TEDSalon NY2015
Chip Kidd: The art of first impressions -- in design and life
Chip Kidd: 設計同生活裏邊講求第一個印象
Filmed:
Readability: 3.9
2,000,740 views
封面設計師 Chip Kidd 好了解人點通過第一印象判斷事物。喺呢個搞笑同快嘅演講裡邊，佢講解設計師點用清晰度同神秘感嚟快速噉做溝通，譬如幾時、點解、同點樣做。佢讚一啲靚嘅實用嘅設計，又彈啲爛設計，仲分享佢嘅一啲經典封面設計背後嘅靈感。
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio
Double-click the English transcript below to play the video.
00:15
Blah blah blah blah blah.
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吧啦吧啦吧啦吧啦吧啦
00:18
Blah blah blah blah,
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吧啦吧啦吧啦吧啦
00:20
blah blah, blah blah blah blah blah blah.
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吧啦吧啦，吧啦啦啦啦啦
00:22
Blah blah blah, blah.
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吧啦啦，吧啦
00:26
So what the hell was that?
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講咩啊？
00:29
Well, you don't know
because you couldn't understand it.
because you couldn't understand it.
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你唔知，因為你都冇聽明
00:33
It wasn't clear.
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把聲都唔清晰
00:36
But hopefully, it was said
with enough conviction
with enough conviction
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但起碼，你已經
畀呢種神秘深深咁吸引咗
畀呢種神秘深深咁吸引咗
00:39
that it was at least
alluringly mysterious.
alluringly mysterious.
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00:44
Clarity or mystery?
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清晰定係神秘？
00:47
I'm balancing these two things
in my daily work as a graphic designer,
in my daily work as a graphic designer,
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我係做平面設計嘅
日日都要兼顧呢兩樣嘢
日日都要兼顧呢兩樣嘢
00:52
as well as my daily life as a New Yorker
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喺紐約生活就係要咁
00:57
every day,
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每日都係
00:58
and there are two elements
that absolutely fascinate me.
that absolutely fascinate me.
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其中有兩種元素令我着迷
01:03
Here's an example.
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舉個例
01:05
Now, how many people know what this is?
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有幾多人知道呢個係咩？
01:11
Okay. Now how many people
know what this is?
know what this is?
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宜家，又有幾多人？
01:16
Okay. Thanks to two more deft strokes
by the genius Charles M. Schulz,
by the genius Charles M. Schulz,
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多謝 Charles M. Schulz 加咗
絕妙嘅兩筆
絕妙嘅兩筆
01:24
we now have seven deft strokes
that in and of themselves
that in and of themselves
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七條線就足夠展現成個感情生活
01:27
create an entire emotional life,
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01:30
one that has enthralled
hundreds of millions of fans
hundreds of millions of fans
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一張喺過去五十年裡邊
01:33
for over 50 years.
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獲得億萬粉絲嘅面孔
01:35
This is actually a cover of a book
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其實，呢個係我設計嘅一本書嘅封面
01:38
that I designed about the work
of Schulz and his art,
of Schulz and his art,
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介紹舒茲同佢嘅作品嘅
01:41
which will be coming out this fall,
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今年秋季出街
01:44
and that is the entire cover.
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呢個就係成個封面
01:46
There is no other typographic information
or visual information on the front,
or visual information on the front,
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上邊冇其他文字或者視覺訊息
01:51
and the name of the book
is "Only What's Necessary."
is "Only What's Necessary."
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書名係《簡明至上》
01:55
So this is sort of symbolic about
the decisions I have to make every day
the decisions I have to make every day
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呢個笑臉代表
02:00
about the design that I'm perceiving,
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我認知嘅設計
02:04
and the design I'm creating.
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同埋我個人嘅設計
清清楚楚就係要點
02:07
So clarity.
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02:09
Clarity gets to the point.
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就好似我畫出嚟咁
雖然粗爌，但感覺真
雖然粗爌，但感覺真
02:11
It's blunt. It's honest. It's sincere.
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02:15
We ask ourselves this.
["When should you be clear?"]
["When should you be clear?"]
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我哋問自己：「幾時要清楚？」
02:19
Now, something like this,
whether we can read it or not,
whether we can read it or not,
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呢本（飛機乘客手冊）就要——
我哋讀唔讀都好
我哋讀唔讀都好
02:24
needs to be really, really clear.
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需要好清楚
02:28
Is it?
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噉佢清唔清楚？
02:32
This is a rather recent example
of urban clarity that I just love,
of urban clarity that I just love,
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呢個係近期一個我好鍾意嘅
城市裡邊、增加咗訊息明確性嘅例子
主要係因為，我成日遲到，成日好趕
02:39
mainly because I'm always late
and I am always in a hurry.
and I am always in a hurry.
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所以，幾年前
啲十字路口安裝咗計時器嗰時
啲十字路口安裝咗計時器嗰時
02:44
So when these meters started showing up
a couple of years ago on street corners,
a couple of years ago on street corners,
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02:51
I was thrilled, because now I finally knew
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我好激動，因為我終於可以知道
02:54
how many seconds I had
to get across the street
to get across the street
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我仲有幾多秒過馬路
仲唔會被車撞親
仲唔會被車撞親
02:57
before I got run over by a car.
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03:00
Six? I can do that. (Laughter)
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六秒？我得（笑聲）
03:05
So let's look at the yin
to the clarity yang,
to the clarity yang,
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宜家，我哋嚟睇下同清晰相對嘅嘢
03:09
and that is mystery.
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即係神秘
神秘嘅定義好複雜
03:12
Mystery is a lot more complicated
by its very definition.
by its very definition.
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03:18
Mystery demands to be decoded,
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有神秘，就需要解開神秘
03:21
and when it's done right,
we really, really want to.
we really, really want to.
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如果神秘表達得當
我哋真係會好想好想去解開佢
我哋真係會好想好想去解開佢
03:24
["When should you be mysterious?"]
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「幾時應該神秘？」
喺第二次世界大戰時
德國人好想好想破解呢個密碼
德國人好想好想破解呢個密碼
03:26
In World War II, the Germans
really, really wanted to decode this,
really, really wanted to decode this,
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03:32
and they couldn't.
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但佢哋失敗咗
呢個係我最近
為村上春樹嘅小說做嘅設計
為村上春樹嘅小說做嘅設計
03:34
Here's an example of a design
that I've done recently
that I've done recently
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03:37
for a novel by Haruki Murakami,
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我幫佢做封面已經做咗廿幾年
03:40
who I've done design work for
for over 20 years now,
for over 20 years now,
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03:43
and this is a novel about a young man
who has four dear friends
who has four dear friends
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呢本小說係講一個叫多崎造嘅後生仔
佢有四個老友
佢哋大學一年級之後突然全部同佢絕交
03:49
who all of a sudden,
after their freshman year of college,
after their freshman year of college,
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03:52
completely cut him off
with no explanation,
with no explanation,
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咩解釋都冇
多崎造大受打擊
03:56
and he is devastated.
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每一個老友嘅日文名
都隱含住一種顏色
都隱含住一種顏色
03:57
And the friends' names each have
a connotation in Japanese to a color.
a connotation in Japanese to a color.
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有紅色先生、藍色先生
白色先生同黑色先生
白色先生同黑色先生
04:03
So there's Mr. Red, there's Mr. Blue,
there's Ms. White, and Ms. Black.
there's Ms. White, and Ms. Black.
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多崎造嘅名冇對應嘅顏色
04:08
Tsukuru Tazaki, his name
does not correspond to a color,
does not correspond to a color,
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所以佢自己叫「無色」
當佢回憶佢哋嘅友情歲月時
當佢回憶佢哋嘅友情歲月時
04:12
so his nickname is Colorless, and
as he's looking back on their friendship,
as he's looking back on their friendship,
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佢覺得佢哋就好似一隻手嘅五隻手指
04:16
he recalls that they were like
five fingers on a hand.
five fingers on a hand.
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04:19
So I created this sort of abstract
representation of this,
representation of this,
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於是，我用隻手做咗一個抽象嘅表達
04:24
but there's a lot more going on
underneath the surface of the story,
underneath the surface of the story,
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小說裏面仲有好多故仔
04:28
and there's more going on underneath
the surface of the jacket.
the surface of the jacket.
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同樣，封面背後都仲有好多嘢
依家四條手指變成
東京地鐵嘅四條路線
東京地鐵嘅四條路線
04:33
The four fingers are now four train lines
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04:37
in the Tokyo subway system,
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呢個細節喺故事裡邊好重要
04:39
which has significance within the story.
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呢條冇色嘅地鐵路線
同其他四條相交
同其他四條相交
04:42
And then you have
the colorless subway line
the colorless subway line
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04:45
intersecting with each
of the other colors,
of the other colors,
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04:48
which basically he does
later on in the story.
later on in the story.
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就好似多崎造喺本書度
逐個朋友搵返
逐個朋友搵返
04:50
He catches up with each of these people
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問佢哋點解噉對佢
04:52
to find out why they treated him
the way they did.
the way they did.
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04:56
And so this is the three-dimensional
finished product
finished product
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呢個就係棟喺我嘅辦公室嘅
05:00
sitting on my desk in my office,
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立體嘅成品
05:02
and what I was hoping for here
is that you'll simply be allured
is that you'll simply be allured
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我期望嘅封面效果係
佢有足夠嘅神秘感
05:07
by the mystery of what this looks like,
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05:11
and will want to read it
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吸引你去讀呢本書
05:14
to decode and find out and make more clear
why it looks the way it does.
why it looks the way it does.
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同破解佢，明白設計嘅真正意圖
05:20
["The Visual Vernacular."]
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「視覺白話」
05:21
This is a way to use a more
familiar kind of mystery.
familiar kind of mystery.
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係一種運用熟悉嘅神秘感手法
05:26
What does this mean?
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咩意思？
即係整到佢似其他嘢
05:27
This is what it means.
["Make it look like something else."]
["Make it look like something else."]
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視覺白話
就係將我哋睇慣咗嘅一啲嘢
就係將我哋睇慣咗嘅一啲嘢
05:30
The visual vernacular is the way
we are used to seeing a certain thing
we are used to seeing a certain thing
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應用喺另一啲嘢
使我睇到唔同嘅嘢
使我睇到唔同嘅嘢
05:35
applied to something else so that
we see it in a different way.
we see it in a different way.
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我將呢個方法用喺
David Sedaris 嘅散文集
David Sedaris 嘅散文集
05:39
This is an approach I wanted to take
to a book of essays by David Sedaris
to a book of essays by David Sedaris
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05:43
that had this title at the time.
["All the Beauty You Will Ever Need"]
["All the Beauty You Will Ever Need"]
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書名係《你所需要嘅美麗》
難就難喺
個標題其實冇任何意思
個標題其實冇任何意思
05:47
Now, the challenge here was that
this title actually means nothing.
this title actually means nothing.
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05:51
It's not connected to any
of the essays in the book.
of the essays in the book.
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又冇同書裡邊嘅任何一章有關係
05:54
It came to the author's boyfriend
in a dream.
in a dream.
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佢係作者嘅男朋友發夢諗出嚟嘅
真係唔該曬（笑聲）
05:59
Thank you very much, so -- (Laughter) --
so usually, I am creating a design
so usually, I am creating a design
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通常我以文字內容為基礎做設計
06:05
that is in some way based on the text,
but this is all the text there is.
but this is all the text there is.
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但係啲文字就係噉
06:09
So you've got this mysterious title
that really doesn't mean anything,
that really doesn't mean anything,
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個書名又其實咩都冇講
我就諗
06:14
so I was trying to think:
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有咩係又有神秘感
但係又冇意思？
但係又冇意思？
06:16
Where might I see a bit of mysterious text
that seems to mean something but doesn't?
that seems to mean something but doesn't?
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06:22
And sure enough, not long after,
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果然，冇幾耐
06:25
one evening after a Chinese meal,
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有晚我去吃中餐之後，呢個出現咗
06:28
this arrived, and I thought,
"Ah, bing, ideagasm!" (Laughter)
"Ah, bing, ideagasm!" (Laughter)
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我諗：「啊，度橋度到有高潮！」
（笑聲）
（笑聲）
我好鍾意幸運曲奇裡邊
又搞笑又神秘嘅短句
又搞笑又神秘嘅短句
06:35
I've always loved the hilariously
mysterious tropes of fortune cookies
mysterious tropes of fortune cookies
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06:40
that seem to mean something extremely deep
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睇起嚟好似好有深度
06:43
but when you think about them -- if you
think about them -- they really don't.
think about them -- they really don't.
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但再諗下，其實冇深度
呢個講：「冇人知道
06:47
This says, "Hardly anyone knows how much
is gained by ignoring the future."
is gained by ignoring the future."
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忽視未來會帶嚟幾多好處。」
唔該曬（笑聲）
06:54
Thank you. (Laughter)
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06:57
But we can take this visual vernacular
and apply it to Mr. Sedaris,
and apply it to Mr. Sedaris,
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如果我哋將視覺白話用喺
Sedaris 先生度
Sedaris 先生度
07:03
and we are so familiar
with how fortune cookie fortunes look
with how fortune cookie fortunes look
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我哋好清楚幸運曲奇嘅外貌
07:08
that we don't even need
the bits of the cookie anymore.
the bits of the cookie anymore.
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清楚到睇到個字條，就知道係幸運曲奇
07:11
We're just seeing this strange thing
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我哋睇到呢個奇怪嘅書名
我哋知道我哋好鍾意 David Sedaris
07:14
and we know we love David Sedaris,
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所以會好期待呢本書
07:16
and so we're hoping that
we're in for a good time.
we're in for a good time.
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07:19
["'Fraud' Essays by David Rakoff"]
David Rakoff was a wonderful writer
David Rakoff was a wonderful writer
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David Rakoff 係一個好好嘅作家
07:23
and he called his first book "Fraud"
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佢將佢嘅第一本書命名為《騙局》
07:26
because he was getting sent
on assignments by magazines
on assignments by magazines
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因為雜誌社畀咗佢一個
佢根本勝任唔到嘅工怍
07:30
to do things that he
was not equipped to do.
was not equipped to do.
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07:32
So he was this skinny little urban guy
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之後佢一個瘦蜢蜢嘅城市人
俾《智族》雜誌派去科羅拉多河度漂流
07:35
and GQ magazine would send him
down the Colorado River
down the Colorado River
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07:38
whitewater rafting to see
if he would survive.
if he would survive.
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睇下死唔死得
07:43
And then he would write about it,
and he felt that he was a fraud
and he felt that he was a fraud
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之後，佢仲要返嚟寫報導
佢覺得自己做咗老千
佢覺得自己做咗老千
07:46
and that he was misrepresenting himself.
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佢覺得佢喺度寫緊同自己不乎嘅嘢
所以，我都要整一個
引起假象嘅封面
引起假象嘅封面
07:48
And so I wanted the cover of this book
to also misrepresent itself
to also misrepresent itself
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07:53
and then somehow show
a reader reacting to it.
a reader reacting to it.
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而個封面會印埋讀者嘅表情
07:58
This led me to graffiti.
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噉就令我諗起塗鴉
08:02
I'm fascinated by graffiti.
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我對塗鴉好痴迷
我諗任何一個城市人
08:04
I think anybody who lives
in an urban environment
in an urban environment
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08:06
encounters graffiti all the time,
and there's all different sorts of it.
and there's all different sorts of it.
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都會經常見到各式各樣嘅塗鴉
08:10
This is a picture I took
on the Lower East Side
on the Lower East Side
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呢張係我喺紐約下東城區影嘅相
08:14
of just a transformer box on the sidewalk
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一個行人道上嘅變電箱
08:17
and it's been tagged like crazy.
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俾塗鴉畫到花曬
你可能會話：「佢喺街上幾好得意啊」
08:19
Now whether you look at this and think,
"Oh, that's a charming urban affectation,"
"Oh, that's a charming urban affectation,"
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08:24
or you look at it and say,
"That's illegal abuse of property,"
"That's illegal abuse of property,"
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或者：「呢個係非法使用財產」
08:29
the one thing I think we can all agree on
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但我哋都同意
08:31
is that you cannot read it.
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根本讀唔出講乜
08:34
Right? There is no clear message here.
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係咪？讀唔到任何明確訊息
08:38
There is another kind of graffiti
that I find far more interesting,
that I find far more interesting,
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另外一種塗鴉仲好玩
08:43
which I call editorial graffiti.
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我稱佢為評論式塗鴉
08:46
This is a picture I took recently
in the subway,
in the subway,
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呢個係我最近喺地鐵拍嘅
08:50
and sometimes you see
lots of prurient, stupid stuff,
lots of prurient, stupid stuff,
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有時你會睇到好多咸濕、白痴嘅嘢
但係我覺得呢個好有趣
08:54
but I thought this was interesting,
and this is a poster that is saying
and this is a poster that is saying
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有張海報
上面寫住：「嘩嘩 Airbnb」
上面寫住：「嘩嘩 Airbnb」
08:59
rah-rah Airbnb,
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09:01
and someone has taken a Magic Marker
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有人用筆喺上邊加字
09:04
and has editorialized about
what they think about it.
what they think about it.
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09:08
And it got my attention.
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呢個引起我嘅注意
09:11
So I was thinking, how do we
apply this to this book?
apply this to this book?
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於是我諗，點樣將佢用喺個封面度?
我讀咗作者本書
09:14
So I get the book by this person,
and I start reading it, and I'm thinking,
and I start reading it, and I'm thinking,
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我諗，呢個人唔係佢自己講嘅自己
09:20
this guy is not who he says
he is; he's a fraud.
he is; he's a fraud.
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佢係個老千
09:25
And I get out a red Magic Marker,
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於是，我攞支紅筆
發憫憎噉喺封面上亂畫
09:28
and out of frustration just
scribble this across the front.
scribble this across the front.
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09:33
Design done. (Laughter)
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搞掂（笑聲）
09:37
And they went for it! (Laughter)
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上頭竟然批准咗！（笑聲）
09:42
Author liked it, publisher liked it,
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作者鐘意，出版商鐘意
09:44
and that is how the book
went out into the world,
went out into the world,
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於是個封面就出咗世
09:46
and it was really fun to see
people reading this on the subway
people reading this on the subway
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見到有人喺地鐵讀呢本書
或者行嗰時攞住
或者行嗰時攞住
我都覺得好搞笑
09:51
and walking around with it
and what have you,
and what have you,
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09:53
and they all sort of looked
like they were crazy.
like they were crazy.
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因為佢哋睇起嚟都好似癲癲哋咁
（笑聲）
09:57
(Laughter)
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10:00
["'Perfidia' a novel by James Ellroy"]
Okay, James Ellroy, amazing crime writer,
Okay, James Ellroy, amazing crime writer,
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James Ellroy 係個好叻嘅犯罪小說作家
10:04
a good friend, I've worked
with him for many years.
with him for many years.
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我同佢係好朋友，合作咗好多年
10:07
He is probably best known as the author
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佢最出名嘅書係
《黑色大麗花》同《洛杉磯嘅秘密》
10:09
of "The Black Dahlia"
and "L.A. Confidential."
and "L.A. Confidential."
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呢本係佢最新嘅作品，個名好神秘
10:12
His most recent novel was called this,
which is a very mysterious name
which is a very mysterious name
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10:17
that I'm sure a lot of people know
what it means, but a lot of people don't.
what it means, but a lot of people don't.
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肯定好多人知道佢嘅意思
但係好多人唔知
但係好多人唔知
10:20
And it's a story about a Japanese-American
detective in Los Angeles in 1941
detective in Los Angeles in 1941
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本書講一個日裔美籍偵探
喺 1941年
洛杉磯調查一單謀殺案
洛杉磯調查一單謀殺案
10:27
investigating a murder.
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期間，珍珠港事件爆發
10:29
And then Pearl Harbor happens,
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10:32
and as if his life
wasn't difficult enough,
wasn't difficult enough,
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然後雪上加霜
10:35
now the race relations
have really ratcheted up,
have really ratcheted up,
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種族關係變得好緊張
10:40
and then the Japanese-American
internment camps are quickly created,
internment camps are quickly created,
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日裔美國人開始俾政府送去拘留營
10:44
and there's lots of tension
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形勢緊張，人心惶惶
10:46
and horrible stuff as he's still
trying to solve this murder.
trying to solve this murder.
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但係佢繼續查案
10:50
And so I did at first think
very literally about this in terms of
very literally about this in terms of
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我一開始嗰陣，我齋從字面意思考慮
10:56
all right, we'll take Pearl Harbor
and we'll add it to Los Angeles
and we'll add it to Los Angeles
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然後就將珍珠港嘅景搬到去洛杉磯
11:00
and we'll make this apocalyptic dawn
on the horizon of the city.
on the horizon of the city.
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成個畫面就係末日嘅景像
11:08
And so that's a picture from Pearl Harbor
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11:10
just grafted onto Los Angeles.
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11:13
My editor in chief said,
"You know, it's interesting
"You know, it's interesting
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我嘅主編話：
「有意思，
「有意思，
11:16
but I think you can do better
and I think you can make it simpler."
and I think you can make it simpler."
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不過我想你簡化啲。」
11:22
And so I went back
to the drawing board, as I often do.
to the drawing board, as I often do.
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於是我同平時噉，返去用繪圖板畫
11:26
But also, being alive to my surroundings,
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但我留意到自己嘅工作環境
11:31
I work in a high-rise in Midtown,
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我嘅辦公室喺紐約市中城嘅高樓大廈
11:34
and every night,
before I leave the office,
before I leave the office,
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每晚，我離開辦公室之前
要㩒呢個掣
11:38
I have to push this button to get out,
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又大又重嘅玻璃門先會打開
我先入到
我先入到
11:40
and the big heavy glass doors open
and I can get onto the elevator.
and I can get onto the elevator.
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11:44
And one night, all of a sudden,
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有一晚
我突然用一個全新嘅視角去睇部
11:47
I looked at this and I saw it in a way
that I hadn't really noticed it before.
that I hadn't really noticed it before.
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大紅點，危險
11:53
Big red circle, danger.
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11:56
And I thought this was so obvious
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我就諗，佢噉明顯
11:59
that it had to have been
done a zillion times,
done a zillion times,
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肯定俾人用過好多次
12:01
and so I did a Google image search,
and I couldn't find another book cover
and I couldn't find another book cover
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於是我去谷歌查
竟然揾唔到有類似封面嘅書
12:06
that looked quite like this,
190
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2159
12:08
and so this is really
what solved the problem,
what solved the problem,
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於是乎，搞掂！
12:11
and graphically it's more interesting
192
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圖像本身變得更加有趣
12:13
and creates a bigger tension
between the idea
between the idea
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用喺洛杉磯乃至美國上空嚟表現日出
12:17
of a certain kind of sunrise
coming up over L.A. and America.
coming up over L.A. and America.
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又顯得更加有張力
12:23
["'Gulp' A tour of the human
digestive system by Mary Roach."]
digestive system by Mary Roach."]
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Mary Roach 嘅書《Gulp》
Mary Roach 係一個好好嘅作家
12:26
Mary Roach is an amazing writer
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佢將沉悶嘅科學話題
變得好有趣
變得好有趣
12:28
who takes potentially mundane
scientific subjects
scientific subjects
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12:32
and makes them not mundane at all;
she makes them really fun.
she makes them really fun.
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呢本書有關人體消化系統
12:35
So in this particular case,
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12:37
it's about the human digestive system.
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我喺度諗，個封面要點設計
12:40
So I'm trying to figure out what
is the cover of this book going to be.
is the cover of this book going to be.
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12:46
This is a self-portrait. (Laughter)
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呢個係我嘅自拍相
（笑聲）
（笑聲）
日日朝早，我都會對住我藥櫃塊鏡
12:49
Every morning I look at myself
in the medicine cabinet mirror
in the medicine cabinet mirror
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12:55
to see if my tongue is black.
204
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睇下我條脷係唔係黑色
12:58
And if it's not, I'm good to go.
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如果唔係
我就行得喇
（笑聲）
13:02
(Laughter)
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3109
13:07
I recommend you all do this.
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我建議你哋都噉做
13:10
But I also started thinking,
here's our introduction.
here's our introduction.
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同時我亦開始諗
呢個係我哋嘅「入口」
呢個係我哋嘅「入口」
係咪？人體消化系統嘅入口
13:14
Right? Into the human digestive system.
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我諗大家會同意
13:17
But I think what we can all agree on
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人體口腔嘅相
或者基於佢嘅作品
或者基於佢嘅作品
13:20
is that actual photographs
of human mouths, at least based on this,
of human mouths, at least based on this,
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13:24
are off-putting. (Laughter)
212
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都係核突嘅（笑聲）
13:28
So for the cover, then,
I had this illustration done
I had this illustration done
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所以我同個封面畫咗個
更容易俾人接受嘅插圖
更容易俾人接受嘅插圖
13:32
which is literally more palatable
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同時強調消化系統係從呢度開始
13:34
and reminds us that it's best
to approach the digestive system
to approach the digestive system
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13:38
from this end.
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（笑聲）
13:41
(Laughter)
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13:43
I don't even have to complete
the sentence. All right.
the sentence. All right.
218
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2946
我都唔使講完句話你都明……
13:47
["Unuseful mystery"]
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「冇用嘅神秘感」
當明確性同神秘感撈埋一齊
會發生咩？
會發生咩？
13:49
What happens when clarity
and mystery get mixed up?
and mystery get mixed up?
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4077
13:53
And we see this all the time.
221
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1973
我哋隨時見得到
13:55
This is what I call unuseful mystery.
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冇用嘅神秘感嘅例子
我行入地鐵，我經常搭地鐵
13:57
I go down into the subway --
I take the subway a lot --
I take the subway a lot --
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14:00
and this piece of paper
is taped to a girder.
is taped to a girder.
224
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4504
睇到個柱上有呢張紙
14:06
Right? And now I'm thinking, uh-oh,
225
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我就諗，死喇
14:10
and the train's about to come and I'm
trying to figure out what this means,
trying to figure out what this means,
226
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班地鐵到喇
我仲未睇明個告示講咩
我仲未睇明個告示講咩
14:14
and thanks a lot.
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真係唔該曬
14:16
Part of the problem here is that
they've compartmentalized the information
they've compartmentalized the information
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其中一個問題係
佢哋以為噉劃分訊息對我哋好有幫助
14:20
in a way they think is helpful,
and frankly, I don't think it is at all.
and frankly, I don't think it is at all.
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但老實講句，我覺得冇咩用
14:24
So this is mystery we do not need.
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呢個就係我哋唔需要嘅神秘感
14:27
What we need is useful clarity,
so just for fun, I redesigned this.
so just for fun, I redesigned this.
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我哋需要有用嘅明確性
於是乎，我貪玩噉重新設計佢
於是乎，我貪玩噉重新設計佢
用嘅元素一樣
14:35
This is using all the same elements.
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2479
14:38
(Applause)
233
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2923
（掌聲）
14:41
Thank you. I am still waiting
for a call from the MTA. (Laughter)
for a call from the MTA. (Laughter)
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4305
多謝
我仲等緊地鐵公司嘅電話
我仲等緊地鐵公司嘅電話
你睇下，我都冇用多一種顏色
14:46
You know, I'm actually not even
using more colors than they use.
using more colors than they use.
235
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3059
14:49
They just didn't even bother
to make the 4 and the 5 green,
to make the 4 and the 5 green,
236
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3297
佢哋甚至懶到冇將 4 同 5 變綠色
14:52
those idiots. (Laughter)
237
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3158
成班蠢人（笑聲）
宜家我哋睇到嘅第一條訊息係
車次有變動
車次有變動
14:56
So the first thing we see
is that there is a service change,
is that there is a service change,
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3069
然後有兩句完整嘅話，
有開始，有過程，有結尾
有開始，有過程，有結尾
14:59
and then, in two complete sentences
with a beginning, a middle and an end,
with a beginning, a middle and an end,
239
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佢講清楚咩車次變咗，有咩後續安排
15:03
it tells us what the change is
and what's going to be happening.
and what's going to be happening.
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4770
15:08
Call me crazy! (Laughter)
241
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4057
話我癲都係噉話（笑聲）
有用嘅神秘，好
15:13
["Useful mystery"]
All right.
All right.
242
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呢個係我鍾意嘅神秘：
15:16
Now, here is a piece
of mystery that I love:
of mystery that I love:
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包裝
15:21
packaging.
244
909841
1657
呢款 Turner Duckworth 再版設計嘅
健怡可樂罐
健怡可樂罐
15:23
This redesign of the Diet Coke can
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3274
15:26
by Turner Duckworth
is to me truly a piece of art.
is to me truly a piece of art.
246
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5428
對於我嚟講
係一件真正嘅藝術品，真係好靚
係一件真正嘅藝術品，真係好靚
15:32
It's a work of art. It's beautiful.
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作為一個設計師，我欣賞佢嘅地方係
15:35
But part of what makes it
so heartening to me as a designer
so heartening to me as a designer
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3177
15:38
is that he's taken the visual
vernacular of Diet Coke --
vernacular of Diet Coke --
249
926893
4458
Turner 將健怡可樂嘅視覺白話︰
15:43
the typefaces, the colors,
the silver background --
the silver background --
250
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招牌嘅字體、顏色，同銀色嘅背景
15:46
and he's reduced them
to their most essential parts,
to their most essential parts,
251
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5085
濃縮到最精華
15:51
so it's like going back
to the Charlie Brown face.
to the Charlie Brown face.
252
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2740
所以，就好似卡通人物
查理．布朗塊面咁
查理．布朗塊面咁
15:54
It's like, how can you give them just
enough information so they know what it is
enough information so they know what it is
253
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3947
畀你嘅訊息啱啱好、冇多冇少
15:58
but giving them the credit
for the knowledge that they already have
for the knowledge that they already have
254
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既會畀啲訊息你
又照顧到你已經知嘅部分
又照顧到你已經知嘅部分
16:02
about this thing?
255
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1857
真係好正
16:04
It looks great, and you would go
into a delicatessen
into a delicatessen
256
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3785
當你行入個熟食店
貨架上嘅佢就會投射入你眼中
貨架上嘅佢就會投射入你眼中
16:08
and all of a sudden see that on the shelf,
and it's wonderful.
and it's wonderful.
257
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4450
真係好正
16:12
Which makes the next thing --
258
960631
3699
下一個，「冇用嘅清晰度」
起碼對我嚟講，更加令我心煩
16:16
["Unuseful clarity"] --
all the more disheartening,
all the more disheartening,
259
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2532
16:18
at least to me.
260
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1648
16:20
So okay, again, going back
down into the subway,
down into the subway,
261
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咁，我哋再返返去地鐵站
健怡可樂嘅設計出嚟之後
16:24
after this came out,
262
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2090
佢哋做咗海報
16:26
these are pictures that I took.
263
974440
2020
喺時代廣場地鐵站
16:28
Times Square subway station:
264
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2043
可口可樂買曬全部廣告位
16:30
Coca-Cola has bought out
the entire thing for advertising. Okay?
the entire thing for advertising. Okay?
265
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5178
16:35
And maybe some of you
know where this is going.
know where this is going.
266
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4309
可能有人知道跟住會發生咩
嗯
16:40
Ahem.
267
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1778
16:42
"You moved to New York
with the clothes on your back,
with the clothes on your back,
268
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2618
「你嚟紐約時就得件外套、幾蚊雞，
16:45
the cash in your pocket,
and your eyes on the prize.
and your eyes on the prize.
269
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2584
意住個獎，同埋吸緊毒。」（笑聲）
16:47
You're on Coke." (Laughter)
270
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3507
16:57
"You moved to New York
with an MBA, one clean suit,
with an MBA, one clean suit,
271
1005298
2953
「你嚟紐約時就得
一個商科學位、一套西裝，
一個商科學位、一套西裝，
17:00
and an extremely firm handshake.
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同一隻握手有力嘅手。
17:02
You're on Coke." (Laughter)
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你吸緊毒。」（笑聲）
17:05
These are real! (Laughter)
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全部都係真嘅！（笑聲）
連條柱都唔放過
17:10
Not even the support beams were spared,
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17:13
except they switched into Yoda mode.
(Laughter)
(Laughter)
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不過換成尤達大師嘅風格（笑聲）
17:19
"Coke you're on." (Laughter)
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「毒，你吸咗。」（笑聲）
17:23
["Excuse me, I'm on WHAT??"]
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「唔好意思，我咩？」
呢個廣告活動嚴重失誤
17:26
This campaign was a huge misstep.
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17:29
It was pulled almost instantly
due to consumer backlash
due to consumer backlash
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俾消費者強烈抗拒
幾乎一上架就落架
幾乎一上架就落架
17:34
and all sorts of unflattering
parodies on the web --
parodies on the web --
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仲俾好多人喺網上惡搞
17:38
(Laughter) --
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（笑聲）
17:40
and also that dot next to "You're on,"
that's not a period, that's a trademark.
that's not a period, that's a trademark.
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仲有，「You're on」隔離嘅點
唔係句號， 係註冊商標
唔係句號， 係註冊商標
17:47
So thanks a lot.
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真係唔該曬
17:48
So to me, this was just so bizarre
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對我嚟講，真係好奇怪
17:52
about how they could get the packaging
so mysteriously beautiful and perfect
so mysteriously beautiful and perfect
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點解佢哋嘅包裝做得噉神秘
噉精彩、噉完美
噉精彩、噉完美
17:58
and the message so unbearably,
clearly wrong.
clearly wrong.
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然後做文字嗰時就錯到
一塌糊塗、噉痛苦
一塌糊塗、噉痛苦
18:02
It was just incredible to me.
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真係匪夷所思
18:06
So I just hope that I've been able
to share with you some of my insights
to share with you some of my insights
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所以，我希望你哋明白到
18:11
on the uses of clarity
and mystery in my work,
and mystery in my work,
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我嘅作品裡邊
明確性同神秘感嘅用法
明確性同神秘感嘅用法
18:15
and maybe how you might decide
to be more clear in your life,
to be more clear in your life,
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然後或者你哋會決定
喺生活裡邊加多啲明確性
喺生活裡邊加多啲明確性
18:21
or maybe to be a bit more mysterious
and not so over-sharing.
and not so over-sharing.
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又或者加啲神秘感
但又唔好過量嘅資訊
但又唔好過量嘅資訊
（笑聲）
18:27
(Laughter)
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如果我今次有一個主題
18:31
And if there's just one thing
that I leave you with from this talk,
that I leave you with from this talk,
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18:35
I hope it's this:
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我希望係呢個：
嗶哩嗶哩嗶哩吧啦，吧啦吧啦嗶哩嗶哩
18:37
Blih blih blih blah. Blah blah blih blih.
["'Judge This,' Chip Kidd"]
["'Judge This,' Chip Kidd"]
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18:41
Blih blih blah blah blah.
Blah blah blah.
Blah blah blah.
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吧啦吧啦吧啦吧啦吧啦
吧啦吧啦吧啦
吧啦吧啦吧啦
吧啦
18:44
Blah blah.
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18:45
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Chip Kidd - Graphic designerChip Kidd's book jacket designs spawned a revolution in the art of American book packaging.
Why you should listen
You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.
Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.
Kidd is the author of the TED Book, Judge This.
Chip Kidd | Speaker | TED.com