Stefan Sagmeister: Designing with slogans

49,749 views ใƒป 2008-10-10

TED


ืื ื ืœื—ืฅ ืคืขืžื™ื™ื ืขืœ ื”ื›ืชื•ื‘ื™ื•ืช ื‘ืื ื’ืœื™ืช ืœืžื˜ื” ื›ื“ื™ ืœื”ืคืขื™ืœ ืืช ื”ืกืจื˜ื•ืŸ.

ืžืชืจื’ื: Ariella Cwikel ืžื‘ืงืจ: Sigal Tifferet
00:12
I was here about four years ago,
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ื”ื™ื™ืชื™ ืคื” ืœืคื ื™ ืืจื‘ืข ืฉื ื™ื ื‘ืขืจืš,
00:14
talking about the relationship of design and happiness.
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ื“ื™ื‘ืจืชื™ ืขืœ ื”ืงืฉืจ ื‘ื™ืŸ ืขื™ืฆื•ื‘ ื•ืื•ืฉืจ.
00:20
At the very end of it, I showed a list under that title.
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ื‘ืกื•ืฃ ื”ื”ืจืฆืื”, ื”ืจืื™ืชื™ ืจืฉื™ืžื” ืชื—ืช ืื•ืชื” ื”ื›ื•ืชืจืช.
00:26
I learned very few things in addition since
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ืœืžื“ืชื™ ืžืขื˜ ืžืื“ ื“ื‘ืจื™ื ื ื•ืกืคื™ื ืžืื– -
00:32
(Laughter) --
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(ืฆื—ื•ืง)
00:33
but made a whole number of them into projects since.
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ืื‘ืœ ื”ืคื›ืชื™ ื—ืœืง ื ื™ื›ืจ ืžื”ื ืœืคืจื•ื™ืงื˜ื™ื.
00:39
These are inflatable monkeys in every city in Scotland:
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ืืœื• ืงื•ืคื™ื ืžืชื ืคื—ื™ื ื‘ื›ืœ ืขื™ืจ ื‘ืกืงื•ื˜ืœื ื“ -
00:44
"Everybody always thinks they are right."
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"ื›ื•ืœื ืชืžื™ื“ ื—ื•ืฉื‘ื™ื ืฉื”ื ืฆื•ื“ืงื™ื."
00:52
They were combined in the media.
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ื”ื ื—ื•ื‘ืจื• ื™ื—ื“ ื‘ืชืงืฉื•ืจืช.
00:57
"Drugs are fun in the beginning but become a drag later on."
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"ืกืžื™ื ื”ื ื›ื™ืคื™ื™ื ื‘ื”ืชื—ืœื” ืื‘ืœ ื”ื•ืคื›ื™ื ืœืžื‘ืืกื™ื ื‘ื”ืžืฉืš".
01:07
We're doing changing media.
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ืื ื—ื ื• ืขื•ืฉื™ื ืžื“ื™ื” ืžืชื—ืœืคืช.
01:11
This is a projection that can see the viewer
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ื–ืืช ื”ืงืจื ื” ืฉืžืกื•ื’ืœืช ืœืจืื•ืช ืืช ื”ืฆื•ืคื”
01:14
as the viewer walks by.
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ื›ืฉื”ื•ื ืขื•ื‘ืจ ืœื™ื“ื”.
01:16
You can't help but actually ripping that spider web apart.
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ืื™ ืืคืฉืจ ืฉืœื ืœืงืจื•ืข ืืช ืงื•ืจื™ ื”ืขื›ื‘ื™ืฉ ื”ืืœื”.
01:22
All of these things are pieces of graphic design.
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ื›ืœ ื”ื“ื‘ืจื™ื ื”ืืœื• ื”ื ื™ืฆื™ืจื•ืช ืฉืœ ืขื™ืฆื•ื‘ ื’ืจืคื™.
01:26
We do them for our clients.
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ืื ื—ื ื• ืžื‘ืฆืขื™ื ืื•ืชื ืขื‘ื•ืจ ื”ืœืงื•ื—ื•ืช ืฉืœื ื•.
01:28
They are commissioned.
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ื”ื ืžื•ื–ืžื ื™ื.
01:30
I would never have the money to actually pay for the installment
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ืื ื™ ืœืขื•ืœื ืœื ื”ื™ื™ืชื™ ื™ื›ื•ืœ ืœืฉืœื ืขืœ ื”ื”ืชืงื ื”
01:34
or pay for all the billboards or the production of these,
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ืื• ืœืฉืœื ืขืœ ื›ืœ ืฉืœื˜ื™ ื”ื—ื•ืฆื•ืช ืื• ื”ื”ืคืงื” ืฉืœ ืืœื•,
01:39
so there's always a client attached to them.
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ืœื›ืŸ ืชืžื™ื“ ื™ืฉ ืœืงื•ื— ืฉืงืฉื•ืจ ืืœื™ื”ื.
01:44
These are 65,000 coat hangers in a street
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ืืœื• 65,000 ืงื•ืœื‘ื™ื ื‘ืจื—ื•ื‘
01:49
that's lined with fashion stores.
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ืฉื™ืฉ ื—ื ื•ื™ื•ืช ืืคื ื” ืœื›ืœ ืืจื›ื•.
01:55
"Worrying solves nothing."
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"ื“ืื’ื” ืื™ื ื” ืคื•ืชืจืช ื“ื‘ืจ."
01:57
"Money does not make me happy"
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"ื›ืกืฃ ืœื ืขื•ืฉื” ืื•ืชื™ ืžืื•ืฉืจ"
02:03
appeared first as double-page spreads in a magazine.
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ื”ื•ืคื™ืข ืœืจืืฉื•ื ื” ื›ืžื•ื“ืขื” ื›ืคื•ืœืช-ืขืžื•ื“ ื‘ืžื’ื–ื™ืŸ.
02:06
The printer lost the file, didn't tell us.
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ื”ืžื“ืคื™ืก ืื™ื‘ื“ ืืช ื”ืงื•ื‘ืฅ, ื•ืœื ืกื™ืคืจ ืœื ื•.
02:09
When the magazine -- actually, when I got the subscription --
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ื›ืฉืื ื™ ืงื™ื‘ืœืชื™ ืืช ื”ืžื’ื–ื™ืŸ
02:11
it was 12 following pages.
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ืืœื• ื”ื™ื• 12 ืขืžื•ื“ื™ื ืขื•ืงื‘ื™ื.
02:13
It said, "Money does does make me happy."
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ื”ื™ื” ื›ืชื•ื‘ ืขืœื™ื”ื "ื›ืกืฃ ืขื•ืฉื” ืขื•ืฉื” ืื•ืชื™ ืžืื•ืฉืจ."
02:16
And a friend of mine in Austria felt so sorry for me
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ื•ื—ื‘ืจ ืฉืœื™ ืžืื•ืกื˜ืจื™ื” ื”ืจื’ื™ืฉ ื›ืœ ื›ืš ืจืข ื‘ืฉื‘ื™ืœื™
02:22
that he talked the largest casino owner in Linz
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ืฉื”ื•ื ื“ื™ื‘ืจ ืขื ืžื ื”ืœ ื”ืงื–ื™ื ื• ื”ื’ื“ื•ืœ ื‘ื™ื•ืชืจ ื‘ืœื™ื ืฅ
02:27
into letting us wrap his building.
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ื•ืฉื›ื ืข ืื•ืชื• ืœืชืช ืœื ื• ืœืขื˜ื•ืฃ ืืช ื”ื‘ื ื™ื™ืŸ ืฉืœื•.
02:30
So this is the big pedestrian zone in Linz.
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ืื– ื–ื” ื”ืื–ื•ืจ ื”ื’ื“ื•ืœ ืœื”ื•ืœื›ื™ ืจื’ืœ ื‘ืœื™ื ืฅ,
02:32
It just says "Money," and if you look down the side street,
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ื•ื›ืชื•ื‘ ืคืฉื•ื˜ "ื›ืกืฃ", ื•ืื ื”ื•ืœื›ื™ื ืœืื•ืจืš ื”ืจื—ื•ื‘ ื”ืฆื“ื“ื™,
02:36
it says, "does not make me happy."
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ื›ืชื•ื‘ "ืœื ืขื•ืฉื” ืื•ืชื™ ืžืื•ืฉืจ".
02:39
We had a show that just came down last week in New York.
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ื”ื™ื™ืชื” ืœื ื• ืชืขืจื•ื›ื”, ืฉื”ืกืชื™ื™ืžื” ื‘ืฉื‘ื•ืข ืฉืขื‘ืจ ื‘ื ื™ื• ื™ื•ืจืง.
02:45
We steamed up the windows permanently,
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ืžื™ืœืื ื• ืืช ื”ื—ืœื•ื ื•ืช ื‘ืื“ื™ื ื›ืœ ื”ื–ืžืŸ,
02:47
and every hour we had a different designer come in
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ื•ื›ืœ ืฉืขื” ื”ื’ื™ืข ืžืขืฆื‘ ืื—ืจ
02:51
and write these things that they've learned into the steam in the window.
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ื•ืจืฉื ืืช ื”ื“ื‘ืจื™ื ืฉื”ื•ื ืœืžื“ ืขืœ ื”ืื“ื™ื ื‘ื—ืœื•ืŸ.
02:55
Everybody participated -- Milton Glaser,
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ื›ื•ืœื ืœืงื—ื• ื—ืœืง - ืžื™ืœื˜ื•ืŸ ื’ืœื™ื™ื–ืจ.
02:59
Massimo Vignelli.
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ืžืืกื™ืžื• ื•ื™ื ื™ื™ืœื™.
03:02
Singapore was quite in discussion.
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ืกื™ื ื’ืคื•ืจ ื”ื™ื™ืชื” ื›ืžืจืงื—ื”.
03:06
This is a little spot that we filmed there
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ื–ื” ืžืงื•ื ืงื˜ืŸ ืฉืฆื™ืœืžื ื• ื‘ื•
03:11
that's to be displayed on the large JumboTrons in Singapore.
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ื–ื” ื™ื•ืฆื’ ืขืœ ืžื’ื“ืœื™ ื”ื’'ืžื‘ื•-ื˜ืจื•ืŸ ื‘ืกื™ื ื’ืคื•ืจ,
03:17
And, of course, it's one that's dear to my heart,
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ื•ื›ืžื•ื‘ืŸ ืฉื–ื” ื™ืงืจ ืœืœื™ื‘ื™,
03:22
because all of these sentiments --
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ื‘ื’ืœืœ ืฉื›ืœ ื”ืจื’ืฉื•ืช ื”ืืœื•,
03:24
some banal, some a bit more profound --
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ื—ืœืง ื‘ืื ืœื™ื™ื, ื—ืœืง ืžืขื˜ ื™ื•ืชืจ ืขืžื•ืงื™ื,
03:27
all originally had come out of my diary.
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ื›ื•ืœื ื™ืฆืื• ื‘ืžืงื•ืจ ืžื”ื™ื•ืžืŸ ืฉืœื™.
03:43
And I do go often into the diary
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ื•ืœืขืชื™ื ืงืจื•ื‘ื•ืช ืื ื™ ืคื•ื ื” ืœื™ื•ืžืŸ
03:45
and check if I wanted to change something about the situation.
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ื•ื‘ื•ื“ืง ืื ื”ื™ื™ืชื™ ืจื•ืฆื” ืœืฉื ื•ืช ืžืฉื”ื• ื‘ืžืฆื‘.
03:51
If it's -- see it for a long enough time,
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ืื ื–ื” - ืจื•ืื™ื ืืช ื–ื” ืžืกืคื™ืง ื–ืžืŸ,
03:53
I actually do something about it.
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ืื ื™ ืขื•ืฉื” ืžืฉื”ื• ื‘ืงืฉืจ ืœื–ื” ("ื›ืชื™ื‘ืช ื™ื•ืžืŸ ืชื•ืจืžืช ืœื”ืชืคืชื—ื•ืช ืื™ืฉื™ืช.")
03:57
And the very last one is a billboard.
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ื”ืื—ืจื•ืŸ ื”ื•ื ืฉืœื˜ ื—ื•ืฆื•ืช.
04:04
This is our roof in New York, the roof of the studio.
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ื–ื” ื”ื’ื’ ืฉืœื ื• ื‘ื ื™ื• ื™ื•ืจืง, ื”ื’ื’ ืฉืœ ื”ืกื˜ื•ื“ื™ื•.
04:08
This is newsprint plus stencils that lie on the newsprint.
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ืืœื• ื“ืคื™ ืขื™ืชื•ืŸ ื•ืฉื‘ืœื•ื ื•ืช ืฉื”ื ื—ื ื• ืขืœื™ื”ื.
04:13
We let that lie around in the sun.
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ื ืชื ื• ืœื–ื” ืœืฉื›ื‘ ื‘ืฉืžืฉ.
04:14
As you all know, newsprint yellows significantly in the sun.
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ื›ืคื™ ืฉืืชื ื™ื•ื“ืขื™ื, ื ื™ื™ืจ ืขื™ืชื•ืŸ ืžืฆื”ื™ื‘ ื‘ืฉืžืฉ.
04:19
After a week, we took the stencils and the leaves off,
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ืื—ืจื™ ืฉื‘ื•ืข ื”ื•ืจื“ื ื• ืืช ื”ืฉื‘ืœื•ื ื•ืช ื•ื”ืขืœื™ื,
04:21
shipped the newsprints to Lisbon to a very sunny spot,
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ืฉืœื—ื ื• ืืช ื”ืขื™ืชื•ื ื™ื ืœืœื™ืกื‘ื•ืŸ ืœืžืงื•ื ืขื ื”ืจื‘ื” ืฉืžืฉ,
04:26
so on day one the billboard said,
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ื›ืš ืฉื‘ื™ื•ื ื”ืจืืฉื•ืŸ ื”ื™ื” ื›ืชื•ื‘ ืขืœ ื”ืฉืœื˜,
04:28
"Complaining is silly. Either act or forget."
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"ืœื”ืชืœื•ื ืŸ ื–ื” ื˜ื™ืคืฉื™. ืื• ืฉืชืคืขืœ ืื• ืฉืชืฉื›ื—."
04:31
Three days later it faded, and a week later,
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ืฉืœื•ืฉื” ื™ืžื™ื ืื—ืจื™ ื–ื” ื›ื‘ืจ ื“ื”ื”, ื•ื›ืขื‘ื•ืจ ืฉื‘ื•ืข,
04:34
no more complaining anywhere.
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ืื™ืŸ ื™ื•ืชืจ ืชืœื•ื ื•ืช ื‘ืฉื•ื ืžืงื•ื.
04:37
(Laughter)
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(ืฆื—ื•ืง)
04:38
Thank you so much.
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ืชื•ื“ื” ืจื‘ื” ืœื›ื.
04:39
(Applause)
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(ืžื—ื™ืื•ืช ื›ืคื™ื™ื)
ืขืœ ืืชืจ ื–ื”

ืืชืจ ื–ื” ื™ืฆื™ื’ ื‘ืคื ื™ื›ื ืกืจื˜ื•ื ื™ YouTube ื”ืžื•ืขื™ืœื™ื ืœืœื™ืžื•ื“ ืื ื’ืœื™ืช. ืชื•ื›ืœื• ืœืจืื•ืช ืฉื™ืขื•ืจื™ ืื ื’ืœื™ืช ื”ืžื•ืขื‘ืจื™ื ืขืœ ื™ื“ื™ ืžื•ืจื™ื ืžื”ืฉื•ืจื” ื”ืจืืฉื•ื ื” ืžืจื—ื‘ื™ ื”ืขื•ืœื. ืœื—ืฅ ืคืขืžื™ื™ื ืขืœ ื”ื›ืชื•ื‘ื™ื•ืช ื‘ืื ื’ืœื™ืช ื”ืžื•ืฆื’ื•ืช ื‘ื›ืœ ื“ืฃ ื•ื™ื“ืื• ื›ื“ื™ ืœื”ืคืขื™ืœ ืืช ื”ืกืจื˜ื•ืŸ ืžืฉื. ื”ื›ืชื•ื‘ื™ื•ืช ื’ื•ืœืœื•ืช ื‘ืกื ื›ืจื•ืŸ ืขื ื”ืคืขืœืช ื”ื•ื•ื™ื“ืื•. ืื ื™ืฉ ืœืš ื”ืขืจื•ืช ืื• ื‘ืงืฉื•ืช, ืื ื ืฆื•ืจ ืื™ืชื ื• ืงืฉืจ ื‘ืืžืฆืขื•ืช ื˜ื•ืคืก ื™ืฆื™ืจืช ืงืฉืจ ื–ื”.

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