The three ways that good design makes you happy | Don Norman

Prevoditelj: Olja Kolanovic Recezent: Romana Perković

The new me is beauty.

Novi JA je usmjeren na ljepotu.

(Laughter)

(Smijeh)

Yeah, people used to say, "Norman's OK,

Znate, ljudi su znali reći za mene da sam u redu

but if you followed what he said, everything would be usable

no ukoliko biste radili sve kako ja kažem, sve bi bilo upotrebljivo

but it would be ugly."

no ružno.

Well, I didn't have that in mind, so ...

Ja nisam baš na to mislio pa...

This is neat.

Ovo je zgodno.

Thank you for setting up my display.

Hvala što ste mi namjestili izložak.

I mean, it's just wonderful.

Zaista je divan.

And I haven't the slightest idea of what it does or what it's good for,

A ja nemam pojma što radi ili u koju svrhu se služi,

but I want it.

ali ga želim.

And that's my new life.

I to je smisao mog novog života.

My new life is trying to understand what beauty is about,

Smisao mog novog života je razumijevanje ljepote,

and "pretty," and "emotions."

lijepog i emocija.

The new me is all about making things kind of neat and fun.

Smisao novog JA je učiniti stvari zgodnim i zabavnim.

And so this is a Philippe Starck juicer, produced by Alessi.

Ovo je Philippe Starck sokovnik kojeg proizvodi Alessi.

It's just neat; it's fun. It's so much fun I have it in my house --

Toliko je zabavan da ga imam u kući,

no držim ga na ulazu, ne koristim ga za pravljenje soka.

but I have it in the entryway, I don't use it to make juice.

(Smijeh)

(Laughter)

Zapravo, čak sam kupio pozlaćenog iz specijalne edicije

In fact, I bought the gold-plated special edition

koji dolazi s malim papirićem

and it comes with a little slip of paper

na kojem piše: " Nemojte upotrebljavati ovaj sokovnik za pravljenje soka.

that says, "Don't use this juicer to make juice."

Kiselina će izgristi pozlatu."

The acid will ruin the gold plating.

(Smijeh)

Tako da sam zapravo uzeo sok iz pakiranja

(Laughter)

So actually, I took a carton of orange juice

te ga natočio u čašu da bih mogao snimiti ovu sliku.

and I poured it in the glass to take this picture.

(Smijeh)

(Laughter)

No ispod njega je divan nož.

Beneath it is a wonderful knife.

To je kuhinjski nož marke Global napravljen u Japanu.

It's a Global cutting knife made in Japan.

Kao prvo, sami oblik noža je predivan.

First of all, look at the shape -- it's just wonderful to look at.

Kao drugo, zaista je divno balansiran

dobro sjeda u ruci.

Second of all, it's really beautifully balanced:

I naposljetku, tako je oštar da samo prolazi.

Divota ga je upotrebljavati.

it holds well, it feels well.

And third of all, it's so sharp, it just cuts.

Zaključak je da ima sve, zar ne?

It's a delight to use.

Lijep je i funkcionalan.

And so it's got everything, right?

I mogu vam ispričati neke priče vezane uz njega,

It's beautiful and it's functional.

što ga čini misaonim,

And I can tell you stories about it,

a vidjet ćete da ja imam teoriju o emocijama.

which makes it reflective,

I to su te tri komponente.

and so you'll see I have a theory of emotion.

Hiroshi Ishii i njegova grupa na Medijskom laboratoriju na MIT-u

And those are the three components.

su uzeli stol za stolni tenis i stavili projektor iznad njega,

Hiroshi Ishii and his group at the MIT Media Lab

te su na stolu projektirali površinu vode

took a ping-pong table and placed a projector above it,

i ribe koje plivaju na njoj.

and on the ping-pong table they projected an image of water

I kako igrate, tako se kad god loptica udari u stol,

with fish swimming in it.

valovi širi i ribe pobjegnu.

And as you play ping-pong, whenever the ball hits part of the table,

Naravno nakon toga loptica udari na drugu stranu,

the ripples spread out and the fish run away.

valovi udare jadne ribice koje nikako ne mogu pronaći mir i tišinu.

But of course, then the ball hits the other side,

(Smijeh)

the ripples hit the -- poor fish, they can't find any peace and quiet.

Stoga, da li je to dobar način igranja stolnog tenisa?

Ne. Ali da li je zabavan?

(Laughter)

Is that a good way to play ping-pong?

Da! Da!

No. But is it fun?

Ili uzmite npr. Google.

Yeah! Yeah.

Ukoliko npr. upišete, "emocije i dizajn"

Or look at Google.

If you type in, oh say, "emotion and design,"

izbacit će vam 10 stranica rezultata.

Tako da je Google uzeo svoj logo i raširio ga.

you get 10 pages of results.

Umjesto da piše "Imate 73 000 rezultata.

So Google just took their logo and they spread it out.

Ovaj rezultat do 20. Sljedeći,"

Instead of saying, "You got 73,000 results.

samo vam daju onoliko slova O koliko ima stranica.

This is one through 20. Next,"

Zaista je jednostavno i suptilno.

they just give you as many o's as there are pages.

Kladim se da vas je puno to vidjelo prije ali nije zamijetilo.

It's really simple and subtle.

I bet a lot of you have seen it and never noticed it.

Tako funkcionira podsvjesni um

koji na nekim način to primjeti, odaje osjećaj ugodnog

That's the subconscious mind

ali vi ne znate zašto.

that sort of notices it -- it probably is kind of pleasant

A to je jednostavno pametno.

and you didn't know why.

A naravno, posebno dobra stvar je,

And it's just clever.

ukoliko upišete "dizajn i emocije"

And of course, what's especially good is,

od tih 10 stranica prva je moja web stranica.

if you type "design and emotion,"

the first response out of those 10 pages is my website.

(Smijeh)

A sad, čudna stvar je da Google laže,

(Laughter)

Now, the weird thing is Google lies,

jer ukoliko upišem "dizajn i emocije"

on kaže da " Ne trebate "i". Svejedno ćemo to odraditi."

because if I type "design and emotion,"

it says, "You don't need the 'and.' We do it anyway."

Stoga, Ok.

Onda upišem " dizajn emocije"

So, OK.

i onda moja stranica više nije na prvom mjestu.

So I type "design emotion"

Na trećem je.

and my website wasn't first again.

Ali to je već druga priča.

It was third.

Oh well, different story.

New Yor Times je izdao krasan osvrt

There was this wonderful review in The New York Times

o MINI Cooper autu.

about the MINI Cooper automobile.

Napisali su, " Vidite, ovo je auto koji ima mnogo mana.

It said, "You know, this is a car that has lots of faults.

Kupite ga svejedno.

Buy it anyway.

Tako ga je zabavno voziti."

It's so much fun to drive."

Ukoliko pogledate unutrašnjost auta-

And if you look at the inside of the car --

Mislim, želio sam vidjeti, iznajmio sam ga,

I mean, I loved it, I wanted to see it, I rented it,

ovo ja slikam sina dok ga vozi-

this is me taking a picture while my son is driving --

unutrašnjost auta, cjelokupni dizajn je zabavan.

and the inside of the car, the whole design is fun.

Okrugao je i zgodan.

It's round, it's neat.

Kontrole rade divno.

The controls work wonderfully.

Tako da je to moj novi život, vrti se oko zabave.

So that's my new life; it's all about fun.

zaista imam osjećaj da ugodne stvari rade bolje,

I really have the feeling that pleasant things work better,

i to mi nikada nije imalo smisla

and that never made any sense to me

dok nisam naposljetku dokučio zašto...

until I finally figured out -- look ...

Stavit ću dasku na pod.

I'm going to put a plank on the ground.

Zamislite da imam dasku pola metra široku i 10 metara dugu

So, imagine I have a plank about two feet wide and 30 feet long

spremam se hodati po njoj i vidite da hodam bez gledanja,

and I'm going to walk on it, and you see I can walk on it without looking,

i mogu ići naprijed i nazad i skakati gore i dolje.

I can go back and forth and I can jump up and down.

Bez problema.

No problem.

Sada ću staviti dasku 100 metara u zrak

Now I'm going to put the plank 300 feet in the air --

i nakon toga joj neću ni prići, ne hvala.

and I'm not going to go near it, thank you.

Intense fear paralyzes you.

Intenzivan strah vas paralizira.

It actually affects the way the brain works.

Utječe na način na koji mozak funkcionira.

So, Paul Saffo, before his talk said that he didn't really have it down

Npr., Paul Saffo je prije svog govora rekao kako nije imao ništa zapisano

until just a few days or hours before the talk,

do tek par dana ili par sati prije govora,

and that anxiety was really helpful in causing him to focus.

a njemu je ta anksioznost pomogla da se skoncentrira

That's what fear and anxiety does;

I to je ono što strah i anksioznost rade

it causes you to be -- what's called depth-first processing --

Omogućuje vam da se- to se zove dubinsko-procesuiranje-

to focus, not be distracted.

fokusirate, da budete sabrani,

And I couldn't force myself across that.

a ja se nisam mogao natjerati na to.

Now some people can -- circus workers, steel workers.

Neki ljudi to mogu - radnici u cirkusu, fizički radnici.

But it really changes the way you think.

No to vam zaista mijenja način na koji razmišljate.

And then, a psychologist, Alice Isen,

Psihologinja po imenu Alice Isen

did this wonderful experiment.

je napravila divan eksperiment.

She brought students in to solve problems.

Dovela je studente da riješe probleme

So, she'd bring people into the room,

Funkcioniralo bi tako da bi uvela ljude u sobu,

and there'd be a string hanging down here

ovdje bi visila uzica

and a string hanging down here.

i ovdje bi visila uzica

It was an empty room, except for a table with a bunch of crap on it --

i prazna soba osim jednog stola na kojem je bila hrpa beskorisnih stvari-

some papers and scissors and stuff.

neki papiri, škare i ostale stvari.

And she'd bring them in,

Ona bi ih uvela

and she'd say,

i rekla:

"This is an IQ test and it determines how well you do in life.

" Ovo je test inteligencije i pokazuje koliko ste uspješni u životu.

Would you tie those two strings together?"

možete li spojiti te dvije uzice?"

So they'd take one string and they'd pull it over here

Oni bi onda uzeli jednu uzicu i vukli je tu

and they couldn't reach the other string.

ali nisu mogli dosegnuti drugu uzicu.

Still can't reach it.

još uvijek ne mogu dosegnuti.

And, basically, none of them could solve it.

U principu nitko od njih nije mogao riješiti problem.

You bring in a second group of people,

zatim je uvela drugu grupu ljudi

and you say, "Oh, before we start,

i rekla: " Prije nego počnemo,

I got this box of candy, and I don't eat candy.

imam tu jednu bombonijeru a ja ne jedem bombone.

Would you like the box of candy?"

Da li biste vi htjeli tu bombonijeru?

And turns out they liked it, and it made them happy --

Ispada da im se svidjela, učinila ih sretnim,

not very happy, but a little bit of happy.

ne jako sretnima, ali pomalo sretnima.

And guess what -- they solved the problem.

I pogodite što? Riješili su problem.

And it turns out that when you're anxious

Ispada da kad je čovjek anksiozan

you squirt neural transmitters in the brain, which focuses you

ubrizgavaju se neurotransmiteri u mozak, što fokusira čovjeka

makes you depth-first.

dovodi do dubinskog procesiranja,

And when you're happy -- what we call positive valence --

A kada je čovjek sretan- ono što zovemo pozitivna valentnost-

you squirt dopamine into the prefrontal lobes,

ubrizgava se dopamin u prefrontalni režanj,

which makes you a breadth-first problem solver:

što mu omogućuje da probleme rješava na način površnog procesiranja

you're more susceptible to interruption; you do out-of-the-box thinking.

više podložnog prekidima i maštovitim rješenjima.

That's what brainstorming is about, right?

To je bit protoka ideja zar ne?

With brainstorming we make you happy, we play games,

Pri protoku ideja ljudi su sretni, igraju igre

and we say, "No criticism,"

i pravilo je da nema kritike,

and you get all these weird, neat ideas.

a rezultat su čudne, zgodne ideje.

But in fact, if that's how you always were you'd never get any work done

No u stvarnosti, da je tako stalno, nitko ne bi nikad ništa uspio odradit

because you'd be working along and say, "Oh, I got a new way of doing it."

zato što bi tijekom rada netko uvijek izmislio novi način rada.

So to get work done, you've got to set a deadline, right?

Stoga, da bi se rad dovršio, mora biti određen rok, zar ne?

You've got be anxious.

Čovjek mora biti anksiozan.

The brain works differently

Mozak funkcionira drukčije

if you're happy. Things work better because you're more creative.

a ukoliko ste sretni, stvari se bolje odvijaju jer ste kreativniji

You get a little problem, you say, "Ah, I'll figure it out."

kad naiđete na problem, samo pomislite da ćete već nešto smislit.

No big deal.

Nije problem.

There's something I call the visceral level of processing, and there will be visceral-level design.

Postoji nešto što ja zovem visceralni nivo procesiranja.

Biologija- čovjek se prilagodio putem biologije da bi volio svijetle boje.

Biology -- we have co-adapted through biology to like bright colors.

Stoga je posebno dobro da sisavci i primati vole voće

That's especially good that mammals and primates like fruits

i šarene biljke, jer jedu voće

and bright plants, because you eat the fruit

i na taj način šire sjeme.

and you thereby spread the seed.

Postoji fascinantna količina stvari koje su ugrađene u mozak.

There's an amazing amount of stuff that's built into the brain.

Ne volimo gorke okuse, glasne zvukove,

We dislike bitter tastes, we dislike loud sounds,

vrućinu, hladnoću,

we dislike hot temperatures, cold temperatures.

Ne volimo svadljive glasove, namrštena lica,

We dislike scolding voices. We dislike frowning faces;

Volimo simetrična lica, itd., itd.

we like symmetrical faces, etc., etc.

Znači to je visceralni nivo

a u dizajnu se visceralno može izraziti na mnogo načina

So that's the visceral level.

In design, you can express visceral in lots of ways,

kao npr. izborom fontova ili crvene boje za vruće, uzbudljivo.

like the choice of type fonts and the red for hot, exciting.

Ili Jaguar iz 1963.

Zapravo je to pišljiv auto, raspada se cijelo vrijeme

Or the 1963 Jaguar:

It's actually a crummy car, falls apart all the time,

no vlasnici ga vole.

I lijep je - izložen je u Muzeju Moderne Umjetnosti.

but the owners love it.

Boca vode.

And it's beautiful -- it's in the Museum of Modern Art.

Kupujete je zbog boce, ne zbog vode.

A water bottle:

You buy it because of the bottle, not because of the water.

Kada su ljudi gotovi s njom, ne bacaju bocu

And when people are finished, they don't throw it away.

zadrže ju, ma znate, kao što je slučaj sa starim bocama vina koje drže za dekoraciju

They keep it for -- you know, it's like the old wine bottles, you keep it for decoration

ili možda ju ponovno napune vodom, što je dokaz da se ne radi o vodi.

or maybe fill it with water again, which proves it's not the water.

Radi se o visceralnom doživljaju.

It's all about the visceral experience.

Srednji dio procesuiranja je bihevioralni nivo

The middle level of processing is the behavioral level

i tamo se zapravo većina stvari odvija.

Visceralno je podsvjesno, nismo svjesni toga

and that's actually where most of our stuff gets done.

Bihevioralno je podsvjesno, nismo svjesni toga.

Visceral is subconscious, you're unaware of it.

Behavioral is subconscious, you're unaware of it.

Skoro sve što radimo je podsvjesno.

Kada hodam na podiju ne razmišljam o radu svojih nogu.

Almost everything we do is subconscious.

I'm walking around the stage -- I'm not attending to the control of my legs.

Puno toga radim, većina mog govora je podsvjesno,

I'm doing a lot; most of my talk is subconscious;

vježbao sam i razmišljao o njemu dosta.

Većina stvari koje radimo je podsvjesna.

it has been rehearsed and thought about a lot.

Automatsko ponašanje - uvježbano ponašanje je podsvjesno,

Most of what we do is subconscious.

Automatic behavior -- skilled behavior -- is subconscious,

kontrolirano od bihevioralne strane.

A svrha bihevioralnog dizajna je osjećaj kontrole,

controlled by the behavioral side.

And behavioral design is all about feeling in control,

koji uključuje upotrebljivost, razumijevanje,

which includes usability, understanding --

no isto tako osjećaj i težinu.

Zato su Globalovi noževi tako zgodni

but also the feel and heft.

Tako su lijepo balansirani, tako oštri,

That's why the Global knives are so neat.

da zaista osjetiš kao da kontroliraš rezanje.

They're so nicely balanced, so sharp,

Ili vožnja sportskog auta s visokim performansama

that you really feel you're in control of the cutting.

Or, just driving a high-performance sports car

u zahtjevnoj krivini,

over a demanding curb --

osjećaj potpune kontrole nad okolišem.

again, feeling that you are in complete control of the environment.

Ili senzualni osjećaj.

Or the sensual feeling.

Ovo je tuš marke Kohler, vodopadni tuš,

This is a Kohler shower, a waterfall shower,

sve izbočine ispod su isto glave tuša.

and actually, all those knobs beneath are also showerheads.

Skroz vas pošpricaju

It will squirt you all around

A možete ostati ispod njega satima.

and you can stay in that shower for hours --

I usput rečeno ne trošite vodu,

and not waste water, by the way,

jer recirkulira istu prljavu vodu.

because it recirculates the same dirty water.

(Smijeh)

(Laughter)

Ili ovo - to je zaista zgodan čajnik koji sam našao

Or this -- this is a really neat teapot I found

dok sam bio na popodnevnom čaju u Four Seasons hotelu u Chicagu

at high tea at The Four Seasons Hotel in Chicago.

To je nagibni čajnik marke Ronnefeldt

It's a Ronnefeldt tilting teapot.

Tako nekako čajnik izgleda

That's kind of what the teapot looks like

no upotrebljava se tako da se položi,

but the way you use it is you lay it on its back,

stavi se čaj unutra,

i onda se napuni vodom

and you put tea in,

jer voda onda prelije čaj.

and then you fill it with water.

The water then seeps over the tea.

A čaj stoji tu nadesno

And the tea is sitting in this stuff to the right --

stoji desno od ove linije.

Unutra je mala letvica da može čaj stat u nju

the tea is to the right of this line.

i voda ga onda tako napuni.

There's a little ledge inside, so the tea is sitting there

Kada je čaj spreman ili skoro spreman, čajnik se nagne.

and the water is filling it up like that.

And when the tea is ready, or almost ready, you tilt it.

To znači da je čaj djelomični pokriven

And that means the tea is partially covered

dok se završava vrenje.

Kada je završeno, čajnik se položi vertikalno

while it completes the brewing.

i sada je čaj - sjećate se- iznad ove linije

And when it's finished, you put it vertically,

a voda dođe samo do tu

and now the tea is -- you remember -- above this line

and the water only comes to here --

i čaj je zadržan izvan

Povrh toga, čajnik komunicira,

and so it keeps the tea out.

što je i funkcija emocija.

On top of that, it communicates,

Glavno obilježje emocija je gluma,

which is what emotion does.

Emotion is all about acting; emotion is really about acting.

Radi se o sigurnosti na svijetu.

Dok je smisao kognicije razumijevanje svijeta, smisao emocija je njegova interperetacija

It's being safe in the world.

Cognition is about understanding the world, emotion is about interpreting it --

određivanje dobrog, lošeg, sigurnog, opasnog,

i priprema nas na akciju, zbog čega se mišići napinju ili opuštaju.

saying good, bad, safe, dangerous,

and getting us ready to act, which is why the muscles tense or relax.

Zato možemo odrediti nečiju emociju,

And that's why we can tell the emotion of somebody else --

jer njihovi mišići podsvjesno rade,

osim što smo mi evoluirali tako da su nam mišići lica bogati emocijama.

because their muscles are acting, subconsciously,

except that we've evolved to make the facial muscles really rich with emotion.

Stoga, ovo ima svojevrsne emocije,

jer signalizira konobaru: "Hej, gotov sam. Vidiš, stojim uspravno."

Well, this has emotions if you like,

because it signals the waiter that, "Hey, I'm finished. See -- upright."

Onda konobar može doći i pitati "Želite li još vode?"

And the waiter can come by and say, "Would you like more water?"

Zgodno je. Kakav krasan dizajn.

I na kraju, treći nivo je misaoni,

It's kind of neat. What a wonderful design.

And the third level is reflective,

ukoliko volite superego,

which is, if you like the superego,

to je mali dio mozga koji nema kontrole nad vašim postupcima,

it's a little part of the brain that has no control over what you do,

ne vidi osjete,

no control over the -- doesn't see the senses,

ne kontrolira mišiće

On nadgleda što se događa.

doesn't control the muscles.

On je onaj mali glasić u vašoj glavi

It looks over what's going on.

koji gleda i govori što je dobro a što loše.

It's that little voice in your head

ili " Zašto to radiš? Ne razumijem."

that's watching and saying, "That's good. That's bad."

To je onaj mali glasić u glavi koji je centar svijesti.

Or, "Why are you doing that? I don't understand."

Evo jednog odličnog misaonog proizvoda.

It's that little voice in your head that's the seat of consciousness.

Vlasnici Hummera su rekli " Ja sam posjedovao mnogo auta u životu

Here's a great reflective product.

svakakvih egzotičnih vrsta,

Owners of the Hummer have said, "You know I've owned many cars in my life --

ali nikad nisam imao auto koji privlači toliko pažnje."

all sorts of exotic cars,

Radi se o njegovom odrazu,

but never have I had a car that attracted so much attention."

a ne o autu.

No ako uzmemo i pozitivniji model,

It's about attention. It's about their image,

ovo je GM auto.

Razlog zbog kojeg biste ga mogli sada kupiti je vaša briga za okolinu

I kupili biste ga jer se brinete za okolinu

not about the car.

iako će prvih nekoliko auta biti zaista skupo

If you want a more positive model --

this is the GM car.

i neusavršeno.

And the reason you might buy it now is because you care about the environment.

To je isto primjer misaonog dizajna.

And you'll buy it to protect the environment,

Ili skupi sat s kojim možete impresionirati ljude,

even though the first few cars are going to be really expensive

koji će reći "Oho, pa nisam znao da imaš taj sat."

and not perfected.

Za razliku od ovog,

But that's reflective design as well.

koji je pravi primjer bihevioralnog sata,

Or an expensive watch, so you can impress people --

koji vjerojatno točnije pokazuje vrijeme od 13 000 dolara vrijednog sata koji sam vam prije pokazao.

"Oh gee, I didn't know you had that watch."

No ružan je.

As opposed to this one,

Ovo je sat svojstven meni.

which is a pure behavioral watch,

A zgodna stvar je da se nekad emocije sukobljavaju,

which probably keeps better time than the $13,000 watch I just showed you.

visceralni strah od neuspjeha

But it's ugly.

nasuprot misaonog stanja gdje si kažeš "U redu je. U redu je. Sigurno je. Sigurno je."

This is a clear Don Norman watch.

And what's neat is sometimes you pit one emotion against the other,

Da je ovaj zabavni park hrđav i da se raspada, nikad se ne bi išli vozit u njemu.

the visceral fear of falling

against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."

To je to sukobljavanje.

Druga zgodna stvar

If that amusement park were rusty and falling apart, you'd never go on the ride.

(Smijeh)

So, it's pitting one against the other.

Jake Cress radi namještaj

i radi nevjerojatne stvari.

The other neat thing ...

Ovo je njegova stolica s kandžom,

(Laughter)

a jadna mala stolica je izgubila svoju lopticu

i muči se da bi ju vratila prije nego itko primjeti.

So Jake Cress is this furniture maker,

and he makes this unbelievable set of furniture.

I super stvar je način na koji svi prihvate tu priču.

And this is his chair with claw,

I to je super stvar s emocijama.

and the poor little chair has lost its ball

Tako da sam to novi JA.

and it's trying to get it back before anybody notices.

Samo ću govoriti pozitivne stvari odsad.

(Smijeh)

And what's so neat about it is how you accept that story.

(Pljesak)

And that's what's nice about emotion.

So that's the new me.

I'm only saying positive things from now on.

(Laughter)

(Applause)