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

譯者: Jerry White 審譯者: Manlai YOU

The new me is beauty.

現在的我關心的是美

(Laughter)

（笑聲）

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

人們過去會說：諾曼的出發點是好的

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

但假如你按照他說的去做，你可以做出管用的東西

but it would be ugly."

但一定是很醜的

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

但我事實上並無那個意思，看

This is neat.

這東西挺精緻的

Thank you for setting up my display.

感謝主持人把它擺在這兒，供我作道具用

I mean, it's just wonderful.

我想說 這東西太美了

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來幹嘛的，它的實際用途有哪些

but I want it.

但是我就是想要它

And that's my new life.

這就是我的新人生

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

我的新人生就是在探索何為美

and "pretty," and "emotions."

何為可愛，以及與此相關的情感

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

我的新生活核心就是製造漂亮、好玩的東西

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

這個是菲利普·斯塔克果汁機，由 Alessi 製作

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

它實在是太好玩了，我家裡就有一台

但我把它擺在過道上，而不是用來做果汁

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

（笑聲）

(Laughter)

說實話，我買的是外表鍍金的那一款

In fact, I bought the gold-plated special edition

一打開包裝，我看到一張紙條

and it comes with a little slip of paper

上面寫着：不要用這機器來做果汁

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

因為酸會腐蝕外表的金子

The acid will ruin the gold plating.

（笑聲）

所以，我把一盒果汁

(Laughter)

So actually, I took a carton of orange juice

倒在玻璃杯裡，而後才拍出這張照片

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

（笑聲）

(Laughter)

大家留心看，會發現底下那裡有一把刀

Beneath it is a wonderful knife.

那是一把日本生產的萬能小刀

It's a Global cutting knife made in Japan.

先看看它的形狀，那是多麼美

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

其次，這把刀設計得相當勻稱

拿在手上感覺棒極了

Second of all, it's really beautifully balanced:

再有，它的刀刃非常鋒利，割東西非常方便

用起來讓人感覺非常舒心

it holds well, it feels well.

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

這是不是說它是十全十美呢

It's a delight to use.

它的確很美也很實用

And so it's got everything, right?

我還能跟你講幾個故事

It's beautiful and it's functional.

擴展一下主題

And I can tell you stories about it,

大家知道，我有一套關於情緒的理論

which makes it reflective,

這些就是理論的三大塊

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

Hiroshi Ishii 和他的同事在 MIT 媒體實驗室

And those are the three components.

他們弄來一張乒乓球桌，在上面放一台投影機

Hiroshi Ishii and his group at the MIT Media Lab

投影機在乒乓球桌上投射一個水面

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

上面有魚兒在游動

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

你在那兒打乒乓球，只要球一觸到桌面

with fish swimming in it.

就會有波紋彈出來，魚兒也隨之游到別的地方

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

而後球又跳到另外一個地方

the ripples spread out and the fish run away.

再次激起水波，看看那魚兒啊，也真可憐的

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

（笑聲）

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

這是不是玩乒乓球的好辦法？

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 設計”

Or look at Google.

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

你會得到十頁搜索結果

而 Google 則非常巧妙地展開自己的標誌,

you get 10 pages of results.

它不直接告訴你: "有 73,000 個搜索結果

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

這是頭 20 個。下一頁"

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

它只讓你看到有很多個 “O”，而每一個 O 都代表了一頁

This is one through 20. Next,"

非常簡單又非常細膩的一個設計

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

我想你們很多人都看過，但是沒有注意到

It's really simple and subtle.

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

這就是潛意識

潛意識注意到這東西，也隱約感到快樂

That's the subconscious mind

但是你不知是為什麼

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

真是妙不可言

and you didn't know why.

而最有趣的則是

And it's just clever.

你搜 “設計與情感” 的時候

And of course, what's especially good is,

我的網站是排在搜索結果的第一位的

if you type "design and emotion,"

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

（笑聲）

可是 Google 也會騙人

(Laughter)

Now, the weird thing is Google lies,

因為假如我搜 “設計與情感”

Google 就會說：你不需打 “與”，我們會加上去的

because if I type "design and emotion,"

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

好

那我就打 “設計 情感”

So, OK.

這時我的網站不再是排在結果的第一位了

So I type "design emotion"

而是落到了第三位

and my website wasn't first again.

好，換另一個故事

It was third.

Oh well, different story.

《紐約時報》有一次刊登了一則評論

There was this wonderful review in The New York Times

是關於迷你 Cooper 汽車的

about the MINI Cooper automobile.

上面寫到：這是一輛充滿缺陷的汽車

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

你可以放心買

Buy it anyway.

因為開這車感覺棒極了

It's so much fun to drive."

假如你看看車的內部

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

我當時很想看，就租了一輛

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

這是我兒子駕車時，我拍下的照片

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

車子內部的設計，帶給人的就是快感

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

圓圓的，非常細緻

It's round, it's neat.

非常好控制

The controls work wonderfully.

這就是我的新生活，是關於好玩的新生活

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

我真的認為，好玩的東西總是走在一起的

I really have the feeling that pleasant things work better,

但我一直都不能理解為什麼

and that never made any sense to me

直到... 好

until I finally figured out -- look ...

我要往地板上放一塊木板

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

設想一下，我有一塊 2 呎寬 30 呎長的木板

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驚慌

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

我可以往前、往後，可以跳上、跳下

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

沒有任何問題

No problem.

而假如我要把這木板放在 300 呎高的地方

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

我就不會走近它了

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

Intense fear paralyzes you.

強烈的畏懼使人麻木

It actually affects the way the brain works.

它會改變大腦工作的模式

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

Paul Saffo 剛才結束演講時說：他在演講開始前一直很緊張

until just a few days or hours before the talk,

直到最後幾天，甚至最後幾個小時才冷靜下來

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

但那種緊張而生的焦慮，卻可以幫他集中精神

That's what fear and anxiety does;

畏懼與焦慮的作用也是如此

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

也就是通常說的深度為先的處理原則

to focus, not be distracted.

它們能夠使人集中精神，而不分散注意力

And I couldn't force myself across that.

但我發現自己做不到

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

有些人可以做到，如馬戲團演員、鋼鐵工人

But it really changes the way you think.

這兩種情緒確實可以改變你想問題的方式

And then, a psychologist, Alice Isen,

一位叫 Alice Isen 的心理學家

did this wonderful experiment.

做了一個很有趣的實驗

She brought students in to solve problems.

她找到幾個學生

So, she'd bring people into the room,

把他們帶到房間

and there'd be a string hanging down here

房間的這裡有根繩子

and a string hanging down here.

那裡也有根繩子

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

那是一個空房間，只有一張桌子，桌上有些雜物

some papers and scissors and stuff.

一些紙、剪刀、和其他東西

And she'd bring them in,

她把學生帶到房間裡

and she'd say,

她說

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

這是一個 IQ 測試，測試你在實際生活中的應變能力

Would you tie those two strings together?"

你們能把這兩根繩子綁起來嗎

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

學生一手拿這頭的繩子，然後伸另一只手去勾另一根繩子

and they couldn't reach the other string.

他們勾不着

Still can't reach it.

實在是勾不着

And, basically, none of them could solve it.

結果沒有人能完成任務

You bring in a second group of people,

那位心理學家又叫來另一群學生

and you say, "Oh, before we start,

跟他們說：我們開始之前

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

我想告訴大家，這裡有一盒糖，可是我不吃糖

Would you like the box of candy?"

你們吃不吃？

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

學生很喜歡吃，吃得很開心

not very happy, but a little bit of happy.

也許不算很開心，但讓他們感覺心情好一點

And guess what -- they solved the problem.

而後他們就解決問題了

And it turns out that when you're anxious

當你處於焦慮狀態的時候

you squirt neural transmitters in the brain, which focuses you

大腦裡的神經交換會加速，這樣你更容易集中精力

makes you depth-first.

讓你沉浸在那個思考的氛圍裡

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

當你感到快樂的時候

you squirt dopamine into the prefrontal lobes,

就會把更多的多巴胺輸送到大腦前額

which makes you a breadth-first problem solver:

這時你就轉入寬度為先的思考

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

你更容易被外界干擾，並且你在進行框外思考

That's what brainstorming is about, right?

這不就是腦力激盪的本質嗎？

With brainstorming we make you happy, we play games,

每次腦力激盪，你都感覺快樂，你會玩遊戲

and we say, "No criticism,"

沒有人指責你的想法

and you get all these weird, neat ideas.

於是各種古怪的想法都出來了

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

但假如你一直都是這樣子，你什麼事情也做不了

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

因為你會工作到一半時說: “啊，我可以用新辦法來做呢!”

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

因此，要想做好工作，就需要有時限，對不對？

You've got be anxious.

你必須得有焦慮感

The brain works differently

不同時候，人的大腦的工作方式不一樣

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

當你高興的時候，你會變得更有創意

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

遇到問題，你就會想：我會找辦法解決它

No big deal.

沒什麼大不了的

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

一種是知覺層面的信息處理

看看生物，漫長演化的結果，我們喜歡鮮艷的顏色

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

哺乳動物和靈長類動物喜歡水果

That's especially good that mammals and primates like fruits

喜歡鮮艷的植物，你吃掉水果

and bright plants, because you eat the fruit

你也幫忙傳播了種子

and you thereby spread the seed.

人的大腦是被進化塑造的

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

我們不喜歡苦味，不喜歡噪音

We dislike bitter tastes, we dislike loud sounds,

不喜歡高熱或寒冷

we dislike hot temperatures, cold temperatures.

不喜歡責備的聲音，不喜歡皺眉的臉

We dislike scolding voices. We dislike frowning faces;

我們喜歡對稱的臉...

we like symmetrical faces, etc., etc.

這些都是本能層面的情感

在設計上，你可以通過不同方式表達這樣的情感

So that's the visceral level.

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

比如字體的選擇、顏色的選擇

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

看看這款 1963 年的獵豹汽車

那是很老的一款車，經常壞

Or the 1963 Jaguar:

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

但是車主喜歡

它很美，它就被收藏在紐約現代藝術博物館

but the owners love it.

這是一個水瓶

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

你買它是因為瓶子很別緻，而不是裡面的水

A water bottle:

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

人們喝完裡面的水，不會把瓶子扔掉

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

他們把瓶子留下來，當裝飾用途

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

或者再次裝上水，這表明不是水的魅力

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

這都是本能上的體驗

It's all about the visceral experience.

第二層是行為層面

The middle level of processing is the behavioral level

我們生活中絕大多數的東西都是這樣產生的

知覺認識是潛意識的，你根本不知道它發生了

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

行為是潛意識的，你感覺不到它

Visceral is subconscious, you're unaware of it.

Behavioral is subconscious, you're unaware of it.

我們所做的幾乎所有事都是潛意識的

在舞台上走，我並沒有費心去指揮我的腳

Almost everything we do is subconscious.

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

我說話大多數時候也是潛意識的

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

我之前做過很多準備，想了很多

我們做的大多數東西是潛意識的

it has been rehearsed and thought about a lot.

自動化的行為、因為熟練而做的事情

Most of what we do is subconscious.

Automatic behavior -- skilled behavior -- is subconscious,

這些都是由行為控制的

行為設計就是讓使用者感到一切在掌控之中

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 --

還有質感與重量

萬能小刀設計得那麼精緻

but also the feel and heft.

非常勻稱、鋒利

That's why the Global knives are so neat.

你感覺一切控制在自己的掌中

They're so nicely balanced, so sharp,

或者是開着一輛性能非常好的汽車

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

Or, just driving a high-performance sports car

越過一個大檻

over a demanding curb --

你會感覺一切盡在自己的掌控之中

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

或者是一種感官上的情緒

Or the sensual feeling.

這是一個科勒淋浴頭，一個瀑布效果的淋浴頭

This is a Kohler shower, a waterfall shower,

下面這些小孔也是一個個小小的噴頭

and actually, all those knobs beneath are also showerheads.

它還能往任意方向射水

It will squirt you all around

你就可以一連幾個小時站在那裡淋浴

and you can stay in that shower for hours --

並且不會浪費水

and not waste water, by the way,

它會讓污水循環利用

because it recirculates the same dirty water.

（笑聲）

(Laughter)

還有這個，這是非常精緻的一個茶壺

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

我在芝加哥四季酒店買到的

at high tea at The Four Seasons Hotel in Chicago.

它是一款羅納福特斜體茶壺

It's a Ronnefeldt tilting teapot.

表面看跟普通茶壺沒有區別

That's kind of what the teapot looks like

但是，要用的時候，你要將它躺放在桌面

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

然後把茶葉放進去

罐上水

and you put tea in,

水會把茶浸透

and then you fill it with water.

The water then seeps over the tea.

茶葉放在茶壺的右手邊

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

就是在這條線的右手邊

裡面有一條橫擋，茶就在這個地方

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

當茶已弄好或將要好時，你就把茶壺斜著放

and the water is filling it up like that.

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

這樣子茶就不會全部被覆蓋

And that means the tea is partially covered

而同時可以繼續溫

一旦茶好了，你就把茶壺放正

while it completes the brewing.

大家應該記得，茶是在這個位置的

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

而水只會跑到這個地方

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

and the water only comes to here --

並且把茶隔離出來

除此而外，茶壺本身也在進行一種交流

and so it keeps the tea out.

這也是情感的本義

On top of that, it communicates,

情感表現在行為上

which is what emotion does.

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

就是那種安全的感覺

認知的意義在於理解世界，而情感則試圖解釋這個世界

It's being safe in the world.

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

善良與邪惡，安全與危險

使我們有了判斷才去行動，肌肉的活動也與此相關

saying good, bad, safe, dangerous,

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

我們可以分辨出其他人的情感

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

因為我們看得到他們肌肉不經意的活動

而我們的面部表情特別擅長於傳情達意

because their muscles are acting, subconsciously,

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

這個茶壺也是有情感的

它會向服務員發出信號: “看，茶弄好了。你看我站起來了“

Well, this has emotions if you like,

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

這時服務員會過來問: “是不是需要多一點水”

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

這一點真的很巧妙，實在是一個不錯的設計

第三個層面的就是反思性的

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

And the third level is reflective,

就是指佛洛伊德所言的超我

which is, if you like the superego,

那是大腦的一部分，它無法控制你的行為

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

無法控制你的感官

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

也無法控制你的肌肉

它只會充當一個旁觀者

doesn't control the muscles.

它就是你大腦裡的那個小小的聲音

It looks over what's going on.

它看到什麼都說：“這東西不錯”，“這東西不好”

It's that little voice in your head

或者是 “為什麼你這麼做？我看不懂”

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

那就是意識之所在

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

這是一個反思性的產品

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

悍馬車的主人曾經說，“我一生擁有許多汽車”

Here's a great reflective product.

包括各種異國的轎車

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

但是，從來沒有一輛車使我如此傾注心思

all sorts of exotic cars,

這關乎他們的形象

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

而不是汽車本身

即使你要一個更積極的例子

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

這是一輛通用汽車公司的汽車

假如你現在決定買這輛車，唯一的解釋是你關心環保

選擇買，也是環保的一個努力

not about the car.

哪怕最初幾輛會是天價

If you want a more positive model --

this is the GM car.

並且沒有完整的保修

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

但這就是反思性設計的體現

And you'll buy it to protect the environment,

或者是一款昂貴的手表，你可以向朋友炫耀

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

他們會說，“哎唷，怎麼我不知道你有個手表呢”

and not perfected.

相反地

But that's reflective design as well.

這是一款純功能的電子表

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

它記錄時間也許比剛才那個還要準

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

但是它很醜

As opposed to this one,

這就是一款 Don Norman 手表

which is a pure behavioral watch,

當你用一種情感去制衡另一種情感的時候 就顯得更加有趣

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

比如害怕摔倒

But it's ugly.

你會得到暗示說: “這是安全的，你儘管放心”

This is a clear Don Norman watch.

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

假如遊樂園的設備都是生鏽的、殘破的，相信你不會去那裡玩

the visceral fear of falling

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

所以說，是兩相權衡的結果

還有更妙的東西

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

（笑聲）

So, it's pitting one against the other.

Jack Cress 是一位家具工匠

他製作出了這套讓人驚嘆不已的家具

The other neat thing ...

這是帶爪子的椅子

(Laughter)

它失去了一個球

正想趁別人不注意把球檢回來

So Jake Cress is this furniture maker,

and he makes this unbelievable set of furniture.

而最奇妙的一點就是，你居然相信這個解釋了

And this is his chair with claw,

這就是情感帶給人的快樂

and the poor little chair has lost its ball

這就是一個新的我

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

從現在開始，我只會說事物的好話

（笑聲）

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

（掌聲）

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)