David Carson: Design, discovery and humor

翻译人员: Miao Li 校对人员: Chunlei Chang

I had requested slides,

我坚持要用幻灯机

kind of adamantly,

非常坚决，

up till the -- pretty much, last few days,

直到差不多几天前还是

but was denied access to a slide projector.

但在最后关头他们说不行

(Laughter)

(笑）

I actually find them a lot more emotional --

这无非让我对幻灯片更有感触了

(Laughter)

（笑）

-- and personal,

也更亲密

and the neat thing about a slide projector

幻灯机的好处

is you can actually focus the work,

在于你能调整幻灯片的聚焦

unlike PowerPoint and some other programs.

不像PowerPoint那些软件

Now, I agree that

我必须得说

you have to -- yeah, there are certain concessions

我们别无选择的－－得做点妥协

and, you know, if you use a slide projector,

你知道，要是用幻灯机的话

you're not able to have the bad type

你就没法看到难看的字体

swing in from the back or the side, or up or down,

从后面或者侧面飞出来，或者从上到下，

but maybe that's an O.K. trade-off,

但也许这个妥协还算划算

to trade that off for a focus.

换来我们没法聚焦

(Laughter)

（笑）

It's a thought. Just a thought.

这就是我的一个想法，一个想法而已

And there's something nice about slides getting stuck.

其实幻灯片卡住也是挺妙的一件事

And the thing you really hope for

而你最期待的

is occasionally they burn up,

其实是它们时不时能着火

which we won't see tonight. So.

不过今晚我们是没这个眼福了

With that, let's get the first slide up here.

那我们就这么开始第一张图片吧

This, as many of you have probably guessed,

这个东西，有些人已经猜到了

is a

是一个

recently emptied beer can in Portugal.

不久前在葡萄牙被喝光的啤酒罐

(Laughter)

（笑）

This -- I had just arrived in Barcelona for the first time,

这个－－是我第一次来巴塞罗那

and I thought --

我想－－

you know, fly all night, I looked up,

你知道，飞了一晚上，我抬头一看

and I thought, wow, how clean.

对自己说，哇哦，多么简洁

You come into this major airport, and they simply have a B.

你来到这么个大机场，居然就只有一个B

I mean, how nice is that?

我是说，这多棒啊！

Everything's gotten simpler in design,

设计界里的一切都变得简洁

and here's this mega airport,

这么大的一个超级机场

and God, I just -- I took a picture.

我的天，我就－－我就拍了一张照片

I thought, God, that is the coolest thing I've ever seen at an airport.

我想，上帝啊，这是我这辈子在机场见过的最酷的事

Till a couple months later,

直到几个月前

I went back to the same airport --

我又回到同一个机场－－

same plane, I think -- and looked up,

同一班飞机，我想－－然后我抬头一看

and it said C.

上面写着，C

(Laughter)

（大笑）

It was only then that I realized

到那一刻我才明白

it was simply a gate that I was coming into.

它只不过是个通关的门而已

(Laughter)

（笑）

I'm a big believer in the emotion of design,

我极其信仰设计中酝酿的情绪

and the message that's sent

和它传达出来的信息

before somebody begins to read,

在有人开始读之前

before they get the rest of the information;

在他们读完余下的信息时

what is the emotional response they get to the product,

他们在情绪上如何回应这个设计

to the story, to the painting -- whatever it is.

这个故事，这幅画－－不管它是什么

That area of design interests me the most,

这个领域里的设计最能吸引我

and I think this for me is a real clear,

我觉得这个例子非常清楚

very simplified version

非常简明地

of what I'm talking about.

解释了我在说什么

These are a couple of garage doors painted identical,

这是一组车库门，被刷上了相同的东西

situated next to each other.

紧挨着。

So, here's the first door. You know, you get the message.

这个呢，是第一扇门。你一眼就明白它是什么意思

You know, it's pretty clear.

你知道，它写得很一清二楚

Take a look at the second door and see

再看一下第二扇门

if there's any different message.

看看有什么不同之处

O.K., which one would you park in front of?

好，你们想在哪扇前面停车？

(Laughter)

（笑）

Same color, same message, same words.

一样的颜色，一样的讯息，一样的措词

The only thing that's different

唯一不同的是

is the expression that the individual door-owner here put into the piece --

门主人在其中赋予的情绪－－

and, again,

再想一下，

which is the psycho-killer here?

哪个人是精神分裂杀人狂？

(Laughter)

（笑）

Yet it doesn't say that; it doesn't need to say that.

然而它没写出来，它也不需要写出来

I would probably park in front of the other one.

我想我会停在另外一家门前

I'm sure a lot of you are aware

我相信很多人已经发现

that graphic design has gotten a lot simpler in the last

这几年平面设计变得越来越简洁

five years or so.

在最近五年左右

It's gotten so simple that it's already starting to kind of

它变得如此简洁，以至于现在有点开始

come back the other way again and get a little more expressive.

有反弹的趋势，变得开始表达自我

But I was in Milan and saw this street sign,

但我在米兰的时候，我看到这个街牌

and was very happy to

我非常高兴地发现

see that apparently this idea of minimalism

这种“极简主义”

has even been translated by the graffiti artist.

甚至被一位涂鸦艺术家作了诠释

(Laughter)

（笑）

And this graffiti artist has come along,

这位涂鸦艺术家来到这，

made this sign a little bit better, and then moved on.

只是稍稍完善了一下这牌子，就转向了别处

(Laughter)

（笑）

He didn't overpower it like they have a tendency to do.

他没像以往那样想要主导它

(Laughter)

（笑）

This is for a book by "Metropolis."

这是Metropolis的一本书

I took some photos, and this is

我照了几张照片，这张是

a billboard in Florida,

佛罗里达州的一个广告牌

and either they hadn't paid their rent,

要么是他们没交租金

or they didn't want to pay their rent again on the sign,

要么他们不想再租这块牌子了

and the billboard people were too cheap to tear the whole sign down,

管这广告牌的人懒到不想把整块牌子拆下来

so they just teared out sections of it.

所以他们就拆了其中的一部分

And I would argue that it's possibly more effective

我倒是觉得这么做可能比

than the original billboard in terms of getting your attention,

原来的广告更能引起你的注意

getting you to look over that way.

把你的眼球吸引过去

And hopefully you don't stop and buy those awful pecan things -- Stuckey's.

但愿你们不会就此去买那些难吃的核桃东西－－Stuckey's

This is from my second book.

这是我第二本书中的

The first book is called, "The End of Print,"

第一本叫“印刷的终结”

and it was done along with a film,

和它一起还出了一部电影

working with William Burroughs.

和William Burroughs合作的

And "The End of Print" is now in its fifth printing.

“印刷的终结”已经在印第五版了

(Laughter)

（笑）

When I first contacted William Burroughs about being part of it,

我刚开始联系William Burrows商讨参与制作的时候

he said no; he said he didn't believe it was the end of print.

他说不行－－他不相信这会是印刷的终结

And I said, well, that's fine;

然后我说，那好吧

I just would love to have your input on this film and this book,

我只是很希望你能给这部电影和书带来影响

and he finally agreed to it.

最后他终于同意了

And at the end of the film, he says in this great voice

在电影的最后，他用富有磁性的声音说

that I can't mimic but I'll kind of try, but not really, he says,

我没法学上来，我尽量试试，但不太可能，他说

"I remember attending an exhibition called,

“我记得去参加一个展览，叫做

'Photography: The End of Painting.'"

‘摄影：绘画的终结’ ”

And then he says, "And, of course, it wasn't at all."

然后他说，“当然，这没成为现实。“

So, apparently when photography was perfected,

所以，当摄影技术发展到精湛时

there were people going around saying,

就会有人说

that's it: you've just ruined painting.

你看吧，你把绘画给毁了

People are just going to take pictures now.

现在人们就直接去用相机了

And of course, that wasn't the case.

当然了，这也是谬论

So, this is from "2nd Sight,"

所以，这是“第二视觉”

a book I did on intuition.

我的一本关于直觉的书

I think it's not the only ingredient in design,

我觉得它并不是设计中唯一的元素

but possibly the most important.

但有可能是最重要的

It's something everybody has.

每个人都有直觉

It's not a matter of teaching it;

它是没法传授的

in fact, most of the schools tend to discount intuition

事实上，大多数流派把它忽略了

as an ingredient of your working process

它在工作过程中的重要

because they can't quantify it:

因为他们没办法量化它

it's very hard to teach people the four steps to intuitive design,

教人们“直觉的三步入门”是件很难的事

but we can teach you the four steps to a nice business card

但我们能教你“做好看名片的三步入门”

or a newsletter.

或者做业务简报

So it tends to get discounted.

所以它就被渐渐忽略了

This is a quote from Albert Einstein, who says,

这里有一句爱因斯坦的名言，他说，

"The intellect has little to do on the road to discovery.

“在探索的路上，智慧帮不上什么忙，

There comes a leap in consciousness --

只有当你灵光一现时－－

call it intuition or what you will --

叫它直觉，或任何名称－－

and the solution just comes to you, and you don't know from where or why."

答案自动跑到你身边来，你不知道它从哪里来，也不知道为什么。”

So, it's kind of like when somebody says, Who did that song?

这有点像当有个人说，这首歌是谁写的？

And the more you try to think about it,

你越努力地想

the further the answer gets from you,

答案就离你越远

and the minute you stop thinking about it,

一旦当你不再去想时

your intuition gives you that answer, in a sense.

直觉能给你答案，某种意义上

I like this for a couple of reasons.

我喜欢这个有几个原因

If you've had any design courses, they would teach you you can't read this.

如果你上过任何设计课的话，他们会告诉你这个没法读

I think you eventually can and, more importantly, I think it's true.

我认为到最后你肯定读得出来，更重要的是，我觉得它说得没错

"Don't mistake legibility for communication."

“别认为清晰就是沟通。”

Just because something's legible doesn't means it communicates.

一个东西很清楚，并不代表它能交流

More importantly, it doesn't mean it communicates the right thing.

更重要地是，这也不代表它表述了正确的讯息

So, what is the message sent before

所以，在人们仔细读下去之前，

somebody actually gets into the material?

他们接收到的讯息是什么？

And I think that's sometimes an overlooked area.

我觉得这个方面常常被忽略了

This is working with Marshall McLuhan.

这是和Marshall McLuhan的合作

I stayed and worked with his wife and son, Eric,

我和他的妻子和儿子一起

and we came up with close to 600 quotes from Marshall

收集了差不多600句Marshall的妙语

that are just amazing in terms of being ahead of the times,

它们不可思议地超越时代

predicting so much of what has happened

预言了极多之后发生的事

in the advertising, television, media world.

在广告，电视，传媒等领域里

And so this book is called "Probes." It's another word for quotes.

以至这本书被人称作“箴言”，它是“妙语”的另外一种说法

And it's -- a lot of them are never -- have never been published before,

它－－其中很多一直没有被出版

and basically, I've interpreted the different quotes.

基本上，我诠释过很多“妙语”

So, this was the contents page originally.

这个呢，是最初内容页的设计

When I got done it was 540 pages,

我完稿时有540页

and then the publisher, Gingko Press,

而出版社Gingko Press

ended up cutting it down considerably:

最后把它作了大幅删减

it's just under 400 pages now.

现在它只剩下不到400页

But I decided I liked this contents page --

但我决定我喜欢这个内容页

I liked the way it looks -- so I kept it.

我喜欢它看上去的感觉－－所以我它留下了

(Laughter)

（笑）

It now has no relevance to the book whatsoever,

它和书的内容一点关系也没有

but it's a nice spread, I think, in there.

但我想，它当插页挺好看

(Laughter)

（笑）

So, a couple spreads from the book:

这是书中另外一些插页

here McLuhan says,

在这里McLuhan说到

"The new media are not bridges between Man and Nature; they are Nature."

“新的传媒不是连接人和大自然的桥梁；它们就是自然。”

"The invention of printing did away with anonymity,

“印刷的发明和匿名是分开的

fostering ideas of literary fame

滋养了“文学名声”的概念

and the habit of considering intellectual effort as private property,"

还有把智慧当成私人财产的习惯

which had never been done before printing.

这在印刷术之前是没听过的

"When new technologies impose themselves

“当新技术把自己强加在

on societies long habituated to older technologies,

一个早就习惯旧有技术的社会时，

anxieties of all kinds result."

各式的焦躁开始了。”

"While people are engaged in creating a totally different world,

“当人们埋头于创造一个全新的世界时，

they always form vivid images of the preceding world."

他们眼前总会清晰浮现之前的世界。”

I hate this stuff. It's hard to read.

我讨厌这些东西，一点都看不清楚。

(Laughter)

（笑）

(Applause)

（掌声）

"People in the electronic age have no possible environment except the globe,

“在电子时代的人们除了全球化以外没有其他环境，

and no possible occupation except information gathering."

除了信息收集以外也没有任何工作机会。”

That was it. That's all he saw as the options. And not too far off.

就这样了，他觉得可选择的就这些。这与现实差不多吧。

So, this is a project for Nine Inch Nails.

这个是为“九寸钉”做的一个项目

And I only show it because it seemed like it got all this relevancy all of a sudden,

我把它秀出来因为它好像忽然和这一切有关

and it was done right after 9/11.

它是紧接在9／11之后做成的

And I had recently discovered a bomb shelter

我当时恰巧发现了一个防空避难所

in the backyard of a house I had bought in LA

在我洛杉矶买的房子的后院

that the real estate person hadn't pointed out.

卖房子的人可只字未提

(Laughter)

（笑）

There was some bomb shelter built, apparently in the '60s Cuban missile crisis.

想必是60年代古巴导弹冲突时期，盖的一些防空避难所

And I asked the real estate guy what it was as we were walking by,

我问卖房子的人，我们刚刚路过的那是什么

and he goes, "It's something to do with the sewage system."

他回我，“是下水疏通那类的东西”

I was, O.K.; that's fine.

那好吧，我说，我无所谓

I finally went down there, and it was this old rusted circular thing,

我终于到了底下，看到这个又老又生锈的圆形的东西

and two beds, and very kind of creepy and weird.

还有两张床，很怪，很阴森

And also, surprisingly, it was done in kind of a cheap metal,

而让人惊讶的是，它是用一种很廉价的金属制成的

and it had completely rusted through, and water everywhere, and spiders.

它已经完全被锈吞噬了，到处是水，和蜘蛛

And I thought, you know, what were they thinking?

然后我就嘀咕，他们到底怎么想的？

You'd think maybe cement, possibly, or something.

你会想怎么也得是水泥或者什么的

But anyway, I used this for a cover for the Nine Inch Nails DVD,

但话说回来，我用它作了九寸钉DVD的封皮

and I've also now fixed the bomb shelter with duct tape,

避难所已经被我用强力胶布粘好了

and it's ready. I think I'm ready. So.

所以它已经可以用了。我想我准备好了。

This is an experiment, really, for a client, Quicksilver,

这个是做的一个实验，给一个客户,Quicksilver

where we were taking what was a six-shot sequence

我们用了一组六连拍照片

and trying to use print as a medium to get people to the Web.

设法把印刷品当作吸引人们上网的媒介

So, this is a six-shot sequence.

所以呢，这是一组六连拍

I've taken one shot; I cropped it a few different ways.

我拿来这张照片，用了不同方法截取

And then the tiny line of copy says,

在上面有一排小字写着

If you want to see this entire sequence --

如果想看整组照片－－

how this whole ride was -- go to the website.

想知道冲浪整个过程－－请登陆网站

And my guess is that a lot of the surf kids did go to the site

我猜很多冲浪少年的确跑去那个网站了

to get this entire picture.

去看整张的照片

Got no way of tracking it, so I could be totally wrong.

我没有调查数据，所以可能我说的一点不对

(Laughter)

（笑）

I don't have the site. It's just the piece itself.

我没有它们的网站，只是这一件作品

This is a group in New York called the Coalition for a Smoke-free Environment --

这是纽约的一个组织，叫做“无烟环境联合会”

asked me to do these posters.

叫我来做这个海报

They were wild-posted around New York City.

它被满纽约贴了个遍 （海报：抽烟能让你“那里”变小）

You can't really -- well, you can't see it at all --

你们没法，那个，你们绝对看不见－－

but the second line is really the more kind of payoff, in a sense.

但是第二行才真是某种意义上的“报复”

It says, "If the cigarette companies can lie, then so can we." But --

它说“如果香烟公司可以说谎，我们也能。” 但是－－

(Laughter)

（笑）

(Applause)

（掌声）

-- but I did.

但我这的确是谎言。

These were literally wild-posted all over New York one night,

这些在一夜之间被贴满全纽约城

and there were definitely some heads turning,

绝对是有一定回头率的

you know, people smoking and, "Huh!"

你知道，人正抽着呢，“哈？！”

(Laughter)

（笑）

And it was purposely done to look fairly serious.

它被故意被做得很正经

It wasn't some, you know, weird grunge type or something;

它不像一些，你知道，稀奇古怪的那些东西

it looked like they might be real. Anyway.

它看起来像是真的一样

Poster for Atlantic Center for the Arts, a school in Florida.

一张为太平洋艺术中心设计的海报，在佛罗里达的一个学校

This amazes me. This is a product I just found out.

这个东西特别神奇，是我最近才发现的产品

I was in the Caribbean at Christmas,

我在加勒比过圣诞节时

and I'm just blown away that in this day and age they will still sell --

我完全意想不到在这个时代，这个阶段，还有人卖

not that they will sell --

不是他们想卖－－

that there is felt a need for people to lighten the color of their skin.

而是人们还有这种需求－－把自己的肤色漂白

This was either an old product with new packaging,

这要么是旧产品换上新包装

or a brand-new package, and I just thought,

要么是全新的产品。我忍不住想

Yikes! How's that still happening?

呃！怎么还有还有这种事发生？

I do a lot of workshops all over the world, really,

我到世界各地去做讲习班

and this particular assignment was

这次的命题是

to come up with new symbols for the restroom doors.

给厕所的门设计一种新标识

(Laughter)

（笑）

I felt this was one of the more successful solutions.

我觉得这是个比较成功的方案

The students actually cut them up

这个学生真的把它们剪出来

and put them up around bars and restaurants that night,

晚上贴到各个酒吧和餐厅里

and I just always have this vision of this elderly couple going to use the restroom ...

我总忍不住想象一对老夫妇走到这卫生间时的画面...

(Laughter)

（笑）

I did some work for Microsoft a few years back.

几年前我为Microsoft干活

It was a worldwide branding campaign.

是个全球范围的品牌推广活动

And it was interesting to me --

挺有意思的

my background is in sociology; I had no design training,

我是学社会学的；没受过设计训练

and sometimes people say, well, that explains it --

有时人们说，怪不得你不靠谱

but it was a very interesting experiment

但这真是个好玩的实验

because there's no product that I had to sell;

因为没有什么产品要我推销

it was simply the image of Microsoft they were trying to improve.

他们只想改善Microsoft的品牌形象

They thought some people didn't like them.

他们怀疑自己招人讨厌

(Laughter)

（笑）

I found out that's very true,

我发现这千真万确

working on this campaign worldwide.

就在我打工期间

And our goal was to try to humanize them a bit,

为了让Microsoft显得有些人性

and what I did was add type and people to the ad,

我给广告加了文字和人像

which the previous campaign had not had,

之前的广告都没有

and nobody remembered them, and nobody referenced them.

所以没人记得，也没人提到

And we were trying to say that,

我们是要告诉消费者

hey, some of these guys that work there are actually OK;

嘿，在这儿上班的还是有正常人的

some of them actually have friends and family,

有些人还是有朋友，有家庭的

and they're not all awful people.

他们不全是怪物

And the umbrella campaign was "Thank God it's Monday."

我们的宣传雨伞上印着 “感谢上帝，今天拜一。”

So, we tried to take this --

所以，我们试着拿一个－－

what was perceived as a negative:

负面的元素

their over-competitiveness, their,

这些人的“竞争狂“，他们的，

you know, long working hours --

你知道，玩命加班

and turn it into a positive and not run from it.

变成一个优点，不去回避

You know: Thank God it's Monday --

你知道：“感谢上帝，今天拜一”－－

I get to go back to that little cubicle, those fake gray walls,

我得回到狭小的工作间，灰色的塑料隔板中

and hear everybody else's conversations f

听每个人谈话

or 10 hours and then go home.

10个小时然后回家

But anyway, this is one of the ads I was most pleased with,

但是不管怎样，这是我最满意的广告之一

because they were all elaborately art-directed,

因为经过了精心的艺术设计

and this one I thought actually felt like the girl was looking at the computer.

这张看起来好象女孩在看着电脑

It says, "Wonder Around." And then it's a piece of the software.

广告词是：“处处惊奇。“ 然后软件界面就跳出来

And this is how the ad ran around the world.

这则广告计划这么发布

In Germany, they made one small change without checking with me --

可是德国的分公司做了一点小改动，没告诉我

nor did they have to, because it was done through agencies --

也不需要告诉我，因为事情是经过中间人办的

but see if you can tell the difference.

不妨让你们看看有何变化

This is how the ad ran throughout the world;

这是全球发布的广告

Germany made one slight change in the ad.

德国人改了这么一丁点

(Laughter)

（笑）

Now, there's kind of two issues here.

现在有了两个问题

If you're going to put a kid in the ad, pick one that looks alive.

如果你要往广告里放一个小孩儿，找个生命力强些的

(Laughter)

（笑）

I just have a feeling this kid's been there for a week, you know.

我总忍不住觉得这小孩儿已经在那儿憋了一个星期了，你知道的

He's just really hoping that boots up and, you know ...

他等那个程序启动等得花都谢了，你看...

(Laughter)

（笑）

And then as the agency explained to me, they said,

那个中间人向我解释这个改动

"Look, we don't have little green people in our country;

“瞧，打个比方，我们国家可没有小绿人；

why would we put little green people in our ads, for instance?"

干嘛要把小绿人放进广告呢？”

So, I understand their logic. I totally disagree with it;

于是乎，我明白了他们的逻辑。我完全反对

I think it's a very small-minded approach,

这是心胸狭窄的做法

the world is certainly much more global,

世界显然越来越一体化了

and I certainly think the people of Germany

我很肯定德国民众

could have handled a little black girl sitting in front of a computer,

能够接受一个黑人小姑娘坐在电脑跟前

though we'll never know.

尽管我们无法知道是不是这样

This is some work from Ray Gun.

这是Ray Gun杂志中的一些作品

And the point of this magazine was to read the articles,

这本杂志要你读文章，

listen to the music, and try to interpret it.

听音乐，并试着解读意思

There's no grid, there's no system, there's nothing set up in advance.

没有条条框框，没有系统，没有预先架设的一切

This is an opener for Brian Eno,

这是Brian Eno的专题介绍

and it's just kind of my personal interpretation of the music.

完全是我们对音乐的个性解读

This is rockstars talking about teachers they had lusted after in school.

比如摇滚明星们谈他们上学时意淫过的女老师

There's a lot of great writing in "Ray Gun."

Ray Gun里的好文章很多

And I was fortunate to find a photograph of a teacher sitting on some books.

而且我很幸运地找到一张老师坐在书上的照片

(Laughter)

（笑）

Article on Bryan Ferry -- just really boring article --

谈Brian Ferry的文章－－真是无聊透顶－－

so I set the whole article in Dingbat.

所以整篇文章我都给用了Dingbat 字体（全是装饰标志，有如乱码，根本读不出）

(Laughter)

（笑）

You could -- you could highlight it; you could make it Helvetica or something:

你可以选中它，把它变成Helvetica或者其他什么正常字体

it is the actual article.

文章还是原来的文章

I suppose you could eventually decode it,

我相信你最终能把它破译出来

but it's really not very well written; it really wouldn't be worthwhile.

但是真的写得不好；不值得你这么做

(Laughter)

（笑）

Having done a lot of magazines,

做了不少杂志之后

I'm very curious how big magazines handle big stories,

我对大杂志如何处理大新闻很感兴趣

and I was very curious to see how Time and Newsweek would handle 9/11.

我十分想看看《时代》和《新闻周刊》怎样报道9/11

And I was basically pretty disappointed

而他们令我非常失望

to see that they had

看到他们

chosen to show the photo we'd already seen a million times,

选的是我们已经看过千万遍的照片

which was basically the moment of impact.

就是撞击的一瞬间

And People magazine, I thought,

我认为《人物》杂志

got probably the best shot.

可能还拍到了最好的一张照片

It's kind of horsey type, but the texture --

蛮刺激的那种，那种质地－－

the second plane not quite hitting:

第二架飞机将要撞上又还没撞上

there was something more enticing,

还有些更引人入胜的，

if that's the right -- it's not the right word --

如果“引人入胜”可以－－在这儿不能用－－

but in this cover than Time or Newsweek.

我是说拿这幅封面比起《时代》或是《新闻周刊》的话

But when I got into this magazine,

可是当我翻开《人物》，

there's something kind of disturbing, and this continued.

有些令人不安的东西，而且老是有

On the left we see people dying; we see people running for their lives.

在左边我们看到人们正在死去或是逃命

And on the right we learn that there's a new way to support your breast.

而右边的内容告诉我们一种防止乳房下垂的新方法

The coveted right-hand page was not given up to the whole issue.

令人垂涎的右页没有因为撞机事件被去掉

Look at the image of this lady --

请看这位女士的照片－－

who knows what she's going through? --

谁知道她此刻正在经历着什么？－－

and the copy says: "He knows just how to give me goosebumps."

而右边的广告词写道：“他总是知道怎么让我兴奋得起鸡皮疙瘩”

Yeah, he jumps out of buildings. It's --

是啊，那位丈夫的确跳出了大楼。真是－－

unfortunately, this one works, kind of, as a spread.

不幸的是这次好像有点儿碰对了，可能做个插页还行

And this continued through the entire magazine.

这些东西遍布整本杂志

It did not let up.

一点不留余地

This says: "One clean fits all." .

“一招鲜吃遍天”

There were a lot of orphans made this day,

那天许多孩子成了孤儿

and here's a dead body being brought out.

这里又有一具尸体被抬出来

It just seems to me possibly even a blank page

我觉得哪怕是放一张空白页

would have been more appropriate.

也比现在这样做要妥当

And this one I think is possibly the worst:

这一张大概是不能再坏了：

two ladies, both facing the same way, both wearing jeans.

两位女士，面朝一个方向，都穿牛仔裤

One -- who knows what she's going through;

一个－－谁能体会她的痛苦；

the other one is worried about model behavior and milk.

另一个正琢磨着模特仪态和牛奶

And --

还有－－

I gave a talk in New York a couple months after this,

这件事之后几个月我在纽约做了一个讲座

and afterwards somebody came up to me and they said that --

讲完后一个人冒出来跟我说－－

they actually emailed me -- and they said that they appreciated the talk,

他们通过电子邮件－－说他们很喜欢这个讲座，

and when they got back to their car,

当他们去开车准备回家时

they found a note on their car that made them think

发现车上的一张便条，让他们以为

maybe New York was getting back to being New York again after this event --

可能曾经的纽约很快又要从9/11的阴影里回来了

it had been a few months.

几个月已经过去

This was what they found on their car.

这就是他们在车上找到的

(Laughter)

（笑）

There's very few times you'd be happy to find this on your car,

能在车上发现这个还开心的时候真是不多，

but it did seem to indicate that we were coming back.

这事好像真的说明我们又回来了

This is my desktop.

这个是我的桌面电脑

Somebody told me today there was this thing called folders,

今天有个家伙告诉我有一种叫“文件夹”的东西，

but I don't know what they are.

我不知道那是什么

These are my notes for the talk -- there might be a correlation here.

这些是我讲座的要点－－可能跟我所讲的有些关系

We are wrapping up.

我们接近尾声了

This I saw on the plane, flying in, for hot new products.

我是在来时的飞机上看到它的，当作潮流新品

I'm not sure this is an improvement, or a good idea,

我不确定它是否算一种进步或者好点子

because, like, if you don't spend quite enough time in front of your computer,

因为如果你在电脑前面还没呆够

you can now get a plate in the keyboard,

你可以在键盘上安个盘子

so there's no more faking it --

所以就不用装着

that you don't really sit at your desk all day and eat and work anyway.

好像你并没有成天伏案，边吃边工作

Now there's a plate, and it would be really, really convenient

现在有了个盘子，真是非常，非常方便

to get a piece of pizza, then type a little bit, then ...

弄一片匹萨，打几行字，然后...

I'm just not sure this is improvement.

我只是不确定这是不是进步

If you ever doubt the power of graphic design,

如果你怀疑平面设计的力量

this is a very generic sign that literally says, "Vote for Hitler." It says nothing else.

这个普通的告示只写着：“投希特勒一票。” 其他什么也没说

And this to me is an extreme case

这对我来说是个极端案例

of the power of emotion, of graphic design,

关于情感的的力量，平面设计的力量

even though, in fact, was a very generic poster at the time.

尽管在当时这是个普普通通的海报

What's next? What's next is going to be people.

接下来呢？接下来要说的是人们

As we get more technically driven,

当我们越来越被科技驱使

the importance of people becomes more than it's ever been before.

人的重要性越发明显

You have to utilize who you are in your work.

你得在你的个性上做文章

Nobody else can do that: nobody else can pull from your background,

没有别人能这么做：没人能用上你的人生背景

from your parents, your upbringing, your whole life experience.

你的父母、成长过程、人生阅历

If you allow that to happen, it's really the only way you can do some unique work,

如果你这样做，这真的是创造出独特作品的唯一办法

and you're going to enjoy the work a lot more as well.

你也会喜欢你的工作多得多

This is -- I like found art; hand lettering's coming back in a big way,

这个－－我喜欢“拿来艺术”；而且手写体又要大行其道了

and I thought this was a great example of both.

这件作品两者兼有

This lady's advertising for her lost pit bull.

一位女士贴广告找她的比特犬

It's friendly -- she's underlined friendly --

它很友善的－－她给“友善”加了下划线－－

that's probably why she calls it Hercules or Hercles. She can't spell.

可能正因如此她叫它“海格力斯”或者“海格儿”。她拼错了

(Laughter)

（笑）

But more importantly,

更重要地是，

she's willing to give you 20 bucks to go find this lost pit bull.

她愿意出20美元找这只比特犬

And I'm thinking, yeah, right,

所以我想，是的，好

I'll go look for a lost pit bill for 20 bucks.

我要为了20美元搜寻比特犬了

I have visions of people going down alleyways yelling out for Hercles,

我想象人们走街串巷喊着海格力斯

and you get charged by this thing and you go,

一个狗形物体向你扑过来，你赶紧说

oh, please be Hercles; please be the friendly one.

噢，求求你一定要是海格力斯；一定要是那个友善的

(Laughter)

（笑）

I'm sure she never found the dog, because I took the sign.

我确定她一直没有找到爱犬，因为我把告示揭了

(Laughter)

（笑）

But I was asked to give a talk at a conference in Sacramento a few years back.

几年前我被邀请在萨克拉门托的一次会议上发言

And the theme was courage, and they asked me to talk

主题是勇气，那些人叫我谈

about how courageous it is to be a graphic designer.

做一个平面设计师要何等的勇气

And I remembered seeing this photograph of my father,

我回忆起看到我父亲的一张照片

who was a test pilot, and he told me that

我爸是个测试飞行员，他曾经告诉我

when you signed up to become a test pilot,

当你报名成为一个测试飞行员

they told you that there was a 40 to 50 percent chance

那些人告诉你有百分之四十到五十的几率

of death on the job.

你会光荣殉职

That's pretty high for most occupations.

这个比率对大多数职业来说是挺高的

(Laughter)

（笑）

But, you know, the government would make a plane;

但是，你知道，政府造了一架飞机；

they'd say, go see if that one flies, would you?

他们说，去看看它能飞吗，愿意吗？

Some of them did; some of them didn't.

有人去做了；有人就没有

And I started thinking about some of these decisions I have to make

我就开始思考我必须得做的一些抉择

between, like, serif versus san-serif.

比如给字体加衬线呢还是不加衬线

(Laughter)

（笑）

And for the most part, they're not real life-threatening.

大多时候，这些都不会危及生命

Why not experiment? Why not have some fun?

所以干嘛不去实验呢？干嘛不找点乐子？

Why not put some of yourself into the work?

为什么不把你的个性放进作品里？

And when I was teaching, I used to always ask the students,

从前当我教课时，我总是问学生

What's the definition of a good job?

一个好工作的定义是什么？

And as teachers, after you get all the answers,

作为老师，你听到了答案之后，

you like to give them the correct answer.

你要给出正确答案

And the best one I've heard -- I'm sure some of you have heard this --

我听到过最好的－－我相信你们有些人已经听说过了－－

the definition of a good job is:

好工作的定义是：

If you could afford to -- if money wasn't an issue --

如果你负担得起－－如果钱不是问题

would you be doing that same work?

你还会干同样的活吗？

And if you would, you've got a great job.

如果你会，你的工作很棒

And if you wouldn't, what the heck are you doing?

如果你不会，你在瞎捣鼓什么呢？

You're going to be dead a really long time.

离你死还早着呢

Thank you very much.

谢谢大家！