Stefan Sagmeister: Designing with slogans

譯者: Michelle Fan 審譯者: Yi Szu-Tu

I was here about four years ago,

我上次來這裡大約是四年前

talking about the relationship of design and happiness.

講題是設計與幸福的關係

At the very end of it, I showed a list under that title.

演講最後，我放了這張投影片

I learned very few things in addition since

(目前人生教給我的事) 後來就沒學到什麼

(Laughter) --

(笑聲)

but made a whole number of them into projects since.

但我把許多經驗都化成作品 (人人都覺得自己是對的)

These are inflatable monkeys in every city in Scotland:

這些充氣猴子遍佈蘇格蘭的城市

"Everybody always thinks they are right."

「人人 都 覺得 自己 是 對的」

They were combined in the media.

這些猴子都上了報

"Drugs are fun in the beginning but become a drag later on."

「禁藥 很好玩 因為新鮮 但 要膩 不用多久」

We're doing changing media.

(不真誠有害無益) 我們想玩一些新花樣

This is a projection that can see the viewer

這個投影機有感應功能

as the viewer walks by.

能感應前面經過的人

You can't help but actually ripping that spider web apart.

一有人走過，蜘蛛網非破不可

All of these things are pieces of graphic design.

這些都是平面設計的一部分

We do them for our clients.

我們按客戶的需求

They are commissioned.

替他們量身打造

I would never have the money to actually pay for the installment

我無法負擔這些裝置的實際費用

or pay for all the billboards or the production of these,

廣告板或設計本身都很昂貴

so there's always a client attached to them.

所以客戶是金主

These are 65,000 coat hangers in a street

這是6萬5千支衣架，排在路上

that's lined with fashion stores.

(瞎操心) 沿路全都是名牌店 (只是)

"Worrying solves nothing."

「瞎操心只是白費心」

"Money does not make me happy"

「錢 並 不能 讓 我 快樂」

appeared first as double-page spreads in a magazine.

一開始打算作跨頁雜誌標語

The printer lost the file, didn't tell us.

印刷商弄丟檔案，也沒告訴我們

When the magazine -- actually, when I got the subscription --

等出版社把雜誌寄給我時

it was 12 following pages.

標語被拆成12頁

It said, "Money does does make me happy."

印成「錢 真的 真的 讓我 變得 快樂」

And a friend of mine in Austria felt so sorry for me

我奧地利的朋友替我抱不平

that he talked the largest casino owner in Linz

說服林茨市的賭場大亨♪

into letting us wrap his building.

讓我們把賭場外牆包起來

So this is the big pedestrian zone in Linz.

這面是寬闊的行人區

It just says "Money," and if you look down the side street,

這面牆寫著「錢」 但轉個彎

it says, "does not make me happy."

另一面是「並不能讓我快樂」

We had a show that just came down last week in New York.

(賽格梅斯 目前人生教給我的事) 這是我們的秀，上週剛在紐約落幕

We steamed up the windows permanently,

我們霧化玻璃窗

and every hour we had a different designer come in

每小時會有不同設計師

and write these things that they've learned into the steam in the window.

在霧面玻璃寫下所學的東西

Everybody participated -- Milton Glaser,

名家盡出，包括米爾頓.格拉塞®

Massimo Vignelli.

馬西莫.維納利

Singapore was quite in discussion.

新加坡也很熱門

This is a little spot that we filmed there

我們到一個小村莊攝影

that's to be displayed on the large JumboTrons in Singapore.

影片會在巨幅電子廣告板上播送 (勤寫)

And, of course, it's one that's dear to my heart,

當然我非常喜歡這段影片 (日記)

because all of these sentiments --

因為所有的感想

some banal, some a bit more profound --

有的老套，有的深刻

all originally had come out of my diary.

都源自於我的日記(有助) (個人) (發展)

And I do go often into the diary

我常寫日記

and check if I wanted to change something about the situation.

反省自己是否該做些改變

If it's -- see it for a long enough time,

時間一久

I actually do something about it.

我會真的著手改變 (勤寫日記有助個人發展)

And the very last one is a billboard.

最後這張被作成廣告看板

This is our roof in New York, the roof of the studio.

(別抱怨 要嘛行動 要嘛算了) 這是紐約工作室的屋頂

This is newsprint plus stencils that lie on the newsprint.

這是報紙 還有印刷模板

We let that lie around in the sun.

攤在陽光下

As you all know, newsprint yellows significantly in the sun.

當然，報紙很快就會被烤黃

After a week, we took the stencils and the leaves off,

1週後才移往別處

shipped the newsprints to Lisbon to a very sunny spot,

運到里斯本一個陽光充足的地方

so on day one the billboard said,

第一天廣告板上寫著

"Complaining is silly. Either act or forget."

「別抱怨 要嘛行動 要嘛算了」

Three days later it faded, and a week later,

3天後字跡褪色，1週後

no more complaining anywhere.

再也沒有抱怨了

(Laughter)

(笑聲)

Thank you so much.

感謝各位

(Applause)

(掌聲)