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

翻译人员: Tony Yet 校对人员: Zachary Lin Zhao

The new me is beauty.

现在的我关心的是美

(Laughter)

（笑声）

Yeah, people used to say, "Norman's OK,

人们过去会说 诺曼的出发点是好的

but if you followed what he said, everything would be usable

但假如你就按照他说的去做

but it would be ugly."

那么你可以做出管用的东西 但一定是很丑的

Well, I didn't have that in mind, so ...

但我事实上并无那个意思

This is neat.

看 这东西挺精致的

Thank you for setting up my display.

感谢主持人把它摆在这儿 供我作道具用

I mean, it's just wonderful.

我想说 这东西太美了

And I haven't the slightest idea of what it does or what it's good for,

我完全想不出它是拿来干嘛的 它的实际用途会有哪些

but I want it.

但是我就是想要它

And that's my new life.

这就是我的新人生

My new life is trying to understand what beauty is about,

我的一生就是在探索何为美

and "pretty," and "emotions."

何为可爱 以及与此相关的情感

The new me is all about making things kind of neat and fun.

我的新生活的核心就是制造漂亮并且好玩的东西

And so this is a Philippe Starck juicer, produced by Alessi.

这个是菲利普·史达克果汁机，由阿历斯制作

It's just neat; it's fun. It's so much fun I have it in my house --

它实在是太好玩了 我家里就有一台

但我把它摆在过道上 而不是用来做橙汁

but I have it in the entryway, I don't use it to make juice.

（笑声）

(Laughter)

说实话 我买的是外表镀金的那一款

In fact, I bought the gold-plated special edition

一打开包装 我看到一张纸条

and it comes with a little slip of paper

上面写着 不要用这机器来做果汁

that says, "Don't use this juicer to make juice."

因为酸会腐蚀外表的金子

The acid will ruin the gold plating.

（笑声）

所以 我把一罐果汁倒在这机器里头

(Laughter)

So actually, I took a carton of orange juice

而后才拍出这张照片

and I poured it in the glass to take this picture.

（笑声）

(Laughter)

大家留心看 会发现底下那里有一把刀

Beneath it is a wonderful knife.

那是一把日本生产的万能小刀

It's a Global cutting knife made in Japan.

先看看它的形状 那是多么美

First of all, look at the shape -- it's just wonderful to look at.

其次 这把刀设计得相当匀称

拿在手上感觉棒极了

Second of all, it's really beautifully balanced:

再有 它的刀刃非常锋利 割东西非常方便

用起来让人感觉非常舒心

it holds well, it feels well.

And third of all, it's so sharp, it just cuts.

这是不是说它是十全十美呢

It's a delight to use.

它的确很美 也很实用

And so it's got everything, right?

我还能跟你讲几个故事

It's beautiful and it's functional.

扩展一下主题

And I can tell you stories about it,

大家知道 我有一套关于情绪的理论

which makes it reflective,

这些就是理论的三大块

and so you'll see I have a theory of emotion.

Hiroshi Ishii以及他的同事在MIT媒体实验室搞了这么一样东西

And those are the three components.

他们找到一张乒乓球桌 并且在上面放置一台投影仪

Hiroshi Ishii and his group at the MIT Media Lab

通过投影仪 在乒乓球桌上投射出一个水面

took a ping-pong table and placed a projector above it,

上面有鱼儿在游动

and on the ping-pong table they projected an image of water

你在那儿打乒乓球 只要球一触到桌面

with fish swimming in it.

就会有波纹弹出来 鱼儿也随之游到别的地方

And as you play ping-pong, whenever the ball hits part of the table,

而后球又跳到另外一个地方

the ripples spread out and the fish run away.

再次激起水波 看看那鱼儿啊 也真可怜的

But of course, then the ball hits the other side,

（笑声）

the ripples hit the -- poor fish, they can't find any peace and quiet.

这是不是玩乒乓球的好办法？

不是 但好不好玩？

(Laughter)

Is that a good way to play ping-pong?

肯定好玩

No. But is it fun?

再看看Google

Yeah! Yeah.

假如你搜“情感 设计”

Or look at Google.

If you type in, oh say, "emotion and design,"

你会得到十页搜索结果

而Google则非常巧妙的撕开自己的logo, 使之排成十页

you get 10 pages of results.

它不是直接告诉你 有73,000个搜索结果

So Google just took their logo and they spread it out.

这是头20个

Instead of saying, "You got 73,000 results.

它只让你看到有很多个“O”，而每一个O都代表了一页

This is one through 20. Next,"

非常简单又非常细腻的一个设计

they just give you as many o's as there are pages.

我想你们很多人都看过 但是没有注意到

It's really simple and subtle.

I bet a lot of you have seen it and never noticed it.

这就是潜意识

潜意识注意到这东西 也隐约感到快乐

That's the subconscious mind

但是你不知是为什么

that sort of notices it -- it probably is kind of pleasant

真是妙不可言

and you didn't know why.

而最有趣的则是

And it's just clever.

当你搜“设计与情感”的时候

And of course, what's especially good is,

我的网站是排在搜索结果的第一位的

if you type "design and emotion,"

the first response out of those 10 pages is my website.

（笑声）

可是 Google也会骗人

(Laughter)

Now, the weird thing is Google lies,

因为假如我搜“设计与情感”

Google就会告诉我说 你不需打“与”字 我们自己会加上去的

because if I type "design and emotion,"

it says, "You don't need the 'and.' We do it anyway."

好

那我就打“设计 情感”

So, OK.

这时我的网站不再是排在结果的第一位了

So I type "design emotion"

而是落到了第三位

and my website wasn't first again.

好 再说一个故事

It was third.

Oh well, different story.

《纽约时报》有一次刊登了一则评论

There was this wonderful review in The New York Times

是关于微型Cooper汽车的

about the MINI Cooper automobile.

上面写到 这是一辆充满缺陷的汽车

It said, "You know, this is a car that has lots of faults.

但你可以放心买

Buy it anyway.

因为开这车感觉棒极了

It's so much fun to drive."

假如你看看车的内部

And if you look at the inside of the car --

我当时很想看 就租了一辆

I mean, I loved it, I wanted to see it, I rented it,

这是我儿子驾车的时候 我拍下来的照片

this is me taking a picture while my son is driving --

车子内部的设计 带给人的就是快感

and the inside of the car, the whole design is fun.

圆圆的 非常趣致

It's round, it's neat.

控制非常好

The controls work wonderfully.

这就是我的新生活 就是关于好玩的新生活

So that's my new life; it's all about fun.

我真的认为 好玩的东西总是走在一起的

I really have the feeling that pleasant things work better,

但我一直都不能理解为什么

and that never made any sense to me

直到……

until I finally figured out -- look ...

好 我要往地板上放一块木板

I'm going to put a plank on the ground.

设想一下 我有一块2英尺宽 30英尺长的木板

So, imagine I have a plank about two feet wide and 30 feet long

我可以在木板上踱步 而不需惊慌

and I'm going to walk on it, and you see I can walk on it without looking,

我可以往前 往后 可以跳上跳下

I can go back and forth and I can jump up and down.

没有任何问题

No problem.

而假如我要把这木板放在300英尺高的地方

Now I'm going to put the plank 300 feet in the air --

我就不会走近它了

and I'm not going to go near it, thank you.

Intense fear paralyzes you.

畏惧感会让人变得麻木的

It actually affects the way the brain works.

它会改变大脑工作的模式

So, Paul Saffo, before his talk said that he didn't really have it down

保罗·萨福刚才结束自己的演讲时说

until just a few days or hours before the talk,

他在演讲开始之前一直感到非常紧张 直到 最后几天 甚至最后几个小时才能冷静下来

and that anxiety was really helpful in causing him to focus.

但那种因为紧张而产生的焦虑 却可以帮助他集中精神去工作

That's what fear and anxiety does;

畏惧与焦虑的作用也是如此

it causes you to be -- what's called depth-first processing --

它们能够世人集中精神 而不是分散注意力

to focus, not be distracted.

也就是通常说的深度第一的处理原则

And I couldn't force myself across that.

但我发现自己做不到

Now some people can -- circus workers, steel workers.

但是有些人可以做得到 例如马戏团演员 钢铁工人

But it really changes the way you think.

这两种情绪确实可以改变你想问题的方式

And then, a psychologist, Alice Isen,

一位叫阿丽斯·艾森的心理学家

did this wonderful experiment.

做了一个很有趣的实验

She brought students in to solve problems.

她找到几个学生

So, she'd bring people into the room,

把他们带到房间

and there'd be a string hanging down here

房间的这里有根绳子

and a string hanging down here.

那里也有根绳子

It was an empty room, except for a table with a bunch of crap on it --

那是一个空房间 只有 一张桌子 桌上有些杂物

some papers and scissors and stuff.

那是一些纸 剪刀 和其他东西

And she'd bring them in,

她把学生带到房间里

and she'd say,

她说

"This is an IQ test and it determines how well you do in life.

这是一个IQ测试题 它可以测试 你在实际生活中的应变能力

Would you tie those two strings together?"

你们能把这两根绳子绑起来吗

So they'd take one string and they'd pull it over here

学生一手拿着这头的绳子 然后 伸出 另一只手去够另一根绳子

and they couldn't reach the other string.

他们够不着

Still can't reach it.

实在是够不着

And, basically, none of them could solve it.

结果是没有人能完成任务

You bring in a second group of people,

那位心理学家又叫来另一群学生

and you say, "Oh, before we start,

跟他们说 我们开始之前

I got this box of candy, and I don't eat candy.

我想告诉大家 我这里 有一盒糖 可是我不吃糖的

Would you like the box of candy?"

你们吃不吃？

And turns out they liked it, and it made them happy --

学生很喜欢吃 吃得很开心

not very happy, but a little bit of happy.

也许不算很开心吧 至少是让他们感觉心情好一点

And guess what -- they solved the problem.

而后他们就解决问题了

And it turns out that when you're anxious

当你处于焦虑状态的时候

you squirt neural transmitters in the brain, which focuses you

你的大脑里的神经交换就会加速 这样你会更容易集中精力

makes you depth-first.

让你沉浸在那个思考的氛围里

And when you're happy -- what we call positive valence --

当你感到快乐的时候

you squirt dopamine into the prefrontal lobes,

你就会把更多的多巴胺输送到大脑前额

which makes you a breadth-first problem solver:

这时你就转入宽式为先的思考

you're more susceptible to interruption; you do out-of-the-box thinking.

你会更容易被外界干扰打乱情绪 并且你在进行框外思考

That's what brainstorming is about, right?

这不就是头脑风暴之本质吗

With brainstorming we make you happy, we play games,

每一次头脑风暴 你都感觉很快乐 你会玩游戏

and we say, "No criticism,"

并且没有人指责你的想法

and you get all these weird, neat ideas.

于是各种古怪的想法都出来了

But in fact, if that's how you always were you'd never get any work done

但假如你任何时候都是这个样子 那么你什么事情也做不了

because you'd be working along and say, "Oh, I got a new way of doing it."

因为你会忽然在工作到一半的时候说 “对啊 我可以用新的办法来做呢！”

So to get work done, you've got to set a deadline, right?

因此 要想做好工作 就需要一个时间表 对不对

You've got be anxious.

你必须得有焦虑感

The brain works differently

不同时候 人的大脑的工作方式不一样

if you're happy. Things work better because you're more creative.

当你高兴的时候 你会变得更有创意

You get a little problem, you say, "Ah, I'll figure it out."

遇到问题 你就会想 我会找办法解决它

No big deal.

没什么大不了的

There's something I call the visceral level of processing, and there will be visceral-level design.

一种是知觉层面的信息处理

看看生物 漫长演化的结果是我们人非常喜欢鲜艳的颜色

Biology -- we have co-adapted through biology to like bright colors.

哺乳动物和灵长类动物喜欢水果

That's especially good that mammals and primates like fruits

喜欢鲜艳的植物 你吃掉水果

and bright plants, because you eat the fruit

你也帮忙传播了种子

and you thereby spread the seed.

人的大脑是被进化塑造的

There's an amazing amount of stuff that's built into the brain.

我们不喜欢苦味 不喜欢噪音

We dislike bitter tastes, we dislike loud sounds,

不喜欢高热或寒冷

we dislike hot temperatures, cold temperatures.

不喜欢责备的声音 不喜欢皱眉的脸

We dislike scolding voices. We dislike frowning faces;

我们喜欢对称的脸

we like symmetrical faces, etc., etc.

这些都是本能层面的情感

在设计上 你可以通过不同的方式去表达这样的情感

So that's the visceral level.

In design, you can express visceral in lots of ways,

比如字体的选择 颜色的选择

like the choice of type fonts and the red for hot, exciting.

看看这款1963年的猎豹汽车

那是很老的一款车 经常坏

Or the 1963 Jaguar:

It's actually a crummy car, falls apart all the time,

但是车主喜欢

它很美 它就被收藏在纽约现代艺术博物馆

but the owners love it.

这是一个水罐

And it's beautiful -- it's in the Museum of Modern Art.

你买它是因为这个罐很别致 而不是里面的水

A water bottle:

You buy it because of the bottle, not because of the water.

人们喝完里面的水之后 不会把罐扔掉

And when people are finished, they don't throw it away.

他们把罐留下来 当装饰用途

They keep it for -- you know, it's like the old wine bottles, you keep it for decoration

或者再次装上水 这表明不是水的魅力

or maybe fill it with water again, which proves it's not the water.

这都是本能上的体验

It's all about the visceral experience.

第二层是行为层面

The middle level of processing is the behavioral level

我们生活中绝大多数的东西都是这样生产出来的

知觉认识是潜意识的 你根本不知道它发生了

and that's actually where most of our stuff gets done.

行为也是这样的 你也感觉不到

Visceral is subconscious, you're unaware of it.

Behavioral is subconscious, you're unaware of it.

我们所做的几乎所有事情都是潜意识的

我在舞台上走 我并没有听从我的脚的指挥

Almost everything we do is subconscious.

I'm walking around the stage -- I'm not attending to the control of my legs.

我说话大多数时候也是潜意识的

I'm doing a lot; most of my talk is subconscious;

我之前做过很多准备 想了很多

我们做的大多数东西是潜意识的

it has been rehearsed and thought about a lot.

自动化的行为 因为熟练而做的事情

Most of what we do is subconscious.

Automatic behavior -- skilled behavior -- is subconscious,

这些都是由行为控制的

行为设计之本质就是要让使用者感到一切都在掌控之中

controlled by the behavioral side.

And behavioral design is all about feeling in control,

包括可用性 理解

which includes usability, understanding --

还有质感与重量

万能小刀设计得那么精致

but also the feel and heft.

非常匀称 锋利

That's why the Global knives are so neat.

你会感觉一切控于自己的掌中

They're so nicely balanced, so sharp,

或者是开着一辆性能非常好的汽车

that you really feel you're in control of the cutting.

Or, just driving a high-performance sports car

越过一个大槛

over a demanding curb --

你会感觉一切尽在自己的掌控之中

again, feeling that you are in complete control of the environment.

或者是一种感官上的情绪

Or the sensual feeling.

这是一个科勒淋浴头，一个瀑布效果的淋浴头

This is a Kohler shower, a waterfall shower,

下面这些小孔也是一个个小小的喷头

and actually, all those knobs beneath are also showerheads.

它还能往任意方向射水

It will squirt you all around

你就可以一连几个小时站在那里淋浴

and you can stay in that shower for hours --

并且不会浪费水

and not waste water, by the way,

它会让污水实现循环利用

because it recirculates the same dirty water.

（笑声）

(Laughter)

还有这个 这是非常精致的一个茶壶

Or this -- this is a really neat teapot I found

我是在芝加哥四季酒店那里购得的

at high tea at The Four Seasons Hotel in Chicago.

它是一款罗纳福特斜体茶壶

It's a Ronnefeldt tilting teapot.

表面看跟普通茶壶没有区别

That's kind of what the teapot looks like

但是 要用的时候 你需要将其躺放到桌面

but the way you use it is you lay it on its back,

然后把茶叶放进去

罐上水

and you put tea in,

水会把茶浸透

and then you fill it with water.

The water then seeps over the tea.

茶就会被挪到茶壶的右手边

And the tea is sitting in this stuff to the right --

就是在这条线的右手边

里面有一条横挡 茶就在这个地方

the tea is to the right of this line.

水慢慢的浸透茶身

There's a little ledge inside, so the tea is sitting there

当茶已经弄好或将要弄好的时候 你就把茶壶放稍微倾斜一点

and the water is filling it up like that.

And when the tea is ready, or almost ready, you tilt it.

这样子茶就不会全部被覆盖

And that means the tea is partially covered

而同时可以继续温

一旦茶好了，你就把茶壶放正

while it completes the brewing.

大家应该记得 茶是在这个位置的

And when it's finished, you put it vertically,

而水只会跑到这个地方

and now the tea is -- you remember -- above this line

and the water only comes to here --

并且把茶隔离出来

除此而外 茶壶本身也在进行一种交流

and so it keeps the tea out.

这也是情感之本义

On top of that, it communicates,

情感表现在行为上

which is what emotion does.

Emotion is all about acting; emotion is really about acting.

就是那种安全的感觉

认知之意义在于理解世界 而情感则试图解释这个世界

It's being safe in the world.

Cognition is about understanding the world, emotion is about interpreting it --

善良与邪恶 安全与危险 都是通过情感判断出来的

有了判断我们才会行动 肌肉之活动也与此相关

saying good, bad, safe, dangerous,

and getting us ready to act, which is why the muscles tense or relax.

我们可以分辨出其他人的情感

And that's why we can tell the emotion of somebody else --

因为我们可以看得到他们的肌肉 在活动 尽管只是在潜意识的指挥下

而我们的面部表情又是特别擅长于传情达意

because their muscles are acting, subconsciously,

except that we've evolved to make the facial muscles really rich with emotion.

这个茶壶也是有情感的

因为它会向服务员发出一个信号 “看，茶弄好了。你看我都站起来了“

Well, this has emotions if you like,

because it signals the waiter that, "Hey, I'm finished. See -- upright."

这时服务员会过来问 “是不是需要多一点水”

And the waiter can come by and say, "Would you like more water?"

这一点真的很巧妙 实在是一个不错的设计

第三个层面的就是反思性的

It's kind of neat. What a wonderful design.

And the third level is reflective,

就是指弗洛伊德所言的超我

which is, if you like the superego,

那是大脑的一部分 它无法控制你的行为

it's a little part of the brain that has no control over what you do,

无法控制你的感官

no control over the -- doesn't see the senses,

也无法控制你的肌肉

它只会充当一个旁观者

doesn't control the muscles.

它就是你大脑里的那个小小的声音

It looks over what's going on.

它看到什么都说：“这东西不错”“这东西不好”

It's that little voice in your head

或者是“为什么你这么做？我看不懂”

that's watching and saying, "That's good. That's bad."

那就是意识之所在

Or, "Why are you doing that? I don't understand."

这是一个反思性的产品

It's that little voice in your head that's the seat of consciousness.

Hummer的主人曾经说，“我一生拥有许多汽车”

Here's a great reflective product.

包括各种异国的轿车

Owners of the Hummer have said, "You know I've owned many cars in my life --

但是 从来没有一辆车使得我如此倾注自己的心思

all sorts of exotic cars,

这关乎他们的形象

but never have I had a car that attracted so much attention."

而不是汽车本身

即使你要一个更积极点的例子

It's about attention. It's about their image,

这是一辆通用汽车公司的汽车

假如你现在决定买这辆车 唯一的解释是你非常关心环保

选择买 也是 环保的一个努力

not about the car.

哪怕最初几辆会是天价

If you want a more positive model --

this is the GM car.

并且没有完整的保修

And the reason you might buy it now is because you care about the environment.

但这就是反思性设计之体现

And you'll buy it to protect the environment,

或者是一款非常昂贵的手表 你可以在朋友面前炫耀

even though the first few cars are going to be really expensive

他们会说，“哎哟 怎么我不知道你有个手表呢”

and not perfected.

相反 这个

But that's reflective design as well.

是一款纯功能型的电子手表

Or an expensive watch, so you can impress people --

它记录时间也许比刚才那个还要准

"Oh gee, I didn't know you had that watch."

但是它很丑

As opposed to this one,

这就是一款唐诺德·诺曼手表

which is a pure behavioral watch,

当你用一种情感去制衡另一种情感的时候 就显得更加有趣

which probably keeps better time than the $13,000 watch I just showed you.

比如害怕摔倒

But it's ugly.

你会得到暗示 说“这是安全的，你尽管放心”

This is a clear Don Norman watch.

And what's neat is sometimes you pit one emotion against the other,

假如游乐园的设备都是生锈的 残破的 相信你不会去那里玩

the visceral fear of falling

against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."

所以说 是两相权衡之结果

还有更妙的东西

If that amusement park were rusty and falling apart, you'd never go on the ride.

（笑声）

So, it's pitting one against the other.

杰克·克拉斯是一位家具工匠

他制作出了这套让人惊叹不已的家具

The other neat thing ...

这是带爪子的椅子

(Laughter)

它失去了一个球

正想趁别人不注意 把球检回来

So Jake Cress is this furniture maker,

and he makes this unbelievable set of furniture.

而最奇妙的一点就是 你居然相信这个解释了

And this is his chair with claw,

这就是情感带给人的快乐

and the poor little chair has lost its ball

这就是一个新的我

and it's trying to get it back before anybody notices.

从现在开始 我只会说事物的好话

（笑声）

And what's so neat about it is how you accept that story.

（掌声）

And that's what's nice about emotion.

So that's the new me.

I'm only saying positive things from now on.

(Laughter)

(Applause)