Yves Behar: Designing objects that tell stories

翻译人员: Manlai YOU 校对人员: Halei Liu

Being a child, and sort of crawling around the house,

还是小孩时，在家里爬来爬去，

I remember these Turkish carpets,

我记得这些土耳其地毯，

and there were these scenes, these battle scenes, these love scenes.

还有这些景象：打斗的景象、恩爱的景象。

I mean, look, this animal is trying to fight back this spear

你看，这只动物试图对抗

from this soldier.

士兵刺下的矛。

And my mom took these pictures actually, last week,

我妈上星期拍这些照片，

of our carpets, and I remember this to this day.

这些地毯，到现在我都还记得。

There was another object, this sort of towering piece of furniture

还有另一个物品，这个高耸的家具，

with creatures and gargoyles and nudity --

有动物、怪兽和裸女 –

pretty scary stuff, when you're a little kid.

对小孩而言蛮可怕的。

What I remember today from this is that objects tell stories,

今天我记得的是，这些物品都会说故事，

so storytelling has been a really strong influence in my work.

因此说故事对我的工作有很强的影响。

And then there was another influence.

另外还有一个影响。

I was a teenager, and at 15 or 16, I guess like all teenagers,

我还是个青少年，15、16岁，像其他青少年一样，

we want to just do what we love and what we believe in.

想做自己喜爱、自己信仰的事。

And so,

因此，

I fused together the two things I loved the most,

我融合了我最喜欢的两件事：

which was skiing and windsurfing.

滑雪和风帆。

Those are pretty good escapes from the drab weather in Switzerland.

那是避开瑞士枯燥气候的好方法。

So, I created this compilation of the two:

因此，我创作了这两件事的组合：

I took my skis and I took a board and I put a mast foot in there,

我拿了我的雪橇及滑溜板，安上一个桅杆座，

and some foot straps, and some metal fins,

几条绑脚带及一些金属鳍片，

and here I was, going really fast on frozen lakes.

就这样，在结冰的湖面高速滑行。

It was really a death trap. I mean, it was incredible,

那真是个死亡陷阱。很难相信，

it worked incredibly well, but it was really dangerous.

它可以用，但却非常危险。

And I realized then I had to go to design school.

因此，我知道我该去读设计学校。

(Laughter)

(笑声)

I mean, look at those graphics there.

我是说，看看那些图像。

(Laughter)

(笑声)

So, I went to design school,

因此我去读了设计学校，

and it was the early '90s when I finished.

那是 ’90年代早期，当我毕业时，

And I saw something extraordinary happening in Silicon Valley,

我发现硅谷发生着奇特的事，

so I wanted to be there,

我想要去那里，

and I saw that the computer was coming into our homes,

我发现计算机正在走入家庭。

that it had to change in order to be with us in our homes.

计算机要改变才能和我们在家里相处。

And so I got myself a job and I was working for a consultancy,

我找到一份工作，在设计顾问公司上班，

and we would get in to these meetings,

我们会去参加会议，

and these managers would come in,

经理们进来，

and they would say,

他们会说：

"Well, what we're going to do here is really important, you know."

"我们要做的事，真的很重要。"

And they would give the projects code names, you know,

他们将为项目取个代码，

mostly from "Star Wars," actually: things like C3PO, Yoda, Luke.

大都取自星际大战，如：C3PO、尤达、路克。

So, in anticipation, I would be this young designer

充满期待，我这个年轻设计师

in the back of the room, and I would raise my hand,

坐在会议室后方，我会举手

and I would ask questions.

问问题。

I mean, in retrospect, probably stupid questions,

回想当初，或许是些笨问题，

but things like, "What's this Caps Lock key for?"

像："Cap Lock 键 (大写键) 做什么用?"

or "What's this Num Lock key for?" You know, that thing?

或 "Num Lock 键 (数字键) 做什么用?" － 就是这个。

"You know, do people really use it?

人们真的使用它吗？

Do they need it? Do they want it in their homes?"

他们需要它吗？在家里要它吗？

(Laughter)

(笑声)

What I realized then is, they didn't really want to change

那时我觉得，他们不想改变

the legacy stuff; they didn't want to change the insides.

传统的东西；他们不想改变内部。

They were really looking for us, the designers, to create the skins,

他们要设计师去创造表皮，

to put some pretty stuff outside of the box.

放些好看的东西在盒子外。

And I didn't want to be a colorist.

我不想当彩妆师。

It wasn't what I wanted to do.

那不是我想做的。

I didn't want to be a stylist in this way.

我不想做这样的美容师。

And then I saw this quote:

接着我读到这句名言：

"advertising is the price companies pay for being unoriginal."

"广告是公司为没有原创性，而付出的代价。"

(Laughter)

(笑声)

So, I had to start on my own. So I moved to San Francisco,

因此，我必须自己来。我搬到旧金山，

and I started a little company, fuseproject.

开了家小公司：Fuseproject。

And what I wanted to work on is important stuff.

我想做的是重要的事。

And I wanted to really not just work on the skins,

我不要只是做表皮，

but I wanted to work on the entire human experience.

我要做完整的人类体验。

And so the first projects were sort of humble,

早期的专案都很卑微，

but they took technology and maybe made it into things

它们采用科技，放到产品里，

that people would use in a new way,

让人得以新方式去使用，

and maybe finding some new functionality.

或找到新功能性。

This is a watch we made for Mini Cooper, the car company,

这个表是我们为迷你库伯汽车公司

right when it launched,

开张时做的，

and it's the first watch that has a display

它的显示是第一个可以

that switches from horizontal to vertical.

水平、垂直调换。

And that allows me to check my timer discretely, here,

它让我能准确读取时间，

without bending my elbow.

不必弯曲手臂。

And other projects, which were really about transformation,

其他的项目则是做转换，

about matching the human need.

去满足人类的需求。

This is a little piece of furniture for an Italian manufacturer,

这是为意大利公司做的小家具，

and it ships completely flat,

装运时是平的，

and then it folds into a coffee table and a stool and whatnot.

然后可折成咖啡桌、凳子、或什么的。

And something a little bit more experimental:

还有一些实验性的：

this is a light fixture for Swarovski,

这是施华洛灯具，

and what it does is, it changes shape.

它会改变形状：

So, it goes from a circle, to a round, to a square, to a figure eight.

圆形、环形、方形、8 字形，

And just by drawing on a little computer tablet,

在小型计算机数字板上画一下，

the entire light fixture adjusts to what shape you want.

灯具就调整为你要的形状。

And then finally, the leaf lamp for Herman Miller.

最后，赫曼米勒的叶子灯。

This is a pretty involved process;

这是个介入很深的过程，

it took us about four and a half years.

它花了我们大约四年半。

But I really was looking for creating a unique experience of light,

我一心追求创造独特的照明体验，

a new experience of light.

新的照明体验。

So, we had to design both the light and the light bulb.

因此我们要同时设计灯和灯泡。

And that's a unique opportunity, I would say, in design.

我认为，这是很特别的设计机会。

And the new experience I was looking for

我追求的新体验

is giving the choice for the user to go from

是让使用者选择从

a warm, sort of glowing kind of mood light,

一种温暖的，有点微弱的心情灯光，

all the way to a bright work light.

一路到光亮的工作灯。

So, the light bulb actually does that.

灯泡真的可以那样。

It allows the person to switch,

使用者可以调整、

and to mix these two colorations.

混合这两种色调。

And it's done in a very simple way:

原理很简单：

one just touches the base of the light,

只要碰触灯座，

and on one side, you can mix the brightness,

一边可以混合亮度，

and on the other, the coloration of the light.

另一边则是光的色调。

So, all of these projects have a humanistic sense to them,

因此这些项目都有人道意义，

and I think as designers we need to really think

我认为，身为设计师，我们该思考

about how we can create a different relationship

如何创造我们的作品

between our work and the world,

和世界的新关系，

whether it's for business,

不论是商业项目，

or, as I'm going to show, on some civic-type projects.

或如我将要提的公益专案。

Because I think everybody agrees that as designers we bring

因为大家都同意，身为设计师我们带来价值：

value to business, value to the users also,

商业价值、使用者价值，

but I think it's the values that we put into these projects

但我认为，是我们放进项目的价值

that ultimately create the greater value.

最后创造出更大的价值。

And the values we bring

我们带来的价值

can be about environmental issues,

可能是关于环境议题、

about sustainability, about lower power consumption.

永续性、低耗能。

You know, they can be about function and beauty;

它们可能是功能或美观；

they can be about business strategy.

可能是商业策略。

But designers are really the glue

但设计师却是黏胶

that brings these things together.

把这些组合在一起。

So Jawbone is a project that you're familiar with,

"颚骨耳机" 是你们知道的项目，

and it has a humanistic technology.

它使用人性化的科技。

It feels your skin. It rests on your skin,

它能感觉你的皮肤，

and it knows when it is you're talking.

它知道你何时说话。

And by knowing when it is you're talking,

因为知道你说话，

it gets rid of the other noises that it knows about,

它可以消除其他噪音，

which is the environmental noises.

也就是环境噪音。

But the other thing that is humanistic about Jawbone

"颚骨" 的其他人性面是，

is that we really decided to take out all the techie stuff,

我们决定要除去太科技的东西、

and all the nerdy stuff out of it,

及难懂的东西，

and try to make it as beautiful as we can.

并使它尽可能美观。

I mean, think about it:

就是说，你想：

the care we take in selecting sunglasses, or jewelry,

我们用心选择太阳眼镜、珠宝、

or accessories is really important,

或饰品等是很重要的，

so if it isn't beautiful, it really doesn't belong on your face.

如果它不好看，就不该挂在脸上。

And this is what we're pursuing here.

这就是我们追求的。

But how we work on Jawbone is really unique.

但我们如何创造 "颚骨"，真的很特别。

I want to point at something here, on the left.

我要用左边的画面来说明。

This is the board, this is one of the things that goes inside

这是电路板，是放在内部

that makes this technology work.

使科技运作的东西。

But this is the design process:

设计过程是这样的：

there's somebody changing the board,

有人改变电路板、

putting tracers on the board, changing the location of the ICs,

在电路板放描迹器、改变IC的位置，

as the designers on the other side are doing the work.

而设计师在另一边工作。

So, it's not about slapping skins, anymore, on a technology.

所以它不再是为科技做表皮。

It's really about designing from the inside out.

而真的是由内而外的设计。

And then, on the other side of the room,

而房间的另一边

the designers are making small adjustments,

设计师们忙着做修正、

sketching, drawing by hand, putting it in the computer.

画草图、徒手画、放进计算机等，

And it's what I call being design driven.

这就是我说的 "设计驱导"。

You know, there is some push and pull,

你知道的，有些推力和拉力，

but design is really helping define

但设计真的由内往外

the whole experience from the inside out.

帮助定义整个体验。

And then, of course, design is never done.

当然设计永远做不完。

And this is -- the other new way that is unique

这也是我们工作的独特之处，

in how we work is, because it's never done,

因为它永远做不完，

you have to do all this other stuff.

你必得做其他的东西。

The packaging, and the website, and you need to continue

包装、网站，你必需继续

to really touch the user, in many ways.

以各种方式接触使用者。

But how do you retain somebody, when it's never done?

但你如何留住人，如果它永远做不完呢？

And Hosain Rahman, the CEO of Aliph Jawbone,

赫扎因拉赫曼 – "颚骨" 执行长

you know, really understands that you need a different structure.

很清楚需要有不同的结构。

So, in a way, the different structure is that we're partners,

所谓不同结构是指我们是伙伴，

it's a partnership. We can continue to work

有伙伴关系。我们可以继续工作，

and dedicate ourselves to this project,

致力于这个专案，

and then we also share in the rewards.

我们都分享成果。

And here's another project, another partnership-type approach.

这是另一个项目，另一个伙伴型的方法。

This is called Y Water,

这个叫Y水（“为什么喝水”），

and it's this guy from Los Angeles, Thomas Arndt,

是由来自洛杉矶的家伙，叫 托马斯阿恩特，

Austrian originally, who came to us,

出生于澳洲，他来找我们，

and all he wanted to do was to create a healthy drink,

想要为小孩们创造健康饮水，

or an organic drink for his kids,

或叫有机饮水，

to replace the high-sugar-content sodas

以替代高糖含量的汽水，

that he's trying to get them away from.

他要小孩别喝汽水。

So, we worked on this bottle,

因此，我们创造了这个瓶子，

and it's completely symmetrical in every dimension.

它在各个面向都是对称的。

And this allows the bottle to turn into a game.

这使瓶子可以变成游戏。

The bottles connect together,

瓶子可互相结合，

and you can create different shapes, different forms.

可创造不同形状、不同形态。

(Laughter)

(笑声)

(Applause)

(掌声)

Thank you.

谢谢。

(Applause)

(掌声)

And then while we were doing this,

当我们正在做这个时，

the shape of the bottle upside down reminded us of a Y,

瓶子颠倒的形状让我们想到Y，

and then we thought, well these words, "why" and "why not,"

于是我们想到 why（为什么）、why not（为什么不呢）（Y 和 why 同音）

are probably the most important words that kids ask.

可能是孩子们最重要的疑问词。

So we called it Y Water. And so this is

于是我们把它命名为 "Y水"。这又是

another place where it all comes together in the same room:

另个出自同一房间的例子：

the three-dimensional design, the ideas, the branding,

立体设计、构想、品牌，

it all becomes deeply connected.

都有很深的结合。

And then the other thing about this project is,

这个专案的另一件事是，

we bring intellectual property,

我们带来知识产权，

we bring a marketing approach,

我们带来营销手法，

we bring all this stuff, but I think, at the end of the day,

我们带来这些，到当天结束时，

what we bring is these values,

我们带来这些价值，

and these values create a soul for the companies we work with.

这些价值替公司创造一个灵魂。

And it's especially rewarding when your design work

那个报偿是特别高的，如果你的设计工作

becomes a creative endeavor,

是个有创意的付出，

when others can be creative and do more with it.

使其他人能有创意并做得更好。

Here's another project,

这是另一个专案，

which I think really emulates that.

它发挥了那个理念。

This is the One Laptop per Child, the $100 laptop.

这是 "每个学童有计算机"，或叫 "百元计算机" 专案。

This picture is incredible.

这张照片令人惊奇。

In Nigeria, people carry their most precious belongings on their heads.

奈及利亚人把最贵重的东西带在头上。

This girl is going to school with a laptop on her head.

这个女孩顶着计算机去上学。

I mean, to me, it just means so much.

对我，那真是意义不凡。

But when Nicholas Negroponte --

当 尼古拉斯尼葛洛庞帝 –

and he has spoken about this project a lot,

他谈过很多这个专案的事，

he's the founder of OLPC -- came to us

他是 OLPC 的创始人 – 来找我们

about two and a half years ago,

大约两年半前，

there were some clear ideas.

他有很清晰的想法。

He wanted to bring education and he wanted to bring technology,

他要推动教育，他要推动科技，

and those are pillars of his life,

这是他生命的支柱，

but also pillars of the mission of One Laptop per Child.

也是 "每个学童有计算机" 使命的支柱。

But the third pillar that he talked about was design.

但他谈的第三支柱是设计。

And at the time, I wasn't really working on computers.

那时我并不设计计算机。

I didn't really want to, from the previous adventure.

我不很想做，因为有之前的经历。

But what he said was really significant,

但他说得很有意思，

is that design was going to be why the kids

设计可以使这些学童

were going to love this product,

喜欢这个计算机。

how we were going to make it low cost, robust.

如何使它便宜、强固，

And plus, he said he was going to get rid of the Caps Lock key --

此外他说，他要除去 Cap Lock 键 (大写键) –

(Laughter) --

(笑声)

and the Num Lock key, too.

– 还有 Num Lock 键 (数字键)。

So, I was convinced. We designed it to be iconic,

我被说服了。我们把它设计得佷独特，

to look different. To look like it's for a kid, but not like a toy.

看起来不同，就像学童用的，但不像玩具。

And then the integration of

还有那些重要科技的整合，

all these great technologies, which you've heard about,

你听过的，如：

the Wi-Fi antennas that allow the kids to connect;

WiFi 天线让学童们上网；

the screen, which you can read in sunlight;

阳光下也能读的屏幕；

the keyboard, which is made out of rubber,

橡胶做的键盘，

and it's protected from the environment.

它不受环境影响。

You know, all these great technologies really happened

这些重要科技之能加进去，

because of the passion and

全是靠一股热情、

the OLPC people and the engineers.

OLPC 推动者、及工程师们。

They fought the suppliers,

他们向供货商争取，

they fought the manufacturers.

向制造商争取。

I mean, they fought like animals

他们就像动物一样，

for this to remain they way it is.

为了留住这些而争取。

And in a way, it is that will that makes projects like this one --

因为这样，而能达成这个项目，

allows the process

容许整个过程

from not destroying the original idea.

不致扼杀原本的想法。

And I think this is something really important.

我认为这是很重要的事。

So, now you get these pictures --

所以，看看这些照片 –

you get up in the morning, and you see the kids in Nigeria

早晨起来，你看到奈及利亚的学童、

and you see them in Uruguay

乌拉圭的学童

with their computers, and in Mongolia.

有计算机了，还有蒙古的学童。

And we went away from obviously the beige.

我们不再用米黄色 –

I mean it's colorful, it's fun.

而用活泼的色彩；有趣。

In fact, you can see each logo is a little bit different.

事实上，你可以看到，每个标志都有点不同。

It's because we were able

因为我们能够

to run, during the manufacturing process,

在制造过程中，

20 colors for the X and the O,

各 20 色用在X和O，

which is the name of the computer,

这是计算机的名字，

and by mixing them on the manufacturing floor,

将它们在制造现场混合，

you get 20 times 20: you get

20 x 20：

400 different options there.

共有 400 种组合。

So, the lessons from seeing the kids

看开发中国家学童用它们

using them in the developing world are incredible.

得到的启示是难能可贵的。

But this is my nephew, Anthony, in Switzerland,

但这是我侄子安东尼，在瑞士，

and he had the laptop for an afternoon,

有个下午我让他用计算机，

and I had to take it back. It was hard.

要把它拿回来，还真难。

(Laughter)

(笑声)

And it was a prototype. And a month and a half later,

这是原型机。一个半月后，

I come back to Switzerland,

我回到瑞士，

and there he is playing with his own version.

看到他在玩自己的计算机。

(Laughter)

(笑声)

Like paper, paper and cardboard.

像是纸，纸和纸板。

So, I'm going to finish with one last project,

结束前将再谈一个项目。

and this is a little bit more of adult play.

这有点像是成人游戏。

(Laughter)

(笑声)

Some of you might have heard about the New York City condom.

或许有人听过纽约安全套。

It's actually just launched, actually launched on Valentine's Day,

它才刚发行，在情人节公开，

February 14, about 10 days ago.

二月十四日，大约十天前。

So, the Department of Health in New York came to us,

纽约卫生局来找我们，

and they needed a way to distribute

他们要找分送安全套的方法

36 million condoms for free to the citizens of New York.

免费分送 3,600 万个安全套给纽约市民。

So a pretty big endeavor, and we worked on the dispensers.

是一件大工程，我们设计配送器，

These are the dispensers. There's this friendly shape.

这些就是配送器。它有亲切的外形。

It's a little bit like designing a fire hydrant,

有点像是设计消防栓，

and it has to be easily serviceable:

它要方便好用：

you have to know where it is and what it does.

我们要知道它在哪、能做什么。

And we also designed the condoms themselves.

我们也设计安全套本身。

And I was just in New York at the launch,

发行时我刚好在纽约，

and I went to see all these places where they're installed:

我去看它们装设的地方。

this is at a Puerto Rican little mom-and-pop store;

这是 Puerto Rican，一家小型杂货店，

at a bar in Christopher Street; at a pool hall.

克里斯多街的一家酒吧、在撞球场。

I mean, they're being installed in homeless clinics -- everywhere.

装在各处的游民保健中心。

Of course, clubs and discos, too.

当然还有俱乐部和迪斯科舞厅。

And here's the public service announcement for this project.

这是项目的公共广告。

(Music)

(音乐)

(Laughter)

(笑声)

Get some.

拿几个吧。

(Applause)

(掌声)

So, this is really where design

这是设计

is able to create a conversation.

能创造的对话。

I was in these venues, and people were,

我到了这些地方，人们都

you know, really into getting them. They were excited.

都去拿了。他们很兴奋。

It was breaking the ice,

可以说破冰了，

it was getting over a stigma,

它打破了难为情，

and I think that's also what design can do.

我认为这也是设计能做到的。

So, I was going to

因此，我想要...

throw some condoms in the room and whatnot,

丢一些安全套给观众，

but I'm not sure it's the etiquette here.

但我不确定是否适宜。

(Laughter)

(笑声)

Yeah? All right, all right. I have only a few.

啊，很好。我只有一些。

(Laughter)

(笑声)

(Applause)

(掌声)

So, I have more, you can always ask me for some more later.

还有一些，想要可以再找我。

(Laughter)

(笑声)

And if anybody asks why you're carrying a condom,

如果有人问：你为何带安全套，

you can just say you like the design.

你可以说，你喜欢它的设计。

(Laughter)

(笑声)

So, I'll finish with just one thought:

最后，我以一个想法来做结束：

if we all work together on creating value,

如果我们一起创造价值，

but if we really keep in mind the values of the work that we do,

如果我们都记住我们工作的价值，

I think we can change the work that we do.

我们能改变我们的工作。

We can change these values, can change the companies we work with,

我们能改变这些价值，能改变公司，

and eventually, together, maybe we can change the world.

最后，也许我们能一起改变世界。

So, thank you.

谢谢。

(Applause)

(掌声)