Chip Kidd: The art of first impressions — in design and life

Prevoditelj: Anja Kolobarić Recezent: Ivan Stamenković

Blah blah blah blah blah.

Bla bla bla bla bla.

Blah blah blah blah,

Bla bla bla bla.

blah blah, blah blah blah blah blah blah.

Bla bla bla bla bla bla bla bla.

Blah blah blah, blah.

Bla bla bla bla.

So what the hell was that?

Koji je to bio vrag?

Well, you don't know because you couldn't understand it.

Ne znate jer niste razumjeli.

It wasn't clear.

Nije bilo jasno.

But hopefully, it was said with enough conviction

Ali nadam se da je djelovalo dovoljno uvjerljivo

that it was at least alluringly mysterious.

da je barem bilo misteriozno.

Clarity or mystery?

Jasnoća ili misterioznost?

I'm balancing these two things in my daily work as a graphic designer,

Balansiram između ovih dviju krajnosti na poslu grafičkog dizajnera,

as well as my daily life as a New Yorker

ali i u svakodnevnom životu Njujorčanina

every day,

svaki dan.

and there are two elements that absolutely fascinate me.

Fasciniraju me dva elementa.

Here's an example.

Evo primjer.

Now, how many people know what this is?

Koliko vas zna što je ovo?

Okay. Now how many people know what this is?

Dobro. A sada?

Okay. Thanks to two more deft strokes by the genius Charles M. Schulz,

Dobro. Zahvaljujući dvama spretnim potezima genija Charlesa M. Schulza,

we now have seven deft strokes that in and of themselves

sada imamo sedam spretnih poteza kistom koji u, a i sami po sebi

create an entire emotional life,

stvaraju potpuno nov emocionalni život,

one that has enthralled hundreds of millions of fans

život koji očarava stotine milijuna fanova

for over 50 years.

preko pedeset godina.

This is actually a cover of a book

Ovo je naslovnica knjige

that I designed about the work of Schulz and his art,

koju sam dizajnirao o Schulzovu radu i umjetnosti

which will be coming out this fall,

koja izlazi ove jeseni,

and that is the entire cover.

i to je cijela naslovnica.

There is no other typographic information or visual information on the front,

Nema nikakvih drugih pisanih ili vizualnih informacija na naslovnici,

and the name of the book is "Only What's Necessary."

a naslov knjige jest: "Samo ono najnužnije".

So this is sort of symbolic about the decisions I have to make every day

Simbolično predstavlja odluke koje ja donosim svaki dan,

about the design that I'm perceiving,

a koje se tiču dizajna koji opažam

and the design I'm creating.

i dizajna koji stvaram.

So clarity.

Jasnoća.

Clarity gets to the point.

Jasnoća precizira.

It's blunt. It's honest. It's sincere.

Direktna je, poštena, iskrena.

We ask ourselves this. ["When should you be clear?"]

Pitamo se: ["Kada treba biti jasan?"]

Now, something like this, whether we can read it or not,

Nešto poput ovoga, bez obzira na to znamo li to protumačiti ili ne,

needs to be really, really clear.

treba biti jako, jako jasno.

Is it?

Je li jasno?

This is a rather recent example of urban clarity that I just love,

Ovo je prilično svjež primjer gradske jasnoće koji mi je baš super,

mainly because I'm always late and I am always in a hurry.

prvenstveno zbog toga što uvijek kasnim i uvijek žurim.

So when these meters started showing up a couple of years ago on street corners,

Kad su se ovakvi brojači prije nekoliko godina počeli pojavljivati na ulicama,

I was thrilled, because now I finally knew

bio sam oduševljen jer sam konačno znao

how many seconds I had to get across the street

koliko imam vremena da pređem ulicu

before I got run over by a car.

prije nego što me pokupi auto.

Six? I can do that. (Laughter)

Šest? Mogu ja to. (Smijeh)

So let's look at the yin to the clarity yang,

Sad promotrimo suprotnu stranu jasnoće:

and that is mystery.

misterioznost.

Mystery is a lot more complicated by its very definition.

Misterioznost je kompliciranija sama po sebi.

Mystery demands to be decoded,

Ona treba biti dešifrirana,

and when it's done right, we really, really want to.

a kad je dobro odrađena, zaista je želimo dešifrirati.

["When should you be mysterious?"]

["Kada treba biti misteriozan?"]

In World War II, the Germans really, really wanted to decode this,

Za vrijeme Drugog svjetskog rata Nijemci su ovo zaista željeli dešifrirati,

and they couldn't.

ali nisu mogli.

Here's an example of a design that I've done recently

Ovo je primjer dizajna koji sam nedavno napravio

for a novel by Haruki Murakami,

za roman Harukija Murakamija,

who I've done design work for for over 20 years now,

za kojeg dizajniram već više od 20 godina,

and this is a novel about a young man who has four dear friends

a ovo je roman o mladom čovjeku koji ima četiri dobra prijatelja

who all of a sudden, after their freshman year of college,

koji ga iznenada, nakon prve godine studija,

completely cut him off with no explanation,

potpuno otpile bez objašnjenja,

and he is devastated.

što ga potpuno shrva.

And the friends' names each have a connotation in Japanese to a color.

Imena prijatelja u japanskom jeziku imaju određene konotacije s bojama.

So there's Mr. Red, there's Mr. Blue, there's Ms. White, and Ms. Black.

Gosp. Crveni i gosp. Plavi te gđica Bijela i gđica Crna.

Tsukuru Tazaki, his name does not correspond to a color,

Tsukuru Tazaki - njegovo ime ne odgovara nijednoj boji,

so his nickname is Colorless, and as he's looking back on their friendship,

pa mu je nadimak Bezbojni i kako se prisjeća njihovog prijateljstva,

he recalls that they were like five fingers on a hand.

sjeća se kako su bili kao pet prstiju jedne ruke.

So I created this sort of abstract representation of this,

Stoga sam osmislio ovaj pomalo apstraktan prikaz toga,

but there's a lot more going on underneath the surface of the story,

ali još se puno toga odvija ispod površine te priče,

and there's more going on underneath the surface of the jacket.

kao i ispod površine korica knjige.

The four fingers are now four train lines

Četiri prsta sada predstavljaju četiri željezničke linije

in the Tokyo subway system,

podzemne željeznice u Tokiju

which has significance within the story.

koja je bitna za priču.

And then you have the colorless subway line

Tu imate i bezbojnu liniju

intersecting with each of the other colors,

koja je na križanju sa svakom drugom bojom,

which basically he does later on in the story.

a kasnije u knjizi on radi upravo to;

He catches up with each of these people

pronalazi svakoga od njih

to find out why they treated him the way they did.

da sazna zašto su bili takvi prema njemu.

And so this is the three-dimensional finished product

Ovo je trodimenzionalni gotov proizvod

sitting on my desk in my office,

koji stoji na mom stolu u uredu.

and what I was hoping for here is that you'll simply be allured

Nadao sam se da će promatrač biti toliko očaran

by the mystery of what this looks like,

misterioznim izgledom korica

and will want to read it

da će je poželjeti pročitati,

to decode and find out and make more clear why it looks the way it does.

dešifrirati i razjasniti si zašto izgleda tako kako izgleda.

["The Visual Vernacular."]

["Vizualna varijacija."]

This is a way to use a more familiar kind of mystery.

Ovako se koristi poznatiji oblik misterija.

What does this mean?

Što to znači?

This is what it means. ["Make it look like something else."]

Ovo: ["Neka izgleda kao nešto drugo."]

The visual vernacular is the way we are used to seeing a certain thing

Vizualnom varijacijom način na koji promatramo određenu stvar

applied to something else so that we see it in a different way.

primjenjujemo na nešto drugo kako bismo to vidjeli u drukčijem svjetlu.

This is an approach I wanted to take to a book of essays by David Sedaris

Taj sam pristup htio primijeniti na knjigu eseja Davida Sedarisa

that had this title at the time. ["All the Beauty You Will Ever Need"]

koja je tada nosila ovo ime. ["Sva ljepota koja će vam ikad zatrebati"]

Now, the challenge here was that this title actually means nothing.

Stvar je u tome da taj naslov zapravo ne znači ništa.

It's not connected to any of the essays in the book.

Nema veze ni s jednim esejom iz knjige.

It came to the author's boyfriend in a dream.

Autorovom je dečku ideja došla u snu.

Thank you very much, so -- (Laughter) -- so usually, I am creating a design

Hvala vam, dakle... -- (Smijeh) -- inače kreiram dizajn

that is in some way based on the text, but this is all the text there is.

koji se na neki način temelji na tekstu, ali ovo je sav tekst.

So you've got this mysterious title that really doesn't mean anything,

Misteriozni naslov koji ne znači ništa.

so I was trying to think:

Razmišljao sam:

Where might I see a bit of mysterious text that seems to mean something but doesn't?

gdje možemo vidjeti misteriozni tekst koji izgleda kao da nešto znači, ali ne znači?

And sure enough, not long after,

Nedugo zatim,

one evening after a Chinese meal,

nakon jedne kineske večere,

this arrived, and I thought, "Ah, bing, ideagasm!" (Laughter)

stiglo je ovo i pomislih: "Ah, to je to, idejagazam!" (Smijeh)

I've always loved the hilariously mysterious tropes of fortune cookies

Uvijek sam volio duhovito misteriozne stilske figure u kolačićima sudbine

that seem to mean something extremely deep

koje izgledaju kao da znače nešto iznimno duboko,

but when you think about them -- if you think about them -- they really don't.

ali kad malo razmislite o njima, ako razmislite, ne znače ništa.

This says, "Hardly anyone knows how much is gained by ignoring the future."

Ovaj kaže: "Malo tko zna koliko dobivamo izbjegavajući budućnost."

Thank you. (Laughter)

Hvala. (Smijeh)

But we can take this visual vernacular and apply it to Mr. Sedaris,

Ali ovu vizualnu varijaciju možemo primijeniti na gosp. Sedarisa,

and we are so familiar with how fortune cookie fortunes look

a budući da znamo kako kolačići sudbine izgledaju,

that we don't even need the bits of the cookie anymore.

komadići kolačića nam više ni ne trebaju.

We're just seeing this strange thing

Vidimo samo nešto neobično

and we know we love David Sedaris,

i znamo da volimo Davida Sedarisa

and so we're hoping that we're in for a good time.

i nadamo se da će nam se i ovo svidjeti.

["'Fraud' Essays by David Rakoff"] David Rakoff was a wonderful writer

["'Prevarant', eseji Davida Rakoffa"] David Rakoff krasan je pisac

and he called his first book "Fraud"

koji je svojoj prvoj knjizi nadjenuo ime "Prevarant"

because he was getting sent on assignments by magazines

jer su ga časopisi slali na zadatke

to do things that he was not equipped to do.

da obavlja poslove za koje nije bio opremljen.

So he was this skinny little urban guy

Ovog mršavog malenog gradskog čovjeka

and GQ magazine would send him down the Colorado River

časopis GQ poslao je na rijeku Colorado

whitewater rafting to see if he would survive.

na rafting da vide hoće li preživjeti,

And then he would write about it, and he felt that he was a fraud

a zatim je trebao pisati o tome, no on je to smatrao prevarom

and that he was misrepresenting himself.

i krivim prikazivanjem njega samog.

And so I wanted the cover of this book to also misrepresent itself

Zato sam htio da korice ove knjige također same po sebi budu krivo prikazivanje

and then somehow show a reader reacting to it.

koje će pokazati čitateljevu reakciju na njega.

This led me to graffiti.

To me dovelo do grafita

I'm fascinated by graffiti.

koji me fasciniraju.

I think anybody who lives in an urban environment

Svatko tko živi u gradskom okruženju

encounters graffiti all the time, and there's all different sorts of it.

s vremena na vrijeme nailazi na njih, a postoje i različite vrste grafita.

This is a picture I took on the Lower East Side

U četvrti Lower East Sidea uslikao sam

of just a transformer box on the sidewalk

ovaj transformator na pločniku

and it's been tagged like crazy.

koji je naveliko išaran.

Now whether you look at this and think, "Oh, that's a charming urban affectation,"

Možete pomisliti da je to šarmantna urbana afektacija

or you look at it and say, "That's illegal abuse of property,"

ili da je to protuzakonita zloupotreba vlasništva,

the one thing I think we can all agree on

ali mislim da ćemo se svi složiti s tim

is that you cannot read it.

da je nečitljivo.

Right? There is no clear message here.

Zar ne? Tu nema jasne poruke.

There is another kind of graffiti that I find far more interesting,

Postoji još jedna vrsta grafita koja je meni puno zanimljivija,

which I call editorial graffiti.

a nazivam ih editorijalskim grafitima.

This is a picture I took recently in the subway,

Ovu sam sliku nedavno uslikao u podzemnoj željeznici.

and sometimes you see lots of prurient, stupid stuff,

Nekad naiđete na puno lascivnih, glupih stvari,

but I thought this was interesting, and this is a poster that is saying

ali ovaj mi je bio zanimljiv. Na ovom posteru piše

rah-rah Airbnb,

rah-rah Airbnb

and someone has taken a Magic Marker

i netko je uzeo marker

and has editorialized about what they think about it.

i uredio ga na način da sad pokazuje što on misli o tome.

And it got my attention.

To me zainteresiralo,

So I was thinking, how do we apply this to this book?

pa sam počeo razmišljati kako to primijeniti na ovu knjigu.

So I get the book by this person, and I start reading it, and I'm thinking,

Dobijem knjigu ovog autora, počnem je čitati i razmišljam

this guy is not who he says he is; he's a fraud.

kako taj tip nije ono za što se izdaje, on je prevarant;

And I get out a red Magic Marker,

uzmem crveni marker

and out of frustration just scribble this across the front.

i iz frustracije to napišem na naslovnicu.

Design done. (Laughter)

Gotov dizajn. (Smijeh)

And they went for it! (Laughter)

I njima se to svidjelo! (Smijeh)

Author liked it, publisher liked it,

Svidjelo se autoru, svidjelo se izdavaču

and that is how the book went out into the world,

i knjiga je tako i tiskana.

and it was really fun to see people reading this on the subway

Bilo je super gledati ljude kako je čitaju po podzemnim željeznicama,

and walking around with it and what have you,

hodaju uokolo s njom ili što već

and they all sort of looked like they were crazy.

i svi su izgledali pomalo ludo.

(Laughter)

(Smijeh)

["'Perfidia' a novel by James Ellroy"] Okay, James Ellroy, amazing crime writer,

["'Perfidia', roman Jamesa Ellroya"] James Ellroy, izvrstan autor krimića,

a good friend, I've worked with him for many years.

dobar prijatelj s kojim sam surađivao dugi niz godina

He is probably best known as the author

i vjerojatno najpoznatiji kao autor

of "The Black Dahlia" and "L.A. Confidential."

"Crne Dalije" i "L. A. Povjerljivo".

His most recent novel was called this, which is a very mysterious name

To je naslov najnovijeg romana, iznimno misteriozno ime

that I'm sure a lot of people know what it means, but a lot of people don't.

za koje sam siguran da puno ljudi zna što znači, ali puno ih ne zna.

And it's a story about a Japanese-American detective in Los Angeles in 1941

Roman govori o japansko-američkom detektivu u Los Angelesu godine 1941.

investigating a murder.

koji istražuje ubojstvo,

And then Pearl Harbor happens,

no iskrsne napad na Pearl Harbor,

and as if his life wasn't difficult enough,

a kao da mu život već nije bio dovoljno težak,

now the race relations have really ratcheted up,

uzburkaju se strasti oko međurasnih odnosa,

and then the Japanese-American internment camps are quickly created,

ubrzo se osnivaju japansko-američki zatočenički logori

and there's lots of tension

te se stvaraju tenzije

and horrible stuff as he's still trying to solve this murder.

i ostale grozote dok se on još uvijek bavi rješavanjem slučaja.

And so I did at first think very literally about this in terms of

U početku sam to doslovno shvaćao;

all right, we'll take Pearl Harbor and we'll add it to Los Angeles

uzmemo Pearl Harbor, dodamo ga Los Angelesu

and we'll make this apocalyptic dawn on the horizon of the city.

i pretvorimo sve ovo u smak svijeta na obzoru grada.

And so that's a picture from Pearl Harbor

Ovo je slika Pearl Harbora

just grafted onto Los Angeles.

samo presađena na Los Angeles.

My editor in chief said, "You know, it's interesting

Mom glavnom uredniku ideja je bila zanimljiva,

but I think you can do better and I think you can make it simpler."

ali mislio je da mogu ja i bolje, ako ne i jednostavnije.

And so I went back to the drawing board, as I often do.

Stoga sam se vratio na početak.

But also, being alive to my surroundings,

Također, budući da živim u susjedstvu u kojem živim,

I work in a high-rise in Midtown,

radim u neboderu u središtu grada

and every night, before I leave the office,

i svake noći prije nego što odem iz ureda,

I have to push this button to get out,

moram pritisnuti ovo dugme da izađem,

and the big heavy glass doors open and I can get onto the elevator.

velika i teška staklena vrata otvore mi put do dizala.

And one night, all of a sudden,

Jedne noći, iznenada,

I looked at this and I saw it in a way that I hadn't really noticed it before.

gledao sam i vidio sve to u sasvim novom svjetlu.

Big red circle, danger.

Veliki crveni gumb, opasnost.

And I thought this was so obvious

Pomislio sam je to toliko očito

that it had to have been done a zillion times,

da mora da je iskorišteno već milijun puta,

and so I did a Google image search, and I couldn't find another book cover

pa sam pretražio slike na Googleu, ali nisam pronašao nijednu naslovnicu

that looked quite like this,

koja je tako izgledala.

and so this is really what solved the problem,

To je riješilo problem,

and graphically it's more interesting

a grafički je zanimljvije

and creates a bigger tension between the idea

i stvara veće tenzije između pomisli

of a certain kind of sunrise coming up over L.A. and America.

na određenu vrstu sutona koji se spušta nad L.A. i Ameriku.

["'Gulp' A tour of the human digestive system by Mary Roach."]

["'Gutljaj', Putovanje probavnim sustavom, autorice M. Roach"]

Mary Roach is an amazing writer

Mary Roach sjajna je spisateljica

who takes potentially mundane scientific subjects

koja uzima naoko dosadne znanstvene teme

and makes them not mundane at all; she makes them really fun.

i pretvara ih u zabavnu tematiku.

So in this particular case,

U ovom konkretnom slučaju

it's about the human digestive system.

radi se o ljudskom probavnom sustavu.

So I'm trying to figure out what is the cover of this book going to be.

Pokušavam smisliti naslovnicu knjige.

This is a self-portrait. (Laughter)

Ovo je autoportret. (Smijeh)

Every morning I look at myself in the medicine cabinet mirror

Svakog jutra pogledam se u ogledalo

to see if my tongue is black.

da provjerim je li mi jezik crn.

And if it's not, I'm good to go.

Ukoliko nije, sve je u redu.

(Laughter)

(Smijeh)

I recommend you all do this.

Predlažem da svi to počnete raditi.

But I also started thinking, here's our introduction.

No, počeo sam razmišljati kako nam je to uvod.

Right? Into the human digestive system.

Zar ne? Uvod u probavni sustav.

But I think what we can all agree on

Vjerujem da se svi slažemo

is that actual photographs of human mouths, at least based on this,

da su slike ljudskih usta, ako je vjerovati ovome,

are off-putting. (Laughter)

odvratne. (Smijeh)

So for the cover, then, I had this illustration done

Stoga sam se za naslovnicu odlučio za ilustraciju

which is literally more palatable

koja je malo manje odvratna

and reminds us that it's best to approach the digestive system

i koja nas podsjeća da je probavnom sustavu bolje pristupiti

from this end.

s ovog kraja...

(Laughter)

(Smijeh)

I don't even have to complete the sentence. All right.

Ne moram čak ni završiti ovu rečenicu. Dobro.

["Unuseful mystery"]

["Beskorisni misterij"]

What happens when clarity and mystery get mixed up?

Što se dogodi kad se jasnoća i misterij pomiješaju?

And we see this all the time.

To se jako često događa,

This is what I call unuseful mystery.

a to ja nazivam beskorisnim misterijem.

I go down into the subway -- I take the subway a lot --

Odem u podzemnu željeznicu, često idem podzemnom željeznicom,

and this piece of paper is taped to a girder.

i naletim na ovaj letak nalijepljen na gredu.

Right? And now I'm thinking, uh-oh,

I mislim si: oh, ne!

and the train's about to come and I'm trying to figure out what this means,

Dolazi vlak i pokušavam shvatiti što sve to znači

and thanks a lot.

i baš ti hvala.

Part of the problem here is that they've compartmentalized the information

Ovdje je djelomično problem u tome što su kategorizirali informacije

in a way they think is helpful, and frankly, I don't think it is at all.

na način na koji oni misle da je koristan, a iskreno, uopće nije.

So this is mystery we do not need.

To je misterij koji nam ne treba.

What we need is useful clarity, so just for fun, I redesigned this.

Treba nam korisna jasnoća, pa sam, zabave radi, ovo redizajnirao

This is using all the same elements.

korištenjem istih elemenata.

(Applause)

(Pljesak)

Thank you. I am still waiting for a call from the MTA. (Laughter)

Hvala, još uvijek čekam da mi se jave iz MTA-a. (Smijeh)

You know, I'm actually not even using more colors than they use.

Čak nisam ni koristio ništa više boja nego oni,

They just didn't even bother to make the 4 and the 5 green,

oni se samo nisu sjetili 4 i 5 obojiti u zeleno,

those idiots. (Laughter)

budale. (Smijeh)

So the first thing we see is that there is a service change,

Prvo opazimo izmjenu usluge,

and then, in two complete sentences with a beginning, a middle and an end,

a zatim nam dvije pune rečenice s glavom i repom

it tells us what the change is and what's going to be happening.

govore o tome o kakvoj se izmjeni radi i što će se dogoditi.

Call me crazy! (Laughter)

Nisam normalan! (Smijeh)

["Useful mystery"] All right.

["Koristan misterij"] Dobro.

Now, here is a piece of mystery that I love:

Evo misterij kakav volim:

packaging.

ambalaža.

This redesign of the Diet Coke can

Ovaj redizajn limenke dijetalne Cole

by Turner Duckworth is to me truly a piece of art.

Turnera Duckwortha uistinu je umjetnost.

It's a work of art. It's beautiful.

Remek-djelo. Predivna je.

But part of what makes it so heartening to me as a designer

Dijelom mi se toliko sviđa kao dizajneru

is that he's taken the visual vernacular of Diet Coke --

upravo zato što je to vizualna varijacija dijetalne Cole.

the typefaces, the colors, the silver background --

Font, boje, siva pozadina,

and he's reduced them to their most essential parts,

a sve je svedeno na osnovne dijelove,

so it's like going back to the Charlie Brown face.

kao da se vraćamo na lice Charlija Browna.

It's like, how can you give them just enough information so they know what it is

Kako im dati tek toliko informacija da znaju o čemu se radi,

but giving them the credit for the knowledge that they already have

ali cijeneći znanje koje već posjeduju

about this thing?

o toj stvari?

It looks great, and you would go into a delicatessen

Sjajno izgleda, ušli bi u slastičarnicu,

and all of a sudden see that on the shelf, and it's wonderful.

iznenada to ugledali na polici i krasno je.

Which makes the next thing --

Tu dolazimo do sljedeće stvari

["Unuseful clarity"] -- all the more disheartening,

["Beskorisna jasnoća"] koja tim više rastužuje,

at least to me.

barem mene.

So okay, again, going back down into the subway,

Vratimo se opet na podzemnu željeznicu.

after this came out,

Nakon što je ovo izišlo,

these are pictures that I took.

uslikao sam ove slike.

Times Square subway station:

Podzemna željeznica na Times Squareu:

Coca-Cola has bought out the entire thing for advertising. Okay?

Coca-Cola otkupila je cijelu željeznicu za reklamiranje.

And maybe some of you know where this is going.

Neki od vas možda znaju na što ciljam.

Ahem.

Aha.

"You moved to New York with the clothes on your back,

"Došao si u NY s odjećom u ruksaku,

the cash in your pocket, and your eyes on the prize.

novcem u džepu i usredotočen na krajnji cilj.

You're on Coke." (Laughter)

Na 'koki' si."(Smijeh)

"You moved to New York with an MBA, one clean suit,

"Došao si u NY s diplomom s MBA-a, jednim čistim odijelom

and an extremely firm handshake.

i čvrstim stiskom ruke.

You're on Coke." (Laughter)

Na 'koki' si." (Smijeh)

These are real! (Laughter)

To su prave reklame! (Smijeh)

Not even the support beams were spared,

Nisu poštedjeli ni nosive grede,

except they switched into Yoda mode. (Laughter)

samo što su se poigrali s redom riječi. (Smijeh)

"Coke you're on." (Laughter)

"'Koka' na kojoj si." (Smijeh)

["Excuse me, I'm on WHAT??"]

["Oprostite, na ČEMU sam?"]

This campaign was a huge misstep.

Cijela je kampanja bila veliki promašaj

It was pulled almost instantly due to consumer backlash

od koje se odustalo gotovo odmah zbog negodovanja potrošača

and all sorts of unflattering parodies on the web --

i različitih parodija po internetu -

(Laughter) --

(Smijeh) -

and also that dot next to "You're on," that's not a period, that's a trademark.

a i ova točka pored "si" nije točka već zaštitni znak.

So thanks a lot.

Baš vam hvala.

So to me, this was just so bizarre

Meni je bilo jednostavno zaprepašćujuće

about how they could get the packaging so mysteriously beautiful and perfect

to kako su uspjeli ambalažu napraviti tako misteriozno lijepom i savršenom,

and the message so unbearably, clearly wrong.

a poruku tako nepodnošljivo, jasno krivom.

It was just incredible to me.

To mi je bilo nevjerojatno.

So I just hope that I've been able to share with you some of my insights

Nadam se da sam uspio podijeliti s vama neke od svojih spoznaja

on the uses of clarity and mystery in my work,

o upotrebi jasnoće i misterija u mom poslu

and maybe how you might decide to be more clear in your life,

i možda vam i pomogao odlučiti kada da u životu budete jasniji,

or maybe to be a bit more mysterious and not so over-sharing.

a kada malo misteriozniji i nepovjerljivi.

(Laughter)

(Smijeh)

And if there's just one thing that I leave you with from this talk,

Ako ćete već nešto zapamtiti iz mog govora,

I hope it's this:

neka to bude ovo:

Blih blih blih blah. Blah blah blih blih. ["'Judge This,' Chip Kidd"]

Blih blih blih blah. Bla bla blih. ["'Procijeni ovo', Chip Kidd"]

Blih blih blah blah blah. Blah blah blah.

Blih blih bla bla bla. Bla bla bla.

Blah blah.

Bla bla.

(Applause)

(Pljesak)