Julian Treasure: The 4 ways sound affects us

Prevoditelj: Romana Perković Recezent: Mislav Ante Omazić - EFZG

Tijekom narednih pet minuta,

Over the next five minutes,

my intention is to transform your relationship with sound.

moja namjera je promijeniti vaš odnos sa zvukom.

Let me start with the observation

Počet ću sa zapažanjem kako je većina okolnih zvukova slučajna.

that most of the sound around us is accidental;

I kako je većina njih neugodna. (Prometna buka)

much of it is unpleasant. (Traffic noise)

Stojimo na uglovima ulica, nadvikujući se nad ovakvim zvukom,

We stand on street corners, shouting over noise like this,

i pretvarajući se da ne postoji.

pretending it doesn't exist.

This habit of suppressing sound has meant

Dakle, ova navika da potiskujemo zvuk znači kako je naš

that our relationship with sound has become largely unconscious.

odnos sa zvukom postao većinom nesvjestan.

There are four major ways sound is affecting you all the time,

Postoje četiri značajna načina na koji zvuk djeluje na vas svo vrijeme,

and I'd like to raise them in your consciousness today.

i volio bih probuditi ih u vašoj svijesti danas.

The first is physiological.

Prvi je fiziološki. (Glasne budilice)

(Alarm clocks ring)

Sorry about that.

Oprostite zbog toga. Upravo sam vam dao injekciju kortizola, vašeg bori se ili bježi hormona.

I just gave you a shot of cortisol, your fight-flight hormone.

Zvuci utječu na izlučivanje vaših hormona svo vrijeme,

Sounds are affecting your hormone secretions all the time,

but also your breathing, heart rate -- which I just also did --

ali isto tako i na disanje, otkucaje srca, što sam upravo učinio,

i na vaše moždane valove.

and your brainwaves.

It's not just unpleasant sounds like that that do it.

Nisu samo neugodni zvuci poput ovog ti koji to rade.

Ovo je surfanje. (Morski valovi)

This is surf. (Ocean waves)

It has the frequency of roughly 12 cycles per minute.

Frekvencija je grubo 0,12 ciklusa u minuti.

Većina ljudi smatra to umirujućim,

Most people find that very soothing,

and, interestingly, 12 cycles per minute is roughly the frequency

i zanimljivo, 0,12 ciklusa u minuti

je otprilike frekvencija disanja tijekom čovjekovog sna.

of the breathing of a sleeping human,

so there is a deep resonance with being at rest.

Postoji duboka povezanost s boravkom u mirnom stanju.

Također ga povezujemo s odsustvom stresa

We also associate it with being stress-free and on holiday.

i praznicima.

The second way in which sound affects you is psychological.

Drugi način na koji zvuk utječe na nas je psihološki.

Music is the most powerful form of sound that we know

Glazba je najjači poznati oblik zvuka,

that affects our emotional state. (Albinoni's Adagio)

koji utječe na naše emocionalno stanje. (Albinonijev Adagio)

This is guaranteed to make most of you feel pretty sad if I leave it on.

Ovo će sigurno većinu vas učiniti prilično tužnima

ako je nastavim puštat.

Music is not the only kind of sound, however, which affects your emotions.

Glazba nije jedina vrsta zvuka koja utječe na naše emocije.

Natural sound can do that, too.

Prirodni zvukovi mogu učiniti isto.

Birdsong, for example, is a sound which most people find reassuring.

Cvrkut ptica, na primjer, zvuk je koji većina ljudi

smatra utješnim. (Zvuk ptica)

There's a reason: over hundreds of thousands of years

Postoji razlog za to. Tisućama godina

we've learned that when the birds are singing, things are safe.

smo učeni da kada ptice pjevaju, stvari su sigurne.

It's when they stop you need to be worried.

Kada prestanu, trebamo se zabrinuti.

The third way in which sound affects you is cognitively.

Treći način na koji zvuk utječe na nas je kognitivni.

You can't understand two people talking at once (Voice-over)

Ne možete razumijeti dvoje ljudi koji istovremeno govore ("Ako slušate ovu verziju mene")

("na pogrešnom ste putu.") Ili u ovom slučaju jednu osobu koja govori dva puta.

or in this case, one person talking twice.

Pokušajte i poslušajte drugu. ("Morate odlučiti koju verziju mene ćete slušati.")

You have to choose which me you're going to listen to.

We have a very small amount of bandwidth for processing auditory input,

Imamo veoma malu mogućnost obrade raspona zvučnih podražaja,

zbog čega je zvuk poput ovog -- (uredska buka) --

which is why noise like this ...

(Office noise)

izuzetno štetan za produktivnost.

is extremely damaging for productivity.

If you have to work in an open-plan office like this,

Ako morate raditi u zajedničkoj kancelariji poput ove,

your productivity is greatly reduced.

vaša produktivnost je uvelike smanjena.

And whatever number you're thinking of, it probably isn't as bad as this.

I koji god broj da zamišljate, vjerojatno nije loš poput ovoga.

[Open-plan offices productivity down 66%]

(Prijeteća glazba)

You are one-third as productive in open-plan offices as in quiet rooms.

U zajedničkim uredima produktivni ste samo jednu trećinu onoga u tihim prostorijama.

I have a tip for you:

I imam savjet za vas. Ako morate raditi u ovakvom prostoru,

if you work in spaces like that, carry headphones with you,

nosite slušalice sa sobom, s umirujućim zvukom, poput cvrkuta ptica.

with a soothing sound like birdsong.

Put them on, and your productivity goes back up to triple what it would be.

Koristite ih i vaša produktivnost će biti tri puta veća.

Četvrti način na koji zvuk utječe na nas, je ponašajno.

The fourth way in which sound affects us is behaviorally.

With all that other stuff going on,

Sa svim ostalim stvarima koje nas okružuju, bilo bi čudno

it would be amazing if our behavior didn't change.

da se naše ponašanje ne mijenja.

(Techno music)

(Techno glazba u autu). Zapitajte se: Hoće li ova osoba ikada voziti

So ask yourself: Is this person ever going to drive

konstantnih 45km na sat? Mislim da ne.

at a steady 28 miles per hour?

I don't think so.

At the simplest, you move away from unpleasant sound

Najjednostavnije, pomičete se od neugodnih zvukova .

and towards pleasant sounds.

ka ugodnim zvukovima.

So if I were to play this ...

I ako bih sada pustio ovo -- (bušilica) --

(Jackhammer)

for more than a few seconds, you'd feel uncomfortable;

više od par sekundi, osjećali biste se neugodno;

for more than a few minutes, you'd be leaving the room in droves.

više od par minuta, masovno bi počeli napuštati prostoriju.

For people who can't get away from noise like that,

Zvuk poput ovog je izuzetno štetan za zdravlje,

onih ljudi koji ne mogu pobjeći od njega.

it's extremely damaging for their health.

I to nije jedina stvar kojoj loš zvuk šteti.

And that's not the only thing that bad sound damages.

Most retail sound is inappropriate and accidental, even hostile,

Većina zvukova u maloprodajnim objektima je neodgovarajuća i slučajna, pa čak napadna,

and it has a dramatic effect on sales.

i ima dramatičan učinak na prodaju.

For you retailers, you may want to look away before I show this slide.

Vi koji radite kao prodavači, možda ćete htjeti skrenuti pogled

prije nego što pustim sljedeći slajd.

[Inappropriate retail soundscapes sales down 28%]

They're losing up to 30 percent of their business

Oni gube do 30 posto svog prometa

zbog ljudi koji brzo napuštaju trgovine ili se okreću na vratima.

with people leaving shops faster, or just turning around at the door.

Svi smo to radili, napuštali prostor

We've all done it, left the area,

jer je tamo zvuk očajan.

because the sound in there is so dreadful.

I want to spend just a moment talking about the model we've developed,

Želim samo kratko vrijeme govoriti o

modelu koji smo razvili, koji nam omogućava početi s vrha

which allows us to start at the top and look at the drivers of sound,

i pratiti putove kojima zvuk ide, analizirati zvuk,

analyze the soundscape

and then predict the four outcomes I just talked about.

i tako predvidjeti jedan od četiri ishoda o kojima sam upravo govorio.

Ili početi od osnove,

Or start at the bottom and say what outcomes we want,

i kazati koji ishod želimo

and then design a soundscape to have a desired effect.

i tako kreirati zvuk koji će isti efekt i proizvesti.

Napokon možemo primijeniti nešto od znanosti.

At last we've got some science we can apply.

A mi smo u poslu stvaranja zvukova.

And we're in the business of designing soundscapes.

Just a word on music.

Samo riječ o glazbi. Glazba je najmoćniji zvuk koji postoji,

Music is the most powerful sound there is, often inappropriately deployed.

često neodgovarajuće raspoređen.

It's powerful for two reasons:

Moćan je iz dva razloga. Brzo je prepoznajete.

you recognize it fast, and you associate it very powerfully.

I asocijacije su vrlo moćne.

I'll give you two examples.

Dat ću vam dva primjera. (Prvi akordi pjesme "A Hard Day's Night", The Beatles)

(First chord of "A Hard Day's Night")

Most of you recognize that immediately.

Većina vas je odmah prepoznala.

The younger, maybe not.

Mlađi možda ne. (Smijeh)

(Laughter)

(First notes of "Jaws" theme)

(Prva dva takta teme "Ralje") I većina vas to povezuje s nečim!

Most of you associate that with something!

Now, those are one-second samples of music.

Sad, to su jednosekundni glazbeni primjeri.

Music is very powerful,

Glazba je vrlo moćna. I nažalost

and unfortunately, it's veneering commercial spaces, often inappropriately.

često na neodgovarajući način popunjava komercijalne prostore.

I hope that's going to change over the next few years.

Nadam se da će se to promijeniti tijekom narednih nekoliko godina.

Let me talk about brands for a moment, since some of you run brands.

Dozvolite da vam govorim o robnim markama na trenutak,

jer neki od vas vode te marke. Svaka postojeća marka (brand)

Every brand is out there making sound right now.

proizvodi zvuk upravo sada.

There are eight expressions of a brand in sound; they're all important.

Postoji osam zvučnih izraza jedne marke.

Svi oni su vrlo značajni. I svaki brand mora imati smjernice u centru.

And every brand needs to have guidelines at the center.

Drago mi je reći da se to počinje događati.

I'm glad to say that is starting to happen now.

(Intelov reklamni džingl)

(Intel ad jingle)

You all recognize that one.

Svi prepoznajete ovaj. (Nokijina melodija) Ovo je

(Nokia ringtone)

This is the most-played tune in the world today --

najviše puštana melodija na svijetu danas.

1.8 milijardi puta dnevno.

1.8 billion times a day, that tune is played.

(Laughter)

And it cost Nokia absolutely nothing.

A to Nokiju apsolutno ništa nije koštalo.

I'll leave you with four golden rules, for those of you who run businesses,

One koji vode posao, ostavit ću vas s četiri zlatna pravila,

za komercijalni zvuk.

for commercial sound.

First, make it congruent,

Prvo, učinite da se slaže,

pointing in the same direction as your visual communication.

s porukom vaše vizualne komunikacije.

To povećava utjecaj za više od 1.100 posto.

That increases impact by over 1,100 percent.

Ako vaš zvuk ide u suprotnom smjeru,

If your sound is pointing the opposite direction, incongruent,

you reduce impact by 86 percent.

smanjujete utjecaj za 86 posto.

That's an order of magnitude, up or down.

To je red veličina, gore ili dolje.

This is important.

Ovo je važno.

Secondly, make it appropriate to the situation.

Drugo, da odgovara situaciji.

Thirdly, make it valuable.

Treće, dajte mu vrijednost. Dajte ljudima nešto sa zvukom.

Give people something with the sound, don't just bombard them with stuff.

Nemojte ih samo bombardirati stvarima.

I konačno, iznova i iznova ga testirajte.

Finally, test and test it again.

Sound is complex; there are many countervailing influences.

Zvuk je kompleksan. Postoji mnogo kompenzatornih utjecaja.

Može sličit pomalo na tanjur špageta,

It can be a bit like a bowl of spaghetti:

ponekad ih jednostavno morate pojesti kako biste vidjeli što će se dogoditi.

sometimes you just have to eat it and see what happens.

So I hope this talk has raised sound in your consciousness.

Dakle, nadam se kako je ovaj razgovor podigao zvuk u vašoj svijesti.

If you're listening consciously,

Ako ste svjesno slušali,

you can take control of the sound around you.

možete preuzeti kontrolu nad zvukom oko vas.

It's good for your health and for your productivity.

Dobro je za vaše zdravlje. Dobro je za vašu produktivnost.

Ako svi to učinimo, prelazimo na stanje

If we all do that, we move to a state

za koje ja mislim da će biti zvuk koji živi u svijetu.

that I like to think will be sound living in the world.

I'll leave you with more birdsong. (Birds chirping)

Ostavit ću vas s još malo ptičje pjesme. (Cvrkut ptica)

Preporučujem bar pet minuta dnevno, ali ne postoji maksimalna doza.

I recommend at least five minutes a day, but there's no maximum dose.

Hvala vam što ste mi posudili vaše uši danas.

Thank you for lending me your ears today.

(Pljesak)

(Applause)