Richard Seymour: How beauty feels

譯者: Ai-Ying (Erin) Chiang 審譯者: kane tan

When I was little --

在我小的時候 --

and by the way, I was little once --

對了，我也曾年輕過 --

my father told me a story

父親告訴我一個

about an 18th century watchmaker.

關於一位 18 世紀製錶匠的故事。

And what this guy had done:

他做了什麼呢？

he used to produce these fabulously beautiful watches.

他會製造美麗絕倫的手錶。

And one day, one of his customers came into his workshop

有天，他店裡來了個客人，

and asked him to clean the watch that he'd bought.

請他清理自己買的錶。

And the guy took it apart,

製錶匠拆開了錶，

and one of the things he pulled out was one of the balance wheels.

在取出的零件中有個平衡擺輪。

And as he did so, his customer noticed

就在他取出零件時，這名客人發現

that on the back side of the balance wheel was an engraving,

在平衡擺輪的背面有刻痕，

were words.

上面刻了字。

And he said to the guy,

於是他跟製錶匠說，

"Why have you put stuff on the back

「幹嘛把字刻在背面

that no one will ever see?"

又沒人會看見？ 」

And the watchmaker turned around and said,

製錶匠轉身回答，

"God can see it."

「上帝會看見。」

Now I'm not in the least bit religious,

其實我沒什麼宗教信仰，

neither was my father,

我父親也是，

but at that point, I noticed something happening here.

但在這一刻，我注意到似乎有些事情即將在這裡發生。

I felt something

我覺得有些東西

in this plexus of blood vessels and nerves,

在這裡的血管和神經叢中萌發，

and there must be some muscles in there as well somewhere, I guess.

當然，我想這裡面也有些肌肉吧。

But I felt something.

不過，我確實感覺到了什麼。

And it was a physiological response.

而那是種生理反應。

And from that point on, from my age at the time,

從那一刻開始，在我當時那個年紀的時候，

I began to think of things in a different way.

我開始用不同的方式思考事情。

And as I took on my career as a designer,

而當我選擇從事設計時，

I began to ask myself the simple question:

我開始問自己一個簡單的問題：

Do we actually think beauty,

美，是我們的想法？

or do we feel it?

還是真實的感受？

Now you probably know the answer to this already.

各位也許都已有了答案。

You probably think, well, I don't know which one you think it is,

你或許會說，我不知道你怎麼想，

but I think it's about feeling beauty.

但我認為美是感受到的。

And so I then moved on into my design career

就這樣，在我投身設計事業而且越做越深入的過程中，

and began to find some exciting things.

我開始發現一些令人興奮的東西。

One of the most early work was done in automotive design --

我最早的設計領域是汽車設計，

some very exciting work was done there.

也做了一些很令人興奮的作品。

And during a lot of this work,

在許多這類作品中，

we found something, or I found something,

我們發現了，或該說我發現了，

that really fascinated me, and maybe you can remember it.

一件令我十分著迷的事，也許大家還記得這件事。

Do you remember when lights used to just go on and off,

還記得當你關上車門時，會發出喀喀兩聲，

click click, when you closed the door in a car?

而車燈會突然亮一下然後熄滅？

And then somebody, I think it was BMW,

後來有人，我想是 BMW，

introduced a light that went out slowly.

引進一種會慢慢漸暗的燈。

Remember that?

想起來了嗎？

I remember it clearly.

我記憶猶新。

Do you remember the first time you were in a car and it did that?

還記得自己第一次在車裡看到燈光漸暗嗎？

I remember sitting there thinking, this is fantastic.

我記得當時坐在車上想，這太棒了！

In fact, I've never found anybody

事實上，我從沒遇過有人

that doesn't like the light that goes out slowly.

不喜歡這種漸暗的車燈設計。

I thought, well what the hell's that about?

我思考著，這是怎麼回事?

So I started to ask myself questions about it.

於是，我開始問自己和這相關的問題。

And the first was, I'd ask other people: "Do you like it?" "Yes."

首先，我會去問別人「你喜歡這樣的效果嗎？」「喜歡」

"Why?" And they'd say, "Oh, it feels so natural,"

「為什麼？」他們會說「喔，因為感覺非常自然」

or, "It's nice."

或者「因為很不錯」

I thought, well that's not good enough.

對我來說，這樣的答案還不夠好。

Can we cut down a little bit further,

可以再深入解釋嗎？

because, as a designer, I need the vocabulary, I need the keyboard,

因為身為一個設計師，我需要那個關鍵字和正確工具

of how this actually works.

來解釋其成因。

And so I did some experiments.

因此，我做了一些實驗。

And I suddenly realized

之後我突然發現

that there was something that did exactly that --

事實上，某種東西上就有這樣的效果 --

light to dark in six seconds --

在 6 秒內由亮漸暗 --

exactly that.

完全一模一樣。

Do you know what it is? Anyone?

大家知道是什麼嗎？有人知道嗎？

You see, using this bit, the thinky bit,

知道嗎? 要用這裡，這個思考的地方，

the slow bit of the brain -- using that.

要用大腦運轉比較慢的地方。

And this isn't a think, it's a feel.

但不是去思考，而是去感受。

And would you do me a favor?

能否請各位配合一下？

For the next 14 minutes or whatever it is,

在接下來的 14 分鐘或不論剩下多少時間，

will you feel stuff?

請大家試著去感覺。

I don't need you to think so much as I want you to feel it.

請盡量不要去思考，去感覺就好。

I felt a sense of relaxation

我覺得放鬆

tempered with anticipation.

夾雜著一絲期待。

And that thing that I found

而剛才我所說，我發現的那東西

was the cinema or the theater.

就是電影院或劇場。

It's actually just happened here --

其實那個效果剛剛在這裡出現過 --

light to dark in six seconds.

在 6 秒鐘內由亮漸暗。

And when that happens, are you sitting there going,

那時候，你坐在台下的感覺如何?

"No, the movie's about to start,"

是「噢不，電影就要開始了」

or are you going, "That's fantastic. I'm looking forward to it.

還是覺得「好棒喔！快點開始吧」

I get a sense of anticipation"?

「真令人期待」？

Now I'm not a neuroscientist.

當然我不是神經學家。

I don't know even if there is something called a conditioned reflex.

我甚至不確定是不是有種東西叫「制約反射」。

But it might be.

也許這現象算是制約反射吧。

Because the people I speak to in the northern hemisphere

因為在北半球我所接觸過的人裡，

that used to go in the cinema get this.

常去電影院的人會有這種感覺。

And some of the people I speak to

但我接觸的其他人，

that have never seen a movie or been to the theater

若從沒看過電影或去過劇院

don't get it in the same way.

就沒有這種感覺。

Everybody likes it,

所有人都喜歡這樣的效果，

but some like it more than others.

但有些人喜歡的程度比他人更甚。

So this leads me to think of this in a different way.

這就讓我用不同的觀點思考這個問題。

We're not feeling it. We're thinking beauty is in the limbic system --

我們並不是在感受，而是以大腦的邊緣系統在思考美 --

if that's not an outmoded idea.

這種想法還不算過時吧。

These are the bits, the pleasure centers,

前面說到的部分就是快感中心，

and maybe what I'm seeing and sensing and feeling

而也許我們的所見及所感

is bypassing my thinking.

凌駕了我們的思考。

The wiring from your sensory apparatus to those bits

從感覺器官到這些部份的連線

is shorter than the bits that have to pass through the thinky bit, the cortex.

比這些部分到思考區，也就是皮質的連線還短。

They arrive first.

所以前者傳出的訊號可以先到。

So how do we make that actually work?

那麼我們如何利用這種現象？

And how much of that reactive side of it

還有，反應的程度如何

is due to what we already know,

是取決於我們已知的

or what we're going to learn, about something?

還是即將得知的訊息？

This is one of the most beautiful things I know.

這是我所知最美的東西之一。

It's a plastic bag.

這是一個塑膠袋。

And when I looked at it first, I thought, no, there's no beauty in that.

剛看到它的時候，我不認為這有什麼美感可言。

Then I found out,

然後，我才發現，

post exposure,

在第一次接觸後，

that this plastic bag if I put it into a filthy puddle

發現要是把這個塑膠袋放進一漥髒水

or a stream filled with coliforms

或者細菌叢生

and all sorts of disgusting stuff,

還有各種噁心東西的流水中，

that that filthy water

這些髒水

will migrate through the wall of the bag by osmosis

便會透過滲透原理滲進袋中

and end up inside it as pure, potable drinking water.

最後變成純淨的飲用水。

And all of a sudden, this plastic bag

突然間，這個塑膠袋

was extremely beautiful to me.

在我眼中就變得好美。

Now I'm going to ask you again

現在，我要請各位再次

to switch on the emotional bit.

開啟你們感性的那個部分。

Would you mind taking the brain out,

大家暫時不要思考，

and I just want you to feel something.

我想讓各位感受一下。

Look at that. What are you feeling about it?

看看這個，你有什麼感覺呢？

Is it beautiful? Is it exciting?

覺得美嗎？很令人興奮嗎？

I'm watching your faces very carefully.

我在仔細觀察各位的表情。

There's some rather bored-looking gentlemen

有些男性聽眾的表情興味索然，

and some slightly engaged-looking ladies

另外還有一些女性觀眾露出有點投入的表情

who are picking up something off that.

她們感受到作品透露出的某些訊息。

Maybe there's an innocence to it.

也許是畫中的天真成分。

Now I'm going to tell you what it is. Are you ready?

現在我就要揭曉這件作品的主題，大家準備好了嗎？

This is the last act on this Earth

這是某人臨終前所做的最後一件事。

of a little girl called Heidi, five years old,

這個小女孩叫 Heidi，才五歲，

before she died of cancer to the spine.

就因為癌細胞擴散到脊髓而死亡。

It's the last thing she did,

這是她在世時所做的最後一件事，

the last physical act.

最後的一個動作。

Look at that picture.

看看這幅畫。

Look at the innocence. Look at the beauty in it.

看看其中透露出的天真，看看其中的美感。

Is it beautiful now?

現在各位覺得它美嗎？

Stop. Stop. How do you feel?

現在停一下，各位感受如何？

Where are you feeling this?

各位是用什麼在感受？

I'm feeling it here. I feel it here.

我用這裡在感受，就在這裡。

And I'm watching your faces,

而我同時也在注意各位的表情，

because your faces are telling me something.

因為各位的表情透露出訊息。

The lady over there is actually crying, by the way.

那邊甚至有位女士現在已經哭了。

But what are you doing?

但是你在做什麼呢？

I watch what people do.

我觀察人們的舉動。

I watch faces.

觀察他們的表情。

I watch reactions.

觀察反應。

Because I have to know how people react to things.

因為我必須了解人們對事物的反應。

And one of the most common faces

面對美的

on something faced with beauty,

最常見表情之一，

something stupefyingly delicious,

那種面對難以置信美妙之物的反應，

is what I call the OMG.

我稱之為「OMG」(天呀！)

And by the way, there's no pleasure in that face.

這並不是一種喜悅的表情。

It's not a "this is wonderful!"

也不是「太棒了！」那種喜出望外的樣子。

The eyebrows are doing this, the eyes are defocused,

眉毛變成這樣，眼神失焦，

and the mouth is hanging open.

而下巴都快掉下來了。

That's not the expression of joy.

這並不是愉悅的表情。

There's something else in that.

其中還參雜了更複雜的東西。

There's something weird happening.

出現了某種奇怪的現象。

So pleasure seems to be tempered

因此，這並不純然只是愉悅

by a whole series of different things coming in.

還參雜了許多我們吸收到的外來事物。

Poignancy is a word I love as a designer.

身為設計師，我很喜歡「沉痛」這個詞。

It means something triggering a big emotional response,

這意指事物引起的強烈情感反應，

often quite a sad emotional response,

通常是悲傷的情感反應，

but it's part of what we do.

但這只是各種反應的一部分。

It isn't just about nice.

它不僅很棒。

And this is the dilemma, this is the paradox, of beauty.

它也是美的矛盾衝突和兩難。

Sensorily, we're taking in all sorts of things --

我們透過感官接收一切 --

mixtures of things that are good, bad, exciting, frightening --

所有引發好、壞、興奮、恐懼等感受的事物交織在一起 --

to come up with that sensorial exposure,

最後成為我們的感官感受，

that sensation of what's going on.

成為我們對事物的感覺。

Pathos appears obviously

很明顯地，感傷成為了

as part of what you just saw in that little girl's drawing.

你剛才看見那小女孩畫作時的感覺之一。

And also triumph, this sense of transcendence,

另外還有突破現狀，一種恍然大悟的感覺，

this "I never knew that. Ah, this is something new."

就是「我之前都不知道。喔！這是新的知識。」的感覺

And that's packed in there as well.

也同時包含在其中。

And as we assemble these tools,

當我們將這些感情成份組合在一起時，

from a design point of view, I get terribly excited about it,

從設計的眼光看來，我感到無比興奮，

because these are things, as we've already said,

因為這些事物，如剛才所說，

they're arriving at the brain, it would seem,

在被我們察覺之前、被處理之前，

before cognition, before we can manipulate them --

似乎他們就已經抵達大腦，

electrochemical party tricks.

並萌發了電化學的效果。

Now what I'm also interested in is:

同時令我感興趣的還有：

Is it possible to separate

有沒有可能將

intrinsic and extrinsic beauty?

原本的美感和附加的美感給分開來？

By that, I mean intrinsically beautiful things,

我指的是本質上就美的事物，

just something that's exquisitely beautiful,

也就是顯露出純然極致美感的事物，

that's universally beautiful.

那種放諸四海皆準的美。

Very hard to find. Maybe you've got some examples of it.

這非常少見，但各位也許舉得出一些例子。

Very hard to find something that, to everybody,

很少有那種每個人

is a very beautiful thing,

都覺得極美的事物，

without a certain amount of information packed in there before.

在那種沒有事前獲得足夠情感訊息的狀況下。

So a lot of it tends to be extrinsic.

因此大多數事物的美是屬於外在附加的。

It's mediated by information before the comprehension.

這種美會受事前獲得的訊息

Or the information's added on at the back,

或事後補充的訊息影響，

like that little girl's drawing that I showed you.

就像剛剛給各位看的小女孩畫作。

Now when talking about beauty

在談美的時候

you can't get away from the fact

大家都知道

that a lot experiments have been done in this way

許多實驗的做法都是探究

with faces and what have you.

人們對臉孔的感受。

And one of the most tedious ones, I think,

而我覺得最無聊說法

was saying that beauty was about symmetry.

就是提出對稱就是美。

Well it obviously isn't.

事實顯然不是如此。

This is a more interesting one

這是個更有趣的實驗

where half faces were shown to some people,

只露出半張臉給受試者看，

and then to add them into a list

然後請他們依序排出

of most beautiful to least beautiful

最美到最不美的部分

and then exposing a full face.

最後再給受試者看整張臉。

And they found that it was almost exact coincidence.

結果恰好發現，

So it wasn't about symmetry.

美感跟對稱無關。

In fact, this lady has a particularly asymmetrical face,

事實上，這個女生的臉很明顯並不對稱，

of which both sides are beautiful.

但兩半邊都美。

But they're both different.

只是這兩半邊的臉完全不一樣。

And as a designer, I can't help meddling with this,

身為設計師，我忍不住一探究竟，

so I pulled it to bits and sort of did stuff like this,

因此我把圖片像這樣拆開，

and tried to understand what the individual elements were,

然後試著了解每個元素，

but feeling it as I go.

在這過程中探究感受。

Now I can feel a sensation of delight and beauty

看著眼睛

if I look at that eye.

我感受到快樂和美。

I'm not getting it off the eyebrow.

看眉毛則不然。

And the earhole isn't doing it to me at all.

我對耳洞也沒有感覺。

So I don't know how much this is helping me,

因此這對我沒什麼多大用處，

but it's helping to guide me to the places

但至少讓我得以了解

where the signals are coming off.

美的訊號來源。

And as I say, I'm not a neuroscientist,

如我所說，我不是個神經學家，

but to understand how I can start to assemble things

但要是了解箇中道理，我就能設計出

that will very quickly bypass

能快速凌駕

this thinking part

思考部份

and get me to the enjoyable precognitive elements.

引發不受認知干擾的元素，進而令人感到享受的東西。

Anais Nin and the Talmud have told us time and time again

Anais Nin 和 Talmud 告訴我們很多次，

that we see things not as they are, but as we are.

我們看見事物的樣子並非依據它的本質，而是我們自己。

So I'm going to shamelessly expose something to you,

在此我要大膽展示這個

which is beautiful to me.

我覺得很美的東西給大家看。

And this is the F1 MV Agusta.

就是這輛 F1 MV Agusta。

Ahhhh.

啊～

It is really -- I mean, I can't express to you

這真是難以用言語形容

how exquisite this object is.

它有多麼精緻。

But I also know why it's exquisite to me,

但我知道為什麼自己覺得它很美，

because it's a palimpsest of things.

因為它集許多事物之大成。

It's masses and masses of layers.

它包含了許多層次結構。

This is just the bit that protrudes into our physical dimension.

不僅是物質的層面。

It's something much bigger.

它還包含了很多其他東西。

Layer after layer of legend, sport, details that resonate.

豐富的經典傳奇、運動精神和細節設計相互共鳴。

I mean, if I just go through some of them now --

我是指，舉個例子來說 --

I know about laminar flow when it comes to air-piercing objects,

當物體穿過氣體時會發生層流現象，

and that does it consummately well, you can see it can.

而它將其發揮的淋漓盡致，大家有目共睹。

So that's getting me excited.

這讓我的興奮感

And I feel that here.

自此油然而生。

This bit, the big secret of automotive design --

而這裡是汽機車設計上很重要的秘密 --

reflection management.

光線反射的處理。

It's not about the shapes,

關鍵不是外型好看與否，

it's how the shapes reflect light.

而是外型會如何去反射光線。

Now that thing, light flickers across it as you move,

當你移動時，光線會在車身上閃耀著，

so it becomes a kinetic object,

它就變成了極富動態變化的物體，

even though it's standing still --

即便是在靜止狀態 --

managed by how brilliantly that's done on the reflection.

也能透過巧妙設計反射達成這種效果。

This little relief on the footplate, by the way, to a rider

在腳踏板上凸出的部份，這對騎士來說

means there's something going on underneath it --

代表下面藏著好東西 --

in this case, a drive chain running at 300 miles and hour probably,

在這裡，驅動鍊接受了引擎的動力，

taking the power from the engine.

能讓機車達到每小時約 300 英哩的速度。

I'm getting terribly excited

當我看到和想到這些東西時，

as my mind and my eyes flick across these things.

我就會變得特別興奮。

Titanium lacquer on this.

這上面有鈦金屬固定繩。

I can't tell you how wonderful this is.

我無法用言語形容它有多完美。

That's how you stop the nuts coming off at high speed on the wheel.

它可以防止螺帽在高速運轉時從輪胎上脫落。

I'm really getting into this now.

看我越說越欲罷不能了。

And of course, a racing bike doesn't have a prop stand,

當然，賽車不會裝設腳架，

but this one, because it's a road bike,

但這因為是公路用車，

it all goes away and it folds into this little gap.

所以有隱藏式腳架，就藏在這個小細縫中。

So it disappears.

外表看不出來。

And then I can't tell you how hard it is to do that radiator, which is curved.

此外，要做出彎曲的散熱器，難度更是難用言語形容。

Why would you do that?

為什麼要這麼設計？

Because I know we need to bring the wheel farther into the aerodynamics.

因為我知道必須讓輪子前凸一點才能造就最佳的氣體力學效果。

So it's more expensive, but it's wonderful.

這會讓造價更昂貴，但這設計很棒。

And to cap it all,

最後一項，

brand royalty --

品牌尊榮 --

Agusta, Count Agusta,

Agusta，Count Agusta

from the great histories of this stuff.

本身就是擁有偉大歷史的傳奇。

The bit that you can't see is the genius that created this.

而大家看不見的部分則是設計出這款車的天才。

Massimo Tamburini.

Massimo Temburini

They call him "The Plumber" in Italy,

在義大利，人們叫他「水電工」，

as well as "Maestro,"

也叫他「大師」，

because he actually is engineer

事實上他是一位工程師，

and craftsman and sculptor at the same time.

但同時也是技藝高超的藝師和雕塑家。

There's so little compromise on this, you can't see it.

這是處處皆臻極致的作品，看不見缺點。

But unfortunately, the likes of me and people that are like me

遺憾的是，與我同類和像我一樣的凡人

have to deal with compromise all the time with beauty.

常常需要在美感上妥協。

We have to deal with it.

我們必須要接受妥協。

So I have to work with a supply chain, and I've got to work with the technologies,

我總是得遷就供應商還有科技，

and I've got to work with everything else all the time,

甚至還要在同一時間遷就其他許多東西，

and so compromises start to fit into it.

在這樣的狀況下就需善用妥協。

And so look at her.

現在我們再來看看她。

I've had to make a bit of a compromise there.

我已經在這裡做了一些妥協。

I've had to move that part across, but only a millimeter.

把那個部份拉近了 1 公釐。

No one's noticed, have they yet?

沒人會注意到，是吧？

Did you see what I did?

大家看得出來我做了什麼嗎？

I moved three things by a millimeter.

我把 3 個部分移動了 1 公釐。

Pretty? Yes.

漂亮嗎？漂亮。

Beautiful? Maybe lesser.

美嗎？可能沒那麼美了。

But then, of course, the consumer says that doesn't really matter.

但當然只要消費者覺得沒關係

So that's okay, isn't it?

就可以，不是嗎？

Another millimeter?

再移 1 公釐呢？

No one's going to notice those split lines and changes.

沒人會注意到不連續的輪廓還有所作的改變。

It's that easy to lose beauty,

美，很容易就這樣不見了，

because beauty's incredibly difficult to do.

因為美是個很難成就的效果。

And only a few people can do it.

能做到的人極少。

And a focus group cannot do it.

焦點小組無法做到。

And a team rarely can do it.

就連一個團隊也很難做到。

It takes a central cortex, if you like,

美需要大腦的中央皮質部位

to be able to orchestrate all those elements at the same time.

同時協調觸發所有元素。

This is a beautiful water bottle --

這個水瓶很美 --

some of you know of it --

有些人知道這個作品 --

done by Ross Lovegrove, the designer.

設計師是 Ross Lovegrove。

This is pretty close to intrinsic beauty. This one,

這幾乎是個本質美感之作。

as long as you know what water is like

只要看過水

then you can experience this.

就能體會這種美感。

It's lovely because it is an embodiment

其美感在於作品中蘊藏的

of something refreshing and delicious.

清新甘甜之物。

I might like it more than you like it,

也許我比各位更喜歡這個作品，

because I know how bloody hard it is to do it.

因為我知道完成這樣的東西有多困難。

It's stupefyingly difficult

想要做出能夠呈現這樣光反射效果的作品

to make something that refracts light like that,

那是不可思議的困難，

that comes out of the tool correctly,

你必須要有正確的工具，

that goes down the line without falling over.

要能做出那些線條又不至於翻倒。

Underneath this, like the story of the swan,

這個作品的製作簡直就像童話故事，

is a million things very difficult to do.

有超多困難需要克服。

So all hail to that.

最後才能造就出這樣的成品。

It's a fantastic example, a simple object.

這是很好的例子，呈現出簡單物品之美。

And the one I showed you before was, of course, a massively complex one.

而先前讓各位看的摩托車，那是極度複雜的例子。

And they're working in beauty

因為複雜度的不同，

in slightly different ways because of it.

他們表現出來的美也有些微的不同。

You all, I guess, like me,

我想大家都跟我一樣，

enjoy watching a ballet dancer dance.

喜歡看芭雷舞者跳舞。

And part of the joy of it is, you know the difficulty.

而我們喜歡的部分原因，是因為知道那很難做到。

You also may be taking into account the fact that it's incredibly painful.

各位可能還會想到這樣跳舞其實是很痛苦的。

Anybody seen a ballet dancer's toes

有人看過芭雷舞者的腳趾

when they come out of the points?

脫下硬鞋後的模樣嗎？

While she's doing these graceful arabesques and plies and what have you,

在舞者優雅地旋轉跳耀時，

something horrible's going on down here.

她們的腳卻是很痛苦的。

The comprehension of it

而對於這點的了解

leads us to a greater and heightened sense

讓我們以更強更敏銳的感覺

of the beauty of what's actually going on.

感受眼前事物之美。

Now I'm using microseconds wrongly here,

這張微秒的投影片弄錯了，

so please ignore me.

請各位見諒跳過。

But what I have to do now, feeling again,

我現在要做的，就是回到感受，

what I've got to do is to be able to supply enough of these enzymes,

我需要提供足夠的這種酵素

of these triggers into something early on in the process,

來觸發這美的感受，而且越快越好，

that you pick it up,

馬上吸引你的目光，

not through your thinking, but through your feeling.

你想都不用想，純然因為感受而被吸引。

So we're going to have a little experiment.

所以我們現在來做個實驗。

Right, are you ready? I'm going to show you something for a very, very brief moment.

準備好了嗎？我要用極短的時間讓大家看一個東西。

Are you ready? Okay.

準備好了嗎？

Did you think that was a bicycle when I showed it to you at the first flash?

當你第一眼看到圖片的時候，大家覺得這是一輛腳踏車嗎？

It's not.

其實不是。

Tell me something, did you think it was quick when you first saw it? Yes you did.

告訴我，大家覺得它速度快嗎？我想是的。

Did you think it was modern? Yes you did.

覺得設計前衛嗎？我想是的。

That blip, that information, shot into you before that.

這些資訊是各位最先聯想到的。

And because your brain starter motor began there,

而且因為各位的大腦有了這些印象，

now it's got to deal with it.

現在就要開始進行處理。

And the great thing is, this motorcycle has been styled this way

有趣的是，這輛機車故意設計成這樣。

specifically to engender a sense

目的在於讓觀者覺得

that it's green technology and it's good for you

這是環保科技，對自身有益，

and it's light and it's all part of the future.

而且重量輕，更兼具未來感。

So is that wrong?

這麼做有錯嗎？

Well in this case it isn't,

在這裡是對的，

because it's a very, very ecologically-sound piece of technology.

因為這真的是十分環保的技術。

But you're a slave of that first flash.

但我們也確實是被第一印象制約了。

We are slaves to the first few fractions of a second --

物品閃過的頭幾秒就影響了我們 --

and that's where much of my work

這就是我大多數作品的

has to win or lose,

成敗之處，

on a shelf in a shop.

在商店貨架上。

It wins or loses at that point.

這就是輸贏的決戰點。

You may see 50, 100, 200 things on a shelf

你可能看見架上擺著 50、100、200 件商品

as you walk down it,

在逛商場的時候，

but I have to work within that domain,

但我必須精心設計，

to ensure that it gets you there first.

以確保我所做的商品能夠率先吸引你的目光。

And finally, the layer that I love, of knowledge.

最後就要說到我喜歡的知識層面。

Some of you, I'm sure, will be familiar with this.

我想有些人可能對這個有印象。

What's incredible about this,

奇妙的是，

and the way I love to come back to it,

它會吸引我一看再看的原因是，

is this is taking something that you hate or bores you,

這是一件令你討厭或無趣的事情，

folding clothes,

摺衣服，

and if you can actually do this --

一旦你學會的話 --

who can actually do this? Anybody try to do this?

有誰會這麼做？有人試過嗎？

Yeah?

有嗎？

It's fantastic, isn't it?

很神奇，對吧？

Look at that. Do you want to see it again?

看看那個動作。大家要再看一次嗎?

No time. It says I have two minutes left, so we can't do this.

沒時間了，計時器說我只剩兩分鐘，所以不能重播。

But just go to the Web, YouTube,

但大家可以上 YouTube 這個網站，

pull it down, "folding T-shirt."

搜尋「摺衣服」。

That's how underpaid younger-aged people have to fold your T-shirt.

那些薪水微薄的年輕人就是這樣折你衣服的。

You didn't maybe know it.

你可能從不知道。

But how do you feel about it?

但大家現在覺得如何？

It feels fantastic when you do it, you look forward to doing it,

當你自己動手就會覺得很神奇，而且會想去做，

and when you tell somebody else about it -- like you probably have --

而當你教別人這麼做時 -- 我想各位大概已經這麼做了 --

you look really smart.

大家會覺得你真聰明。

The knowledge bubble that sits around the outside,

外面的世界到處都藏著智慧，

the stuff that costs nothing,

這是不花一毛錢的東西，

because that knowledge is free --

因為知識是免費的 --

bundle that together and where do we come out?

匯整之後我們又能得到什麼呢？

Form follows function?

依據功能決定外型?

Only sometimes. Only sometimes.

有時也許是這樣。

Form is function. Form is function.

外型就代表著功能。

It informs, it tells us,

外型透露出訊息，

it supplies us answers before we've even thought about it.

它在我們思考之前就先給了我們答案。

And so I've stopped using words like "form,"

因此我不再使用「外型」這類字眼，

and I've stopped using words like "function" as a designer.

身為設計師的我也不再使用「功能」這類詞彙。

What I try to pursue now

現在我追求的是

is the emotional functionality of things.

事物的情感功能。

Because if I can get that right,

因為要是在這件事情上做對了，

I can make them wonderful, and I can make them repeatedly wonderful.

就能做出美妙，而且能夠延續這種感受的作品。

And you know what those products and services are,

而各位對這種產品和服務並不陌生，

because you own some of them.

因為大家都有一些此類產品。

They're the things that you'd snatch if the house was on fire.

這些東西是各位就算房子失火了也要帶出來的東西。

Forming the emotional bond

有情感上的連結

between this thing and you

存在於物和人之間

is an electrochemical party trick

還有在各位還沒來得及思考之前

that happens before you even think about it.

就萌生迸發電化學的效果。

Thank you very much.

謝謝各位。

(Applause)

(掌聲)