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

Prevodilac: Milenka Okuka Lektor: Mile Živković

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?

Šta je dovraga bilo ovo?

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

Pa, ne znate jer niste mogli da razumete.

It wasn't clear.

Nije bilo jasno.

But hopefully, it was said with enough conviction

Ali srećom, izrečeno je dovoljno ubedljivo

that it was at least alluringly mysterious.

da je bar zvučalo zavodljivo mistično.

Clarity or mystery?

Jasnoća ili misterija?

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

Radeći kao grafički dizajner, balansiram između ovo dvoje svakodnevno,

as well as my daily life as a New Yorker

kao i u mojoj njujorškoj svakodnevici,

every day,

svaki dan

and there are two elements that absolutely fascinate me.

i postoje dva elementa koja me potpuno oduševljavaju.

Here's an example.

Evo jednog primera.

Now, how many people know what this is?

Sad, koliko vas zna šta je ovo?

Okay. Now how many people know what this is?

U redu. Sada koliko vas zna šta je ovo?

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

U redu. Uz pomoć još dva vešta poteza genijalnog Čarlsa M. Šulca,

we now have seven deft strokes that in and of themselves

videli smo sedam veštih poteza koji u sebi i sobom

create an entire emotional life,

sadrže celokupan emocionalni život,

one that has enthralled hundreds of millions of fans

onoga koji je očaravao stotine miliona fanova

for over 50 years.

preko 50 godina.

This is actually a cover of a book

Ovo je zapravo korica knjige

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

koju sam dizajnirao o Šulcovom delu i njegovoj umetnosti,

which will be coming out this fall,

koja će da izađe iz štampe ove jeseni,

and that is the entire cover.

a to je sve što će da bude na korici.

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

Nema dodatnih tipografskih informacija ili vizuelnih informacija spreda,

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

a knjiga se zove: "Samo ono što je nužno".

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

Ovo je na neki način simbolično za odluke koje donosim svakodnevno

about the design that I'm perceiving,

o tome kako vidim dizajn

and the design I'm creating.

i kako stvaram dizajn.

So clarity.

Dakle, jasnoća.

Clarity gets to the point.

Jasnoća vas vodi do cilja.

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

Otvorena je. Čestita je. Iskrena je.

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

Pitamo se sledeće: ["Kada da budete jasni?"]

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

E sad, ovakve stvari, bilo da smo u stanju da ih tumačimo ili ne,

needs to be really, really clear.

moraju da budu zaista, zaista jasne.

Is it?

Jesu li?

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

Ovo je skorašnji primer urbane jasnoće koju prosto obožavam,

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

uglavnom jer uvek kasnim i uvek žurim.

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

Pa kad su se ovi znaci počeli pojavljivati pre nekoliko godina na uglovima ulica,

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 sekundi je potrebno da pređem ulicu

before I got run over by a car.

pre nego što me pregazi auto.

Six? I can do that. (Laughter)

Šest? Uspeću. (Smeh)

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

Zato razmotrimo šta je jin, ako je jasnoća jang,

and that is mystery.

a to je misterija.

Mystery is a lot more complicated by its very definition.

Misterija je po samoj definiciji daleko komplikovanija.

Mystery demands to be decoded,

Misterija traži da bude odgonetnuta,

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

a kada se dobro odradi, zaista, zaista to želimo.

["When should you be mysterious?"]

["Kada da budete misteriozni?"]

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

U Drugom svetskom ratu, Nemci su jako, jako želeli da odgonetnu ovo,

and they couldn't.

a nisu mogli.

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

Ovo je primer dizajna koji sam nedavno završio

for a novel by Haruki Murakami,

za roman Harukija Murakamija,

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

za koga sam dizajnirao sad već preko 20 godina,

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

a ovaj roman je o mladiću koji ima četiri draga prijatelja

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

koji ga iznenada, nakon prve godine fakulteta

completely cut him off with no explanation,

u potpunosti otkače, bez ikakvog objašnjenja

and he is devastated.

i on je očajan.

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

Imena svih prijatelja na japanskom se odnose na neku boju.

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

Pa imamo g. Crvenog, g. Plavog, g. Belog i g. Crnog.

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

Ime Cukurija Tazakija se ne odnosi ni na jednu boju,

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

pa je njegov nadimak Bezbojni i dok se priseća njihovog prijateljstva,

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

seća se da su bili poput pet prstiju na ruci.

So I created this sort of abstract representation of this,

Pa sam napravio nekakvu apstraktnu predstavu ovoga,

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

ali mnogo toga se dodatno dešava ispod površine priče

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

i još mnogo toga se dešava ispod košuljice.

The four fingers are now four train lines

Četiri prsta se pretvaraju u četiri tračnice

in the Tokyo subway system,

u tokijskom podzemnom sistemu,

which has significance within the story.

koje imaju značenje unutar priče.

And then you have the colorless subway line

A tu je i bezbojna podzemna tračnica

intersecting with each of the other colors,

koja seče sve druge boje,

which basically he does later on in the story.

što on zapravo i radi, kasnije u priči.

He catches up with each of these people

Susreće svakog od ovih ljudi pojedinačno

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

kako bi otkrio zašto su se tako poneli prema njemu.

And so this is the three-dimensional finished product

Dakle, ovo je trodimenzionalni gotov proizvod

sitting on my desk in my office,

koji stoji na stolu u mojoj kancelariji,

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

a očekivao sam da ćete prosto biti privučeni

by the mystery of what this looks like,

misterijom izgleda knjige

and will want to read it

i da ćete poželeti da je pročitate,

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

da odgonetnete, otkrijete i da vam bude jasnije zašto tako izgleda.

["The Visual Vernacular."]

["Vizuelni žargon."]

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

Na ovaj način koristite nešto poznatiji vid misterije.

What does this mean?

Šta to znači?

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

Evo šta znači. ["Neka izgleda kao nešto drugo."]

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

Vizuelni žargon je način na koji ustaljeni pogled na određene stvari

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

primenjujemo na nešto drugo, kako bismo to videli drugačije.

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

To je pristup koji sam hteo da primenim na knjigu eseja Dejvida Sedarisa,

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

koja je tada imala ovaj naslov: ["Sva lepota koja će vam ikad trebati"]

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

Sad, izazov je bio u tome što ovaj naslov zapravo ne znači ništa.

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

Nije povezan ni sa jednim esejom u knjizi.

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

Javio se piščevom momku u snu.

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

Mnogo vam hvala, dakle - (Smeh) - dakle, obično osmišljavam dizajn

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

koji je na neki način u vezi s tekstom, ali ovo je bio sav tekst koji sam imao.

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

Dakle, imate ovaj misteriozni naslov koji zaista ne znači ništa,

so I was trying to think:

pa sam počeo da razmišljam:

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

gde se može videti misteriozni tekst koji izgleda smisleno, ali je besmislen?

And sure enough, not long after,

I naravno, ne zadugo,

one evening after a Chinese meal,

jedne večeri nakon kineskog obroka,

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

ovo je stiglo i ja sam pomislio: "Ah, cvrc, ideogazm!" (Smeh)

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

Uvek su mi se sviđali urnebesno misteriozni tropi kolačića sreće

that seem to mean something extremely deep

koji izgledaju kao da imaju izuzetno duboko značenje,

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

no kada razmislite o tome - ako uopšte razmišljate o tome - zaista nemaju.

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

Ovaj kaže: "Skoro da niko ne zna koliko dobijamo ignorisanjem budućnosti."

Thank you. (Laughter)

Hvala. (Smeh)

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

Ali možemo da uzmemo ovaj vizuelni žargon i da ga primenimo na g. Sedarisa

and we are so familiar with how fortune cookie fortunes look

i toliko nam je poznato kako izgledaju kolačići sudbine

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

da nam više ni ne trebaju komadići kolača.

We're just seeing this strange thing

Prosto ugledamo ovu neobičnu pojavu

and we know we love David Sedaris,

i jasno nam je da volimo Dejvida Sedarisa

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

i nadamo se da će nam biti zabavno.

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

["'Prevarant', eseji Dejvida Rakofa"] Dejvid Rakof je bio divan pisac

and he called his first book "Fraud"

i svoju prvu knjigu je naslovio "Prevarant"

because he was getting sent on assignments by magazines

jer su ga časopisi često slali na zadatke

to do things that he was not equipped to do.

da radi stvari za koje nije bio obučen.

So he was this skinny little urban guy

Dakle, on je bio maleni mršavi urbani momak,

and GQ magazine would send him down the Colorado River

a časopis GQ ga je slao niz reku Kolorado

whitewater rafting to see if he would survive.

na rafting brzacima kako bi videli da li će preživeti.

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

A on bi potom pisao o tome i osećao se kao prevarant

and that he was misrepresenting himself.

koji se pogrešno predstavlja.

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

Pa sam želeo i da se korica ove knjige takođe pogrešno predstavlja

and then somehow show a reader reacting to it.

i da potom nekako isprovocira čitaoca.

This led me to graffiti.

Ovo me je dovelo do grafita.

I'm fascinated by graffiti.

Mene grafiti fasciniraju.

I think anybody who lives in an urban environment

Mislim da se bilo ko ko živi u urbanom okruženju

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

susreće sa grafitima sve vreme i postoje razni grafiti.

This is a picture I took on the Lower East Side

Ovo je fotografija koju sam napravio na Donjem Ist sajdu,

of just a transformer box on the sidewalk

radi se prosto o transformatoru na trotoaru

and it's been tagged like crazy.

koji je ispisan kao lud.

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

Sad, bilo da gledate ovo i mislite: "Oh, ovo je šarmantna urbana impresija",

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

ili ovo posmatrate i kažete: "Ovo je nazakonita zloupotreba poseda",

the one thing I think we can all agree on

možemo se složiti u jednom,

is that you cannot read it.

a to je da ga ne možemo pročitati.

Right? There is no clear message here.

Je li tako? Ovde nema jasne poruke.

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

Postoji drugi vid grafita koji smatram daleko interesantnijim,

which I call editorial graffiti.

a koje zovem uredničkim grafitima.

This is a picture I took recently in the subway,

Ovo je fotografija koju sam nedavno napravio u podzemnoj

and sometimes you see lots of prurient, stupid stuff,

i ponekad vidite gomilu lascivnih gluposti,

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

ali ovaj mi je bio interesantan, a to je poster koji nam kaže:

rah-rah Airbnb,

ra-ra arbnb,

and someone has taken a Magic Marker

a neko je uzeo flomaster

and has editorialized about what they think about it.

i izneo je stav šta misli o tome.

And it got my attention.

I to mi je privuklo pažnju.

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

Pa sam počeo da mislim kako da to primenim na knjigu?

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

Pa sam dobio knjigu te osobe i počeo da je čitam i razmišljam:

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

ovaj lik nije ono što kaže da je; on je prevarant.

And I get out a red Magic Marker,

Izvadio sam crveni flomaster

and out of frustration just scribble this across the front.

i isfrustrirano sam naškrabao ovo na pročelju.

Design done. (Laughter)

Dizajn je gotov. (Smeh)

And they went for it! (Laughter)

I oni su ga prihvatili! (Smeh)

Author liked it, publisher liked it,

Piscu se svideo, izdavaču se svideo

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

i tako je knjiga izašla u svet

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

i bilo je zabavno gledati ljude kako je čitaju u podzemnoj

and walking around with it and what have you,

i kako šetaju s njom i šta sve ne

and they all sort of looked like they were crazy.

i svi su nekako izgledali kao ludaci.

(Laughter)

(Smeh)

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

["'Perfidia', roman Džejmsa Elroja"] Džejms Elroj je sjajan krimi pisac,

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

dobar prijatelj, sarađivao sam s njim dugo.

He is probably best known as the author

Verovatno je najpoznatiji kao pisac

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

"Crne dalije" i "Poverljivo iz L. A."

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

Njegov poslednji roman je ovako nazvan, to je veoma misteriozan naslov,

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

siguran sam da mnogi znaju šta znači, ali mnogi i ne znaju.

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

A to je priča o japansko-američkom detektivu iz Los Anđelesa, iz 1941.

investigating a murder.

koji istražuje ubistvo.

And then Pearl Harbor happens,

A potom se Perl Harbor desi

and as if his life wasn't difficult enough,

i kao da mu život nije dovoljno komplikovan,

now the race relations have really ratcheted up,

sada rasni odnosi zaista donose preokret,

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

i japansko-američki kazneni kampovi se brzo prave

and there's lots of tension

i mnogo je napetosti

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

i groznih stvari dok on i dalje pokušava da reši ubistvo.

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

Pa sam prvo o ovome razmišljao bukvalno,

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

u redu, uzećemo Perl Harbor i dodaćemo ga Los Anđelesu

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

i napravićemo ovo apokaliptično praskozorje na horizontu grada.

And so that's a picture from Pearl Harbor

Dakle, ovo je slika Perl Harbora

just grafted onto Los Angeles.

prosto nakalemljena na Los Anđeles.

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

Moj izvršni urednik je rekao: "Znaš, interesantno je,

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

ali mislim da ti možeš bolje i da možeš to da uprostiš."

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

Pa sam se vratio tabli za crtanje, kao što obično i radim.

But also, being alive to my surroundings,

Ali kako takođe osluškujem svoje okruženje,

I work in a high-rise in Midtown,

radim u neboderu u Midtaunu

and every night, before I leave the office,

i svako veče, pre nego što napustim kancelariju,

I have to push this button to get out,

moram da pritisnem ovo dugme da bih izašao

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

i onda se velika, teška, staklena vrata otvaraju i mogu da uđem u lift.

And one night, all of a sudden,

Jedne noći sam, iznenada,

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

pogledao to i video na način na koji to ranije nisam zapažao.

Big red circle, danger.

Veliki crveni krug, opasnost.

And I thought this was so obvious

I pomislio sam da je to tako očigledno

that it had to have been done a zillion times,

da mora da je iskorišćeno zilion puta,

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

pa sam pretražio slike na Guglu i nisam pronašao nijednu koricu

that looked quite like this,

koja je imalo ličila na ovo,

and so this is really what solved the problem,

dakle, ovo je zaista rešilo problem

and graphically it's more interesting

i grafički je interesantnije

and creates a bigger tension between the idea

i stvara snažniju tenziju kod ideje

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

o naročitom vidu praskozorja koji se javlja iznad L.A. i Amerike.

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

["'Gutljaj' - Obilazak ljudskih organa za varenje od Meri Roač."]

Mary Roach is an amazing writer

Meri Roač je sjajna spisateljka

who takes potentially mundane scientific subjects

koja uzima naoko svakodnevne naučne subjekte

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

i od njih pravi nešto nesvakidašnje; pretvara ih u nešto zabavno.

So in this particular case,

U ovom slučaju,

it's about the human digestive system.

radi se o ljudskom sistemu za varenje.

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

Pa sam ja pokušavao da dokučim kako bi korica mogla da izgleda.

This is a self-portrait. (Laughter)

Ovo je autoportret. (Smeh)

Every morning I look at myself in the medicine cabinet mirror

Svako jutro se pogledam u ogledalu na ormariću za lekove

to see if my tongue is black.

kako bih proverio da li mi je jezik crn.

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

A ako nije, dobro sam.

(Laughter)

(Smeh)

I recommend you all do this.

Preporučujem da svi ovo radite.

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

Ali sam takođe počeo da razmišljam da je ovo naš uvod.

Right? Into the human digestive system.

Je li tako? Uvod u ljudski sistem za varenje.

But I think what we can all agree on

Ali mislim da ćemo se svi složiti

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

da su stvarne fotografije ljudskih usta, barem sudeći po ovome,

are off-putting. (Laughter)

neprijatne. (Smeh)

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

Pa sam onda za korice napravio ovu ilustraciju

which is literally more palatable

koja bukvalno ima više ukusa

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

i podseća nas da je najbolje prilaziti sistemu za varenje

from this end.

s ovog kraja.

(Laughter)

(Smeh)

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

Čak ne moram ni da završim rečenicu. U redu.

["Unuseful mystery"]

["Beskorisna misterija"]

What happens when clarity and mystery get mixed up?

Šta se desi kada se jasnoća i misterija pomešaju?

And we see this all the time.

A ovo gledamo svakodnevno.

This is what I call unuseful mystery.

Ovo zovem beskorisnom misterijom.

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

Siđem u podzemnu železnicu - koristim podzemnu često -

and this piece of paper is taped to a girder.

i ovaj komad papira je zalepljen na stub.

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

Je l' da? I ja sad mislim, uh-oh

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

i voz samo što ne stigne, a ja pokušavam da dokučim šta ovo znači

and thanks a lot.

i baš vam hvala.

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

Ovde je deo problema to što su rasparčali informaciju

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

tako da izgleda kao da je od pomoći, ali, iskreno, mislim da uopšte nije.

So this is mystery we do not need.

Dakle, ovakva nam misterija ne treba.

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

Potrebna nam je korisna jasnoća, pa sam prosto iz zabave, redizajnirao ovo.

This is using all the same elements.

Koristeći iste elemente, dobio sam ovo.

(Applause)

(Aplauz)

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

Hvala vam. Još uvek čekam poziv iz ministarstva za saobraćaj. (Smeh)

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

Znate, nisam čak ni koristio više boja nego što su oni.

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

Samo se nisu čak ni potrudili da oboje četvorku i peticu u zeleno,

those idiots. (Laughter)

te budale. (Smeh)

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

Dakle, prvo što vidimo ovde je da je došlo do promene u redu vožnje

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

i zatim, u dve zaokružene rečenice, s početkom, sredinom i krajem,

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

obaveštavaju nas o promeni i šta će da se desi.

Call me crazy! (Laughter)

Zovite me ludakom! (Smeh)

["Useful mystery"] All right.

["Korisna misterija"] U redu.

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

Sad, ovakva misterija mi se sviđa:

packaging.

ambalaža.

This redesign of the Diet Coke can

Ovaj novi dizajn limenke dijetalne Koka-kole

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

koji je uradio Tarner Dakvort, smatram istinskim umetničkim delom.

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

To je umetničko delo, prelepo je.

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

Ali ono što ga čini tako odvažnim, za mene kao dizajnera,

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

je to što je uzeo prepoznatljiv izgled dijetalne Kole -

the typefaces, the colors, the silver background --

slova, boje, srebrnu poleđinu -

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

i sveo je sve to na najosnovnije delove,

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

kao da idemo unazad do lika Čarlija Brauna.

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

U smislu, kako da ponudite taman toliko informacija da svi znaju o čemu se radi,

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

ali poštujući znanje koje već imaju

about this thing?

o ovome?

It looks great, and you would go into a delicatessen

Izgleda odlično i otišli biste u prodavnicu

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

i iznenada biste to videli na rafu i božanstveno je.

Which makes the next thing --

Zbog čega je sledeće -

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

["Beskorisna jasnoća"] - još katastrofalnije,

at least to me.

bar meni.

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

U redu, ponovo se vraćamo u podzemnu,

after this came out,

kada se ovo pojavilo,

these are pictures that I took.

ovo su fotografije koje sam ja napravio.

Times Square subway station:

Podzemna železnica Tajms Skver:

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

Koka-kola je celu zakupila u marketinške svrhe. U redu?

And maybe some of you know where this is going.

Možda neki od vas znaju kuda ovo vodi.

Ahem.

Hm.

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

"Doselili ste se u Njujork s torbom preko ramena,

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

novcem u džepu i namerom da uspete.

You're on Coke." (Laughter)

Na Koki ste." (Smeh)

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

"Došli ste u Njujork s diplomom, jednim čistim odelom

and an extremely firm handshake.

i izuzetno snažnim stiskom.

You're on Coke." (Laughter)

Na Koki ste." (Smeh)

These are real! (Laughter)

Ovo je stvarno! (Smeh)

Not even the support beams were spared,

Čak ni potporne grede nisu pošteđene,

except they switched into Yoda mode. (Laughter)

samo što su prešli na Jodin jezik. (Smeh)

"Coke you're on." (Laughter)

"Na Koki si ti." (Smeh)

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

["Izvinite, na ČEMU sam??"]

This campaign was a huge misstep.

Ova kampanja je bila ogromna greška.

It was pulled almost instantly due to consumer backlash

Povučena je skoro momentalno zbog zazora potrošača

and all sorts of unflattering parodies on the web --

i raznih neprijatnih parodija na internetu -

(Laughter) --

(Smeh) -

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

i takođe, ta tačka pored "si ti", to nije tačka, to je zaštitni znak.

So thanks a lot.

E baš vam hvala.

So to me, this was just so bizarre

Meni je ovo bilo prosto bizarno,

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

kako su uspeli da uzmu tako misteriozno lepu i savršenu ambalažu

and the message so unbearably, clearly wrong.

uz tako nepodnošljivu, očito pogrešnu poruku.

It was just incredible to me.

To mi je bilo prosto neverovatno.

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

Dakle, nadam se da sam uspeo da podelim sa vama neka svoja zapažanja

on the uses of clarity and mystery in my work,

o upotrebi jasnoće i misterije u mom radu

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

i kako možda vi možete da donesete odluku da budete jasniji u svom životu,

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

ili da budete možda misteriozniji i ne toliko otvorena knjiga.

(Laughter)

(Smeh)

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

I, ako nešto želim da vam prenesem ovim govorm,

I hope it's this:

nadam se da je to:

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

Bli bli bli bla. Bla bla bli bli. ["'Judge This' Čip Kid"]

Blih blih blah blah blah. Blah blah blah.

Bli bli bla bla bla. Bla bla bla.

Blah blah.

Bla bla.

(Applause)

(Aplauz)