Julian Treasure: The 4 ways sound affects us

Prevodilac: Sandra Gojic Lektor: Ivana Korom

Tokom narednih pet minuta,

Over the next five minutes,

my intention is to transform your relationship with sound.

moja namera je da promenim vaš odnos sa zvukom.

Let me start with the observation

Hajde da počnem sa zapažanjem da je većina okolnih zvukova slučajna.

that most of the sound around us is accidental;

I da je većina njih neprijatna. (saobraćajna buka)

much of it is unpleasant. (Traffic noise)

Stojimo na ćoškovima 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 da je naš

that our relationship with sound has become largely unconscious.

odnos sa zvukom postao većinom nesvestan.

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

Postoje četiri značajna načina na koji zvuk deluje na vas sve vreme,

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

i voleo bih da ih probudim u vašoj svesti danas.

The first is physiological.

Prvi je fiziološki. (glasni budilnici)

(Alarm clocks ring)

Sorry about that.

Izvinite zbog toga. Upravo sam vam dao injekciju kortizola, vašeg bori se/beži hormona.

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

Zvuci utiču na izlučivanje vaših hormona sve vreme,

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 talase.

and your brainwaves.

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

Nisu samo neprijatni zvuci poput ovog ti koji to rade.

Ovo je surfovanje. (morski talasi)

This is surf. (Ocean waves)

It has the frequency of roughly 12 cycles per minute.

Frekvencija je grubo, 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, 12 ciklusa u minuti

je otprilike frekvencija disanja tokom čovekovog sna.

of the breathing of a sleeping human,

so there is a deep resonance with being at rest.

Postoji duboka povezanost sa boravkom u mirnom stanju.

Takođe ga povezujemo sa 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 utiče na nas je psihološki.

Music is the most powerful form of sound that we know

Muzika je najjači poznati oblik zvuka,

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

koji utiče na naše emocionalno stanje. (Albinonijev Adađo)

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

Ovo će garantovano većinu vas učiniti prilično tužnima

ako nastavim da je puštam.

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

Muzika nije jedina vrsta zvuka koja utiče na naše emocije.

Natural sound can do that, too.

Prirodni zvuci mogu da učine isto.

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

Cvrkut ptica, na primer, je zvuk koji većina ljudi

smatra utešnim. (zvuk ptica)

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

Postoji razlog za to. Hiljadama godina

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

smo učeni da kada ptice pevaju, stvari su sigurne.

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

Kada prestanu, treba da se zabrinemo.

The third way in which sound affects you is cognitively.

Treći način na koji zvuk utiče na nas je kognitivni.

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

Ne možete da razumete 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.

Poslušajte drugu. ("Morate da odlučite 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 opsega zvučnih draži,

zbog čega je zvuk poput ovog - (kancelarijska 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 da radite u zajedničkoj kancelariji poput ove,

your productivity is greatly reduced.

vaša produktivnost je uveliko smanjena.

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

I koji god broj da zamišljate, verovatno nije loš poput ovog.

[Open-plan offices productivity down 66%]

(Preteća muzika)

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

U zajedničkim kancelarijama produktivni ste samo jednu trećinu rada u tihim prostorijama.

I have a tip for you:

I imam savet za vas. Ako morate da radite u ovakvom prostoru,

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

nosite slušalice sa sobom, sa 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 utiče na nas, jeste ponašajni.

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 menja.

(Techno music)

(tehno muzika u kolima). Zapitajte se: Da li će ova osoba ikada da vozi

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, pomerate se od neprijatnih zvukova

and towards pleasant sounds.

ka prijatnim.

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, osećali biste se neprijatno;

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

više od par minuta, masovno bi počeli da napuštate 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 da pobegnu 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 prodavci, možda ćete hteti da skrenete pogled

pre nego što pustim sledeći 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 radnje 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 da samo kratko vreme govorim o

modelu koji smo razvili, koji nam dozvoljava da počnemo sa vrha

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

i da pratimo puteve kojima zvuk ide, analiziramo zvuk,

analyze the soundscape

and then predict the four outcomes I just talked about.

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

Ili da počnemo od osnove,

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

i kažemo koji ishod želimo,

and then design a soundscape to have a desired effect.

i da tako kreiramo zvuk koji će isti efekat i proizvesti.

Napokon možemo da primenimo nešto od nauke.

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

A mi smo u poslu stvaranje zvukova.

And we're in the business of designing soundscapes.

Just a word on music.

Samo reč o muzici. Muzika 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 raloga. Brzo je prepoznajete.

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

I asocijacije su vrlo moćne.

I'll give you two examples.

Daću vam dva primera. (Prvi akordi pesme "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 prepoznaje.

The younger, maybe not.

Mlađi možda ne. (smeh)

(Laughter)

(First notes of "Jaws" theme)

(Prve dve stavke teme "Jaws") I većina vas to povezuje sa nečim!

Most of you associate that with something!

Now, those are one-second samples of music.

Sad, to su jednosekundni muzički primeri.

Music is very powerful,

Muzika je veoma 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 promeniti tokom 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 (brend)

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 brend mora imati smernice u centru.

And every brand needs to have guidelines at the center.

Drago mi je reći da to počinje da se dešava.

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 svetu 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,

Oni koji vode privatni biznis, ostaviću vas sa 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.

sa porukom vaše vizuelne komunikacije.

To povećava uticaj za više od 1.100 posto.

That increases impact by over 1,100 percent.

Ako vaš zvuk ide u suprotnom smeru,

If your sound is pointing the opposite direction, incongruent,

you reduce impact by 86 percent.

smanjujete uticaj za 86 odsto.

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

To je red veličina, gore ili dole.

This is important.

Ovo je važno.

Secondly, make it appropriate to the situation.

Drugo, da odgovara situaciji.

Thirdly, make it valuable.

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

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

Nemojte ih samo bombardovati 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 uticaja.

Može da liči pomalo na tanjir špageta,

It can be a bit like a bowl of spaghetti:

ponekad jednostavno morate da ih pojedete da vidite šta 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 da je ovaj razgovor podigao zvuk u vašoj svesti.

If you're listening consciously,

Ako ste svesno slušali,

you can take control of the sound around you.

možete da preuzmete 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 svetu.

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

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

Ostaviću vas sa još malo ptičije pesme. (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 pozajmili vaše uši danas.

Thank you for lending me your ears today.

(aplauz)

(Applause)