(Laughter)

現在的我關心的是美

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

（笑聲）

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

人們過去會說：諾曼的出發點是好的

but it would be ugly."

但假如你按照他說的去做，你可以做出管用的東西

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

但一定是很醜的

This is neat.

但我事實上並無那個意思，看

Thank you for setting up my display.

這東西挺精緻的

I mean, it's just wonderful.

感謝主持人把它擺在這兒，供我作道具用

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

我想說 這東西太美了

but I want it.

我完全想不出它是拿來幹嘛的，它的實際用途有哪些

And that's my new life.

但是我就是想要它

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

這就是我的新人生

and "pretty," and "emotions."

我的新人生就是在探索何為美

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

何為可愛，以及與此相關的情感

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

我的新生活核心就是製造漂亮、好玩的東西

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

這個是菲利普·斯塔克果汁機，由 Alessi 製作

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

它實在是太好玩了，我家裡就有一台

(Laughter)

但我把它擺在過道上，而不是用來做果汁

In fact, I bought the gold-plated special edition

（笑聲）

and it comes with a little slip of paper

說實話，我買的是外表鍍金的那一款

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

一打開包裝，我看到一張紙條

The acid will ruin the gold plating.

上面寫着：不要用這機器來做果汁

(Laughter)

因為酸會腐蝕外表的金子

So actually, I took a carton of orange juice

（笑聲）

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

所以，我把一盒果汁

(Laughter)

倒在玻璃杯裡，而後才拍出這張照片

Beneath it is a wonderful knife.

（笑聲）

It's a Global cutting knife made in Japan.

大家留心看，會發現底下那裡有一把刀

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

那是一把日本生產的萬能小刀

Second of all, it's really beautifully balanced:

先看看它的形狀，那是多麼美

it holds well, it feels well.

其次，這把刀設計得相當勻稱

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

拿在手上感覺棒極了

It's a delight to use.

再有，它的刀刃非常鋒利，割東西非常方便

And so it's got everything, right?

用起來讓人感覺非常舒心

It's beautiful and it's functional.

這是不是說它是十全十美呢

And I can tell you stories about it,

它的確很美也很實用

which makes it reflective,

我還能跟你講幾個故事

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

擴展一下主題

And those are the three components.

大家知道，我有一套關於情緒的理論

Hiroshi Ishii and his group at the MIT Media Lab

這些就是理論的三大塊

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

Hiroshi Ishii 和他的同事在 MIT 媒體實驗室

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

他們弄來一張乒乓球桌，在上面放一台投影機

with fish swimming in it.

投影機在乒乓球桌上投射一個水面

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

上面有魚兒在游動

the ripples spread out and the fish run away.

你在那兒打乒乓球，只要球一觸到桌面

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

就會有波紋彈出來，魚兒也隨之游到別的地方

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

而後球又跳到另外一個地方

(Laughter)

再次激起水波，看看那魚兒啊，也真可憐的

Is that a good way to play ping-pong?

（笑聲）

No. But is it fun?

這是不是玩乒乓球的好辦法？

Yeah! Yeah.

不是。但好不好玩？

Or look at Google.

肯定好玩！

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

再看看 Google

you get 10 pages of results.

假如你搜 “情感 設計”

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

你會得到十頁搜索結果

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

而 Google 則非常巧妙地展開自己的標誌,

This is one through 20. Next,"

它不直接告訴你: "有 73,000 個搜索結果

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

這是頭 20 個。下一頁"

It's really simple and subtle.

它只讓你看到有很多個 “O”，而每一個 O 都代表了一頁

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

非常簡單又非常細膩的一個設計

That's the subconscious mind

我想你們很多人都看過，但是沒有注意到

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

這就是潛意識

and you didn't know why.

潛意識注意到這東西，也隱約感到快樂

And it's just clever.

但是你不知是為什麼

And of course, what's especially good is,

真是妙不可言

if you type "design and emotion,"

而最有趣的則是

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

你搜 “設計與情感” 的時候

(Laughter)

我的網站是排在搜索結果的第一位的

Now, the weird thing is Google lies,

（笑聲）

because if I type "design and emotion,"

可是 Google 也會騙人

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

因為假如我搜 “設計與情感”

So, OK.

Google 就會說：你不需打 “與”，我們會加上去的

So I type "design emotion"

好

and my website wasn't first again.

那我就打 “設計 情感”

It was third.

這時我的網站不再是排在結果的第一位了

Oh well, different story.

而是落到了第三位

There was this wonderful review in The New York Times

好，換另一個故事

about the MINI Cooper automobile.

《紐約時報》有一次刊登了一則評論

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

是關於迷你 Cooper 汽車的

Buy it anyway.

上面寫到：這是一輛充滿缺陷的汽車

It's so much fun to drive."

你可以放心買

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

因為開這車感覺棒極了

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

假如你看看車的內部

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

我當時很想看，就租了一輛

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

這是我兒子駕車時，我拍下的照片

It's round, it's neat.

車子內部的設計，帶給人的就是快感

The controls work wonderfully.

圓圓的，非常細緻

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

非常好控制

I really have the feeling that pleasant things work better,

這就是我的新生活，是關於好玩的新生活

and that never made any sense to me

我真的認為，好玩的東西總是走在一起的

until I finally figured out -- look ...

但我一直都不能理解為什麼

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

直到... 好

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

我要往地板上放一塊木板

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

設想一下，我有一塊 2 呎寬 30 呎長的木板

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

我可以在木板上踱步而不需驚慌

No problem.

我可以往前、往後，可以跳上、跳下

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

沒有任何問題

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

而假如我要把這木板放在 300 呎高的地方

Intense fear paralyzes you.

我就不會走近它了

It actually affects the way the brain works.

強烈的畏懼使人麻木

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

它會改變大腦工作的模式

until just a few days or hours before the talk,

Paul Saffo 剛才結束演講時說：他在演講開始前一直很緊張

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

直到最後幾天，甚至最後幾個小時才冷靜下來

That's what fear and anxiety does;

但那種緊張而生的焦慮，卻可以幫他集中精神

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

畏懼與焦慮的作用也是如此

to focus, not be distracted.

也就是通常說的深度為先的處理原則

And I couldn't force myself across that.

它們能夠使人集中精神，而不分散注意力

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

但我發現自己做不到

But it really changes the way you think.

有些人可以做到，如馬戲團演員、鋼鐵工人

And then, a psychologist, Alice Isen,

這兩種情緒確實可以改變你想問題的方式

did this wonderful experiment.

一位叫 Alice Isen 的心理學家

She brought students in to solve problems.

做了一個很有趣的實驗

So, she'd bring people into the room,

她找到幾個學生

and there'd be a string hanging down here

把他們帶到房間

and a string hanging down here.

房間的這裡有根繩子

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

那裡也有根繩子

some papers and scissors and stuff.

那是一個空房間，只有一張桌子，桌上有些雜物

And she'd bring them in,

一些紙、剪刀、和其他東西

and she'd say,

她把學生帶到房間裡

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

她說

Would you tie those two strings together?"

這是一個 IQ 測試，測試你在實際生活中的應變能力

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

你們能把這兩根繩子綁起來嗎

and they couldn't reach the other string.

學生一手拿這頭的繩子，然後伸另一只手去勾另一根繩子

Still can't reach it.

他們勾不着

And, basically, none of them could solve it.

實在是勾不着

You bring in a second group of people,

結果沒有人能完成任務

and you say, "Oh, before we start,

那位心理學家又叫來另一群學生

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

跟他們說：我們開始之前

Would you like the box of candy?"

我想告訴大家，這裡有一盒糖，可是我不吃糖

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

你們吃不吃？

not very happy, but a little bit of happy.

學生很喜歡吃，吃得很開心

And guess what -- they solved the problem.

也許不算很開心，但讓他們感覺心情好一點

And it turns out that when you're anxious

而後他們就解決問題了

you squirt neural transmitters in the brain, which focuses you

當你處於焦慮狀態的時候

makes you depth-first.

大腦裡的神經交換會加速，這樣你更容易集中精力

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

讓你沉浸在那個思考的氛圍裡

you squirt dopamine into the prefrontal lobes,

當你感到快樂的時候

which makes you a breadth-first problem solver:

就會把更多的多巴胺輸送到大腦前額

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

這時你就轉入寬度為先的思考

That's what brainstorming is about, right?

你更容易被外界干擾，並且你在進行框外思考

With brainstorming we make you happy, we play games,

這不就是腦力激盪的本質嗎？

and we say, "No criticism,"

每次腦力激盪，你都感覺快樂，你會玩遊戲

and you get all these weird, neat ideas.

沒有人指責你的想法

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

於是各種古怪的想法都出來了

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

但假如你一直都是這樣子，你什麼事情也做不了

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

因為你會工作到一半時說: “啊，我可以用新辦法來做呢!”

You've got be anxious.

因此，要想做好工作，就需要有時限，對不對？

The brain works differently

你必須得有焦慮感

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

不同時候，人的大腦的工作方式不一樣

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

當你高興的時候，你會變得更有創意

No big deal.

遇到問題，你就會想：我會找辦法解決它

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

沒什麼大不了的

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

一種是知覺層面的信息處理

That's especially good that mammals and primates like fruits

看看生物，漫長演化的結果，我們喜歡鮮艷的顏色

and bright plants, because you eat the fruit

哺乳動物和靈長類動物喜歡水果

and you thereby spread the seed.

喜歡鮮艷的植物，你吃掉水果

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

你也幫忙傳播了種子

We dislike bitter tastes, we dislike loud sounds,

人的大腦是被進化塑造的

we dislike hot temperatures, cold temperatures.

我們不喜歡苦味，不喜歡噪音

We dislike scolding voices. We dislike frowning faces;

不喜歡高熱或寒冷

we like symmetrical faces, etc., etc.

不喜歡責備的聲音，不喜歡皺眉的臉

So that's the visceral level.

我們喜歡對稱的臉...

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

這些都是本能層面的情感

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

在設計上，你可以通過不同方式表達這樣的情感

Or the 1963 Jaguar:

比如字體的選擇、顏色的選擇

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

看看這款 1963 年的獵豹汽車

but the owners love it.

那是很老的一款車，經常壞

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

但是車主喜歡

A water bottle:

它很美，它就被收藏在紐約現代藝術博物館

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

這是一個水瓶

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

你買它是因為瓶子很別緻，而不是裡面的水

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

人們喝完裡面的水，不會把瓶子扔掉

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

他們把瓶子留下來，當裝飾用途

It's all about the visceral experience.

或者再次裝上水，這表明不是水的魅力

The middle level of processing is the behavioral level

這都是本能上的體驗

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

第二層是行為層面

Visceral is subconscious, you're unaware of it.

我們生活中絕大多數的東西都是這樣產生的

Behavioral is subconscious, you're unaware of it.

知覺認識是潛意識的，你根本不知道它發生了

Almost everything we do is subconscious.

行為是潛意識的，你感覺不到它

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

我們所做的幾乎所有事都是潛意識的

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

在舞台上走，我並沒有費心去指揮我的腳

it has been rehearsed and thought about a lot.

我說話大多數時候也是潛意識的

Most of what we do is subconscious.

我之前做過很多準備，想了很多

Automatic behavior -- skilled behavior -- is subconscious,

我們做的大多數東西是潛意識的

controlled by the behavioral side.

自動化的行為、因為熟練而做的事情

And behavioral design is all about feeling in control,

這些都是由行為控制的

which includes usability, understanding --

行為設計就是讓使用者感到一切在掌控之中

but also the feel and heft.

包括可用性、理解

That's why the Global knives are so neat.

還有質感與重量

They're so nicely balanced, so sharp,

萬能小刀設計得那麼精緻

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

非常勻稱、鋒利

Or, just driving a high-performance sports car

你感覺一切控制在自己的掌中

over a demanding curb --

或者是開着一輛性能非常好的汽車

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

越過一個大檻

Or the sensual feeling.

你會感覺一切盡在自己的掌控之中

This is a Kohler shower, a waterfall shower,

或者是一種感官上的情緒

and actually, all those knobs beneath are also showerheads.

這是一個科勒淋浴頭，一個瀑布效果的淋浴頭

It will squirt you all around

下面這些小孔也是一個個小小的噴頭

and you can stay in that shower for hours --

它還能往任意方向射水

and not waste water, by the way,

你就可以一連幾個小時站在那裡淋浴

because it recirculates the same dirty water.

並且不會浪費水

(Laughter)

它會讓污水循環利用

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

（笑聲）

at high tea at The Four Seasons Hotel in Chicago.

還有這個，這是非常精緻的一個茶壺

It's a Ronnefeldt tilting teapot.

我在芝加哥四季酒店買到的

That's kind of what the teapot looks like

它是一款羅納福特斜體茶壺

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

表面看跟普通茶壺沒有區別

and you put tea in,

但是，要用的時候，你要將它躺放在桌面

and then you fill it with water.

然後把茶葉放進去

The water then seeps over the tea.

罐上水

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

水會把茶浸透

the tea is to the right of this line.

茶葉放在茶壺的右手邊

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

就是在這條線的右手邊

and the water is filling it up like that.

裡面有一條橫擋，茶就在這個地方

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

水慢慢的浸透茶身

And that means the tea is partially covered

當茶已弄好或將要好時，你就把茶壺斜著放

while it completes the brewing.

這樣子茶就不會全部被覆蓋

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

而同時可以繼續溫

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

一旦茶好了，你就把茶壺放正

and the water only comes to here --

大家應該記得，茶是在這個位置的

and so it keeps the tea out.

而水只會跑到這個地方

On top of that, it communicates,

並且把茶隔離出來

which is what emotion does.

除此而外，茶壺本身也在進行一種交流

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

這也是情感的本義

It's being safe in the world.

情感表現在行為上

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

就是那種安全的感覺

saying good, bad, safe, dangerous,

認知的意義在於理解世界，而情感則試圖解釋這個世界

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

善良與邪惡，安全與危險

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

使我們有了判斷才去行動，肌肉的活動也與此相關

because their muscles are acting, subconsciously,

我們可以分辨出其他人的情感

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