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

1,047,812 views ・ 2009-03-09

TED


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Traducător: Catalina Tudor Corector: Valentin Petrea
00:12
The new me is beauty.
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Mai nou, ma identific cu frumusetea.
00:14
(Laughter)
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(Rasete)
00:15
Yeah, people used to say, "Norman's OK,
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Da, oamenii obisnuiau sa spuna, stiti, Norman e in regula,
00:20
but if you followed what he said, everything would be usable
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dar daca il ascultati cu atentie, ceea ce spune o fi folositor
00:22
but it would be ugly."
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dar urat.
00:24
Well, I didn't have that in mind, so ...
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Eu nu asta aveam in minte, asa ca...
00:29
This is neat.
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Acest lucru este dragut.
00:31
Thank you for setting up my display.
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Va multumesc ca mi-ati setat ecranul.
00:33
I mean, it's just wonderful.
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Vreau sa zic, este pur si simplu minunat.
00:35
And I haven't the slightest idea of what it does or what it's good for,
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Si nu am nici cea mai vaga idee depre ce face sau la ce este bun,
00:38
but I want it.
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dar il doresc.
00:40
And that's my new life.
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Aceasta este viata mea noua.
00:42
My new life is trying to understand what beauty is about,
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Si in viata mea noua incerc sa inteleg ce este frumusetea,
00:46
and "pretty," and "emotions."
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si ce este dragut, precum si ce sunt emotiile.
00:48
The new me is all about making things kind of neat and fun.
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Eu, in viata mea noua, incerc sa fac lucrurile sa fie dragute si distractive.
00:52
And so this is a Philippe Starck juicer, produced by Alessi.
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Si uite asa, acesta este storcatorul lui Philippe Starck, produs de Alessi.
00:56
It's just neat; it's fun. It's so much fun I have it in my house --
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Este atat de disctractiv incat il am in casa mea,
dar il am la intrare, nu il folosesc sa fac suc.
01:00
but I have it in the entryway, I don't use it to make juice.
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(Rasete)
01:03
(Laughter)
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De fapt, am cumparat editia speciala placata cu aur
01:05
In fact, I bought the gold-plated special edition
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si aceasta editie vine cu un biletel
01:09
and it comes with a little slip of paper
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pe care scrie: "Nu folositi acest storcator pentru a face suc.
01:11
that says, "Don't use this juicer to make juice."
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Acidul va strica stratul de aur".
01:14
The acid will ruin the gold plating.
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(Rasete)
Asa ca am luat o cutie de suc de portocale
01:17
(Laughter)
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01:18
So actually, I took a carton of orange juice
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si am turnat sucul in pahar ca sa fac aceasta poza.
01:20
and I poured it in the glass to take this picture.
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(Rasete)
01:22
(Laughter)
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Dar dedesubt ese un cutit minunat.
01:25
Beneath it is a wonderful knife.
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Este un cutit de la Global fabricat in Japonia.
01:27
It's a Global cutting knife made in Japan.
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Uitati-va la forma lui, este pur si simplu fantastic sa ta uiti la el.
01:30
First of all, look at the shape -- it's just wonderful to look at.
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De altfel, este si foarte bine balansat
se tine si se simte bine.
01:35
Second of all, it's really beautifully balanced:
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Nu numai atat, dar este si atat de bine ascutit, incat chiar taie.
Este o placere sa il folosesti.
01:38
it holds well, it feels well.
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01:39
And third of all, it's so sharp, it just cuts.
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Asa ca are de toate, nu?
01:41
It's a delight to use.
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Este frumos si este functional.
01:43
And so it's got everything, right?
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Si pot sa va spun povesti despre el,
01:45
It's beautiful and it's functional.
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care sa-i creeze o imagine
01:47
And I can tell you stories about it,
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si astfel sa vedeti ca am o teorie a emotiei.
01:49
which makes it reflective,
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Iar acestea sunt cele trei componente.
01:51
and so you'll see I have a theory of emotion.
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Hiroshi Ishii si grupul sau de la MIT Media Lab
01:53
And those are the three components.
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au pus un proiector deasupra unei mese de ping-pong
01:55
Hiroshi Ishii and his group at the MIT Media Lab
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iar pe masa de ping-pong au proiectat o imagine cu apa
01:58
took a ping-pong table and placed a projector above it,
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si pesti ce innotau in apa.
02:01
and on the ping-pong table they projected an image of water
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Cand jucai ping-pong, oricand bila lovea o parte a mesei
02:04
with fish swimming in it.
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undele se raspandeau iar pestele fugea.
02:06
And as you play ping-pong, whenever the ball hits part of the table,
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Desigur, cand bila lovea cealalta parte a mesei
02:09
the ripples spread out and the fish run away.
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undele loveau bietul peste, astfel ca pestii nu putea sa gaseasca un loc linistit.
02:11
But of course, then the ball hits the other side,
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(Rasete)
02:13
the ripples hit the -- poor fish, they can't find any peace and quiet.
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Este aceasta o modalitate buna de a juca ping-pong?
Nu. Insa este distractiva?
02:16
(Laughter)
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02:17
Is that a good way to play ping-pong?
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Da! Da.
02:19
No. But is it fun?
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Deci, uitati-va la Google.
02:21
Yeah! Yeah.
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Daca scrieti de exemplu "emotion and design" (emotie si design)
02:24
Or look at Google.
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02:26
If you type in, oh say, "emotion and design,"
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vi se vor prezenta 10 pagini cu rezultate.
Asa ca Google a luat sigla lor si a intins-o.
02:31
you get 10 pages of results.
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In loc sa spuna "Ai 73.000 de rezultate.
02:33
So Google just took their logo and they spread it out.
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De la 1 la 20. Urmatoarea",
02:36
Instead of saying, "You got 73,000 results.
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ei iti pun atatia "O" cate pagini sunt.
02:38
This is one through 20. Next,"
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Este foarte simplu si subtil.
02:40
they just give you as many o's as there are pages.
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Pariez ca multi dintre voi ati vazut acest lucru dar nu l-ati observat.
02:42
It's really simple and subtle.
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02:44
I bet a lot of you have seen it and never noticed it.
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Acesta este subconstientul
care l-a cam observat, probabil i-a si placut
02:47
That's the subconscious mind
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dar fara ca persoana sa stie de ce.
02:49
that sort of notices it -- it probably is kind of pleasant
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Este o idee pur si simplu desteapta.
02:51
and you didn't know why.
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Si bineinteles, ceea ce este cu adevarat bun,
02:53
And it's just clever.
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este ca daca scrii "design and emotion" (design si emotie),
02:55
And of course, what's especially good is,
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primul rezultat din cele 10 pagini este web site-ul meu.
02:57
if you type "design and emotion,"
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02:59
the first response out of those 10 pages is my website.
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(Rasete)
Dar ce e ciudat, este ca Google minte,
03:03
(Laughter)
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03:05
Now, the weird thing is Google lies,
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fiindca daca scriu "design and emotion" (design si emotie)
el spune "Nu ai nevoie de cuvantul 'si'. Cautam si fara."
03:08
because if I type "design and emotion,"
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03:10
it says, "You don't need the 'and.' We do it anyway."
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Asa ca bine.
Scriu "design emotion"
03:13
So, OK.
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si web site-ul meu nu mai este primul.
03:15
So I type "design emotion"
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Este al treilea.
03:17
and my website wasn't first again.
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Asta insa e alta poveste.
03:19
It was third.
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03:21
Oh well, different story.
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Am citit odata un articol interesant in "The New York Times"
03:24
There was this wonderful review in The New York Times
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despre automobilul MINI Cooper.
03:27
about the MINI Cooper automobile.
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Spunea: "Stiti, aceasta masina are o gramada de defecte.™
03:29
It said, "You know, this is a car that has lots of faults.
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Cumparati-o oricum.
03:32
Buy it anyway.
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E o placere s-o conduci."
03:34
It's so much fun to drive."
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Si daca va uitati in interiorul masinii --
03:36
And if you look at the inside of the car --
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fiindca am vrut s-o vad, am inchiriat-o,
03:39
I mean, I loved it, I wanted to see it, I rented it,
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acesta sunt eu facand o poza in timp ce fiul meu o conducea --
03:41
this is me taking a picture while my son is driving --
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iar interiorul masinii, de fapt tot design-ul este distractiv.
03:44
and the inside of the car, the whole design is fun.
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Este rotund, dragut.
03:47
It's round, it's neat.
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Butoanele functioneaza de minune.
03:49
The controls work wonderfully.
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Asa ca aceasta este noua mea viata, totul se reduce la distractie.
03:51
So that's my new life; it's all about fun.
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Chiar am sentimentul ca lucrurile placute merg mai bine,
03:54
I really have the feeling that pleasant things work better,
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iar acest lucru niciodata nu a avut logica pentru mine
03:57
and that never made any sense to me
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pana cand mi-am dat seama intr-un final ca, uite...
04:00
until I finally figured out -- look ...
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O sa pun o scandura pe podea.
04:04
I'm going to put a plank on the ground.
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Imaginati-va o scandura de 60 cm latime si 900 cm lungime.
04:06
So, imagine I have a plank about two feet wide and 30 feet long
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o sa merg pe ea si, dupa cum vedeti, pot sa merga fara sa ma uit,
04:09
and I'm going to walk on it, and you see I can walk on it without looking,
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pot sa ma duc inainte si inapoi si pot sa si sar.
04:12
I can go back and forth and I can jump up and down.
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Nici o problema.
04:14
No problem.
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Dar daca pun scadura la 90 m inaltime in aer
04:16
Now I'm going to put the plank 300 feet in the air --
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nici ca am sa ma duc langa ea, multumesc frumos.
04:20
and I'm not going to go near it, thank you.
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04:25
Intense fear paralyzes you.
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Frica intensa te paralizeaza.
04:27
It actually affects the way the brain works.
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De fapt chiar afecteaza felul in care creierul functioneaza.
04:30
So, Paul Saffo, before his talk said that he didn't really have it down
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Paul Saffo, chiar inainte de discursul sau, a zis ca nu l-a avut scris
04:34
until just a few days or hours before the talk,
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pana inainte cu cateva zile sau ore,
04:36
and that anxiety was really helpful in causing him to focus.
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si stresul acela a fost de mare ajutor in a-l face sa se concentreze.
04:40
That's what fear and anxiety does;
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Si asta este ce fac frica si stresul.
04:42
it causes you to be -- what's called depth-first processing --
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Te fac sa fi ceea ce se numeste procesare in adancime,
04:45
to focus, not be distracted.
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sa te concetrezi, sa nu te lasi distras
04:48
And I couldn't force myself across that.
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si nu am putut sa ma impotrivesc.
04:51
Now some people can -- circus workers, steel workers.
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Acum unii oameni pot - circarii, muncitorii din industria metalifera.
04:54
But it really changes the way you think.
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Insa iti schimba felul de gandire.
04:56
And then, a psychologist, Alice Isen,
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Un psiholog, Alice Isen,
04:59
did this wonderful experiment.
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a facut un experiment minunat.
05:01
She brought students in to solve problems.
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A cerut unor studenti sa rezolve niste probleme.
05:03
So, she'd bring people into the room,
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I-a adus intr-o camera
05:05
and there'd be a string hanging down here
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unde era o sfoara ce atarna aici,
05:07
and a string hanging down here.
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alta sfoara mai incolo
05:09
It was an empty room, except for a table with a bunch of crap on it --
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si o camera goala cu exeptia unei mese plina cu tot felul de maruntisuri pe ea --
05:12
some papers and scissors and stuff.
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niste foi de hartie, foarfeci si altele.
05:14
And she'd bring them in,
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Ea i-a adus in camera
05:16
and she'd say,
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si le-a spus:
05:18
"This is an IQ test and it determines how well you do in life.
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"Acesta este un test de inteligenta care determina cat de bine va descurcati in viata.
05:21
Would you tie those two strings together?"
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V-as ruga sa legati aceste doua sfori impreuna."
05:24
So they'd take one string and they'd pull it over here
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Asa ca ei luau o sfoara si o trageau incoace
05:27
and they couldn't reach the other string.
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dar nu puteau ajunge la cealalta.
05:30
Still can't reach it.
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Tot nu ajungeau la cealalta.
05:32
And, basically, none of them could solve it.
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Nici unul dintre ei nu a putut rezolva problema.
05:35
You bring in a second group of people,
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A adus un al doilea grup de oameni,
05:38
and you say, "Oh, before we start,
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Si le-a zis: "Inainte de a incepe,
05:41
I got this box of candy, and I don't eat candy.
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am cutia aceasta de bomboane, insa eu nu mananc bomboane.
05:44
Would you like the box of candy?"
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O vreti voi?"
05:46
And turns out they liked it, and it made them happy --
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Si se pare ca lor le-a placut ideea si ca bomboanele i-au facut fericiti,
05:49
not very happy, but a little bit of happy.
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nu chiar atat de fericiti, dar un pic fericiti.
05:51
And guess what -- they solved the problem.
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Si ghiciti ce s-a intamplat -- au rezolvat problema.
05:53
And it turns out that when you're anxious
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Astfel ca se pare ca atunci cand esti stresat
05:56
you squirt neural transmitters in the brain, which focuses you
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creierul da drumul la multi transmitatori neurali, care te ajuta sa te concentrezi,
05:59
makes you depth-first.
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sa procesezi in adancime,
06:01
And when you're happy -- what we call positive valence --
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Iar atunci cand esti fericit -- ceea ce numim noi valenta pozitiva --
06:04
you squirt dopamine into the prefrontal lobes,
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lobii frontali dau drumul la niste transmitatori numiti dopamina,
06:06
which makes you a breadth-first problem solver:
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care te ajuta sa procesezi lucrurile la suprafata mai intai.
06:08
you're more susceptible to interruption; you do out-of-the-box thinking.
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Astfel, raspunzi mai bine la intreruperi, gandesti mai bine cand esti luat prin surprindere.
06:11
That's what brainstorming is about, right?
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Despre asta este vorba cand ai nevoie de inspiratie, nu?
06:14
With brainstorming we make you happy, we play games,
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Cand ai o idee trasnita esti fericit, asa ca noi jucam jocuri,
06:17
and we say, "No criticism,"
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si spunem: "Fara critica",
06:19
and you get all these weird, neat ideas.
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si asa iti vin toate ideile acestea ticnite si dragute.
06:21
But in fact, if that's how you always were you'd never get any work done
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Insa, daca asa ai fi tot timpul, nu ai mai reusi sa fi productiv,
06:24
because you'd be working along and say, "Oh, I got a new way of doing it."
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fiindca ai munci dar totodata ai spune: "Oh, am o noua modalitate de a rezolva problema aceasta".
06:27
So to get work done, you've got to set a deadline, right?
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Astfel ca pentru a face lucrurile sa functioneze avem nevoie de termeni finali, nu?
06:31
You've got be anxious.
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Si asta ne streseaza.
06:33
The brain works differently
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Creierul functioneaza diferit
06:35
if you're happy. Things work better because you're more creative.
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si daca esti fericit, lucrurile functioneaza fiindca esti mai creativ.
06:38
You get a little problem, you say, "Ah, I'll figure it out."
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Daca ai o problema, spui: "O s-o dau eu de capat".
06:41
No big deal.
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Nu e mare lucru.
06:43
There's something I call the visceral level of processing, and there will be visceral-level design.
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Exista ceva pe care eu il numesc nivelul de procesare visceral.
Biologia -- ne-am adaptat prin biologie astfel incat sa ne placa culorile aprinse.
06:47
Biology -- we have co-adapted through biology to like bright colors.
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Este bine, in special, ca mamiferelor le plac fructele
06:51
That's especially good that mammals and primates like fruits
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si plantele aprinse la culoare, pentru ca mananci fructul
06:55
and bright plants, because you eat the fruit
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si astfel imprasti semintele.
06:57
and you thereby spread the seed.
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Multe lucruri sunt inmagazinate in creier.
06:59
There's an amazing amount of stuff that's built into the brain.
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Nu ne plac gusturile amare, nu ne plac zgomotele,
07:02
We dislike bitter tastes, we dislike loud sounds,
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nu ne plac temperaturile ridicate si nici cele joase.
07:05
we dislike hot temperatures, cold temperatures.
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Nu ne plac vocile cicalitoare, nu ne plac fetele incruntate,
07:07
We dislike scolding voices. We dislike frowning faces;
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insa ne plac fetele simetrice si asa mai departe.
07:11
we like symmetrical faces, etc., etc.
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Acesta este nivelul visceral despre care vorbeam
si prin design putem sa prezentam lucrurile elementare in foarte multe formule.
07:15
So that's the visceral level.
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07:17
In design, you can express visceral in lots of ways,
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De exemplu, putem alege fontul caracterelor sau culoarea rosie pentru a atrage atentia.
07:20
like the choice of type fonts and the red for hot, exciting.
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Sau de exemplu masina Jaguar din anul 1963.
De fapt ea este o masina proasta, care se strica tot timpul,
07:25
Or the 1963 Jaguar:
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07:27
It's actually a crummy car, falls apart all the time,
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dar proprietarii acestei masini o indragesc.
Si este si frumoasa -- este in Muzeul de Arta Moderna.
07:30
but the owners love it.
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O sticla de apa.
07:32
And it's beautiful -- it's in the Museum of Modern Art.
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O cumperi pentru sticla, nu pentru apa.
07:34
A water bottle:
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07:36
You buy it because of the bottle, not because of the water.
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Si cand oamenii termina de baut apa nu o arunca,
07:39
And when people are finished, they don't throw it away.
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o tin pentru -- stiti si voi, e ca si sticlele vechi de vin -- o pastram pe post de decoratie,
07:42
They keep it for -- you know, it's like the old wine bottles, you keep it for decoration
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sau pentru a o umple cu apa din nou, ceea ce dovedeste ca nu apa era esentialul.
07:45
or maybe fill it with water again, which proves it's not the water.
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Totul se reduce la experienta viscerala.
07:48
It's all about the visceral experience.
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Nivelul mijlociu de procesare este nivelul comportamental.
07:53
The middle level of processing is the behavioral level
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La acest nivel se intampla majoritatea lucrurilor.
Instinctul se petrece in subconstient.
07:57
and that's actually where most of our stuff gets done.
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Comportamentul se petrece in subconstient.
07:59
Visceral is subconscious, you're unaware of it.
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08:01
Behavioral is subconscious, you're unaware of it.
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Aproape tot ceea ce facem este fara sa constientizam.
Merg pe scena, picioarele se misca singure.
08:04
Almost everything we do is subconscious.
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08:06
I'm walking around the stage -- I'm not attending to the control of my legs.
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Fac multe lucruri, o mare parte din ceea ce spun vine din subconstient.
08:10
I'm doing a lot; most of my talk is subconscious;
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Am pregatit prezentarea si m-am gandit mult la ea.
O mare parte din ceea ce facem este rezultatul subconstientului.
08:13
it has been rehearsed and thought about a lot.
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Comportamentul automat -- comportamentul dibacic vine din subconstient
08:15
Most of what we do is subconscious.
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08:17
Automatic behavior -- skilled behavior -- is subconscious,
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si este controlat de partea comportamentala.
Astfel, design-ul comportamental se refera la cum sa fi in control.
08:20
controlled by the behavioral side.
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08:22
And behavioral design is all about feeling in control,
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Asta include elemente precum: nivelul de folosire sau de intelegere al produsului,
08:26
which includes usability, understanding --
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precum si calitatea si bogatia lui.
De aceea cutitele de marca Global sunt atat de dragute.
08:29
but also the feel and heft.
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Sunt foarte bine balansate, foarte ascutite,
08:31
That's why the Global knives are so neat.
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simti ca esti in control atunci cand vrei sa tai cu ele.
08:33
They're so nicely balanced, so sharp,
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Sau condusul unei masini sport de inalta performanta
08:35
that you really feel you're in control of the cutting.
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08:37
Or, just driving a high-performance sports car
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in jurul unei curbe periculoase.
08:40
over a demanding curb --
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Di nou, acel sentiment ca suntem in control deplin.
08:42
again, feeling that you are in complete control of the environment.
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Sau sentimentul senzual.
08:45
Or the sensual feeling.
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Acesta este un dus de marca Kohler, un dus precum o cascada.
08:47
This is a Kohler shower, a waterfall shower,
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Si de fapt, apa iese si din aceste butoane de jos.
08:49
and actually, all those knobs beneath are also showerheads.
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Tasneste apa de peste tot.
08:52
It will squirt you all around
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Si poti sta in dusul acesta ore intregi.
08:54
and you can stay in that shower for hours --
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Fara sa consumi apa degeaba, apropos,
08:56
and not waste water, by the way,
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dusul recircula apa aceasta murdara.
08:58
because it recirculates the same dirty water.
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(Rasete)
09:00
(Laughter)
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Sau acest obiect -- este un ceainic foarte dragut pe care l-am gasit
09:03
Or this -- this is a really neat teapot I found
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in hotelul The Four Seasons (cele patru anotimpuri) din Chicago.
09:05
at high tea at The Four Seasons Hotel in Chicago.
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Este un ceainic de marca Ronnefeldt care se inclina.
09:09
It's a Ronnefeldt tilting teapot.
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Cam asa arata ceainicul.
09:11
That's kind of what the teapot looks like
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Dar cand il folosesti incepi prin a-l lasa pe spate,
09:13
but the way you use it is you lay it on its back,
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apoi pui ceai in el,
apoi il umpli cu apa,
09:17
and you put tea in,
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pentru ca apa trece apoi prin ceai.
09:19
and then you fill it with water.
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09:21
The water then seeps over the tea.
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Si ceaiul sta in chestia asta din dreapta --
09:24
And the tea is sitting in this stuff to the right --
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ceaiul este in partea dreapta a liniei acestea.
E un mic pervaz inauntru, asa ca ceaiul sta acolo
09:27
the tea is to the right of this line.
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si apa il umple asa.
09:29
There's a little ledge inside, so the tea is sitting there
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Si cand ceaiul s-a facut, sau aproape s-a facut, il inclini.
09:31
and the water is filling it up like that.
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09:33
And when the tea is ready, or almost ready, you tilt it.
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Si asta face ca ceaiul sa fie partial acoperit
09:36
And that means the tea is partially covered
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in timp ce se prepara.
Si cand s-a terminat, il pui in pozitie verticala.
09:39
while it completes the brewing.
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Si in momentul acesta ceaiul este -- va aduceti aminte -- desupra liniei acestea
09:41
And when it's finished, you put it vertically,
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si apa se ridica doar pana la acest nivel
09:43
and now the tea is -- you remember -- above this line
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09:45
and the water only comes to here --
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si astfel tine ceaiul la suprafata
Si mai mult de atat, acest lucru ne comunica ceva.
09:48
and so it keeps the tea out.
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In asta constau emotiile.
09:50
On top of that, it communicates,
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Emotiile se refera la felul in care ne comportam.
09:52
which is what emotion does.
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09:54
Emotion is all about acting; emotion is really about acting.
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Este vorba despre a fi in siguranta in lumea aceasta.
Cunoasterea se refera la intelegerea lumii, emotiile se refera la interpretarea ei.
09:57
It's being safe in the world.
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09:59
Cognition is about understanding the world, emotion is about interpreting it --
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Se refera la a sti ce e bun, ce e rau, ce e sanatos, ce e periculos,
precum si la a ne forma comportamentul. De aceea ni se contracta si relaxeaza muschii.
10:03
saying good, bad, safe, dangerous,
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10:05
and getting us ready to act, which is why the muscles tense or relax.
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Si de aceea putem sa spunem care-i sunt emotiile unei persoane,
10:08
And that's why we can tell the emotion of somebody else --
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pentru ca muschii actioneaza fara sa-si dea seama,
ba mai mult, am evoluat astfel incat muschii fetei sunt acum plini de emotii.
10:12
because their muscles are acting, subconsciously,
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10:14
except that we've evolved to make the facial muscles really rich with emotion.
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Ei bine, acesta are emotii
pentru ca spune chelnerului: "Hei, am terminat. Vezi? E ridicat".
10:20
Well, this has emotions if you like,
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10:22
because it signals the waiter that, "Hey, I'm finished. See -- upright."
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Si chelnerul vine si spune: "Mai doriti apa?"
10:26
And the waiter can come by and say, "Would you like more water?"
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Este dragut. Ce design superb.
Al treilea nivel este cel al reflectiei,
10:29
It's kind of neat. What a wonderful design.
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10:31
And the third level is reflective,
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care se refera la constiinta,
10:35
which is, if you like the superego,
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este o mica parte din creier care nu are control asupra a ce facem,
10:39
it's a little part of the brain that has no control over what you do,
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nu are control asupra -- nu vede semnificatiile,
10:42
no control over the -- doesn't see the senses,
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nu controleaza muschii.
Observa ceea ce se petrece.
10:46
doesn't control the muscles.
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Este acea mica voce in capul nostru
10:48
It looks over what's going on.
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care se uita si spune: "Asta e bine. Asta e rau."
10:50
It's that little voice in your head
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sau "De ce faci lucrul acesta? Nu inteleg."
10:52
that's watching and saying, "That's good. That's bad."
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Este acea mica voce din capul nostru care vegheaza asupra constiintei.
10:54
Or, "Why are you doing that? I don't understand."
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Sa va arat un produs minunat al reflectiei.
10:56
It's that little voice in your head that's the seat of consciousness.
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Proprietarii masinii Hummer au spus: "Stiti, am avut multe masini in viata mea,
11:00
Here's a great reflective product.
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tot felul de masini exotice,
11:03
Owners of the Hummer have said, "You know I've owned many cars in my life --
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dar niciodata nu am avut o masina care sa atraga asa mare atentie."
11:07
all sorts of exotic cars,
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Totul se reduce la imagine.
11:09
but never have I had a car that attracted so much attention."
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Nu e vorba despre cat de buna e masina.
Dar daca preferati un model mai pozitiv,
11:13
It's about attention. It's about their image,
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uitati aici o masina din marca GM (General Motors).
Motivul pentru care ai cumpara aceasta masina acum este pentru ca iti pasa de mediu.
Si o cumperi ca sa protejezi mediul,
11:18
not about the car.
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chiar daca primele masini de acest tip vor fi foarte scumpe
11:20
If you want a more positive model --
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11:22
this is the GM car.
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si nu vor fi perfecte.
11:24
And the reason you might buy it now is because you care about the environment.
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Dar acesta este design-ul "reflectiv" facut bine.
11:26
And you'll buy it to protect the environment,
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Sau un ceas scump ca sa impresionezi oamenii,
11:28
even though the first few cars are going to be really expensive
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care ar spune: "Oh, nu stiam ca ai ceasul asta."
11:31
and not perfected.
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Spre deosebire de ceasul acesta,
11:33
But that's reflective design as well.
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care e pur si simplu un ceas "comportamental",
11:35
Or an expensive watch, so you can impress people --
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care probabil functioneaza mult mai bine decat cel de 13.000 de dolari pe care vi l-am aratat inainte.
11:37
"Oh gee, I didn't know you had that watch."
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Dar este urat.
11:40
As opposed to this one,
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Acesta este clar un ceas pe care Don Norman l-ar purta.
11:42
which is a pure behavioral watch,
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Si ceea ce este fascinant este ca intarati emotiile intre ele,
11:44
which probably keeps better time than the $13,000 watch I just showed you.
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creezi o frica "viscerala"
11:47
But it's ugly.
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impotriva starii "reflective" care spune "E in regula. E in regula. Esti in siguranta. Esti in siguranta."
11:49
This is a clear Don Norman watch.
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11:51
And what's neat is sometimes you pit one emotion against the other,
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Daca parcul acesta de distractii ar fi ruginit si ar fi aproape de a se prabusi, nu te-ai duce.
11:54
the visceral fear of falling
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11:57
against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."
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Asa ca alegi emotia cea buna.
Alt lucru interesant
12:02
If that amusement park were rusty and falling apart, you'd never go on the ride.
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(Rasete)
12:06
So, it's pitting one against the other.
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Deci, Jake Cress este un tamplar
si el creeaza mobila incredibil de interesanta.
12:12
The other neat thing ...
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Acesta este scaunul lui cu ghiara
12:15
(Laughter)
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si saracutul de scaun si-a pierdut mingiuca
si incearca sa o recupereze inainte ca cineva sa-si dea seama.
12:19
So Jake Cress is this furniture maker,
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12:22
and he makes this unbelievable set of furniture.
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Si interesant aici este felul in care acceptam aceasta poveste.
12:25
And this is his chair with claw,
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Si astfel emotiile sunt minunate.
12:27
and the poor little chair has lost its ball
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Aceasta ese noua mea persoana.
12:30
and it's trying to get it back before anybody notices.
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Spun doar lucruri pozitive de acum inainte.
(Rasete)
12:34
And what's so neat about it is how you accept that story.
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(Aplauze)
12:38
And that's what's nice about emotion.
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12:41
So that's the new me.
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12:43
I'm only saying positive things from now on.
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12:45
(Laughter)
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12:46
(Applause)
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