學(xué)設(shè)計(jì)的如何更有創(chuàng)意

1、How to be more creative - China p resentation如何更有創(chuàng)意 我在中國做的演講 （張蕓翻譯）What is creativity?Creativity is solving a problemFor instance: money. People used to carry around heavy ingots of precious metal. This was very inefficient as it washeavy. If you were rich it was hell.So those clever Chinese people

2、invented paper money which was far lighter and you could stuff your money in yourunderwear without much discomfort.什么是創(chuàng)意？創(chuàng)意即解決問題打個(gè)比方：說到錢。以前人們拿貴重金屬的鑄塊當(dāng)作錢，又重又不方便。如果你要是很有錢那就慘了。所以聰明的中國人民發(fā)明了紙幣，這減輕了不少背錢的負(fù)擔(dān)，你就算把一疊錢藏在內(nèi)衣里都不會(huì)有多難受。Creativity is making something that has never been seen before.The wheel seems s

3、o simple once you ve seen it but to think of the wheel for the first time is pure creative genius.Copying something that already exists is not creating. Doing something new that another person has not thought of iscreativity. Here Gaudi, created many buildings that even 100 years later seem shocking

4、ly new. 創(chuàng)意是創(chuàng)造出以前從來沒有的東西現(xiàn)在看來車輪是個(gè)多么簡(jiǎn)單的點(diǎn)子， 但第一個(gè)發(fā)明車輪的人則是充滿了創(chuàng)意才華的天才。 抄襲已有的東西不算什么創(chuàng)意。搞出點(diǎn)新花樣，誰都沒有想到過的花樣，才叫創(chuàng)意。西班牙的建筑家高迪，創(chuàng)造的那些建筑，在100 年后看來，還具有震懾心魄的新意。It s making something that is beautifulThe ability to create something that moves people, that takes people s breath away must be the most sublime act of all.Ar

5、tists, musicians, architects and choreographs are all driven to achieve this goal. 創(chuàng)意還是創(chuàng)造美創(chuàng)意是一種感動(dòng)人的能力。能把人呼吸都帶走的東西一定是最高尚純粹打動(dòng)人心的東西。藝術(shù)家，音樂家，建筑家，舞蹈家都是這樣一群為這個(gè)動(dòng)力激發(fā)而工作的人。In advertising its about touching someones emotionsob to make people feel s our jPeople don t think about the product they buy, they feel

6、 about the product they buy. Itabout our client s products.在廣告這行創(chuàng)意意味著觸動(dòng)人的情感 人們的消費(fèi)行為是感性消費(fèi)，而不是理性。買東西的時(shí)候一個(gè)人不去思考這個(gè)東西，他是憑感覺判斷的。我們的工作就 是讓人們對(duì)我們客戶的產(chǎn)品產(chǎn)生 “感覺 ”。In advertising its about manipulating someones mindWe create desire in people, we instill hope, we play on their shame, their fears, their greed, thei

7、r dreams. And we use creativity to do this.在廣告這行，創(chuàng)意有關(guān)操縱人的思想我們制造欲望，我們傳播希望，我們提醒著他們的羞恥，恐懼，貪婪，夢(mèng)想。我們傳達(dá)這一切信息的方式，都是創(chuàng)意。Creativity is the toolThere are levels of creativity -like all things in life you get the good, the bad and the very ugly. The creative pr ocess is no different. For every great movie writt

8、en and produced, there are 10 mediocre ones and twenty crap one. We all want to be brilliant.創(chuàng)意是工具創(chuàng)意分好幾個(gè)檔次 就像生活中的任何事，有好有壞，有極其糟糕的。創(chuàng)意過程是一樣的道理。每產(chǎn)生一部?jī)?yōu)秀的電 影，就有 10 部一般般的作品。我們都想成為優(yōu)秀的那一類。Ok, so how do you do it?1. Understand people -Every creative person should study psychology or at least read about those

9、who understoodhuman beings: Freud, Jung, Shakespeare. Its only when you get in touch with how a human wyourkcsatnhatat lk toa human. If you understand human beings, you can manipulate their attitudes. After all, our job is to make consumerschoose our clients product over the competition.2. By discar

10、ding your prejudices -Prejudices hold you back. They keep you in a world of stereotypes formed in thepast, and they are generally wrong. South Africa, for instance: when you ask people in the rest of the world to describeSouth Africa, this is what they describe. Animals in the street, Nelson Mandela

11、, starving children, civil war and childsoldiers. While Nelson Mandela and animals do make up a large part of our country and culture, we also are asophisticated country that supplies China with steel, diamonds and so on. Prejudices keep you trapped in the past. Letthem go. Face life with an open mi

12、nd.那么怎樣能更有創(chuàng)意呢？1 去了解別人 每一個(gè)做創(chuàng)意的人都應(yīng)該去學(xué)習(xí)心理學(xué)，或者至少，讀點(diǎn)可以增進(jìn)對(duì)人性了解的書，譬如佛羅伊德， 榮格，莎士比亞。你只有了解了為什么人之所以為人，才可以和他們對(duì)話。你了解了人群，就可以操縱他們對(duì)世界的態(tài) 度。話說回來，我們這行的工作就是要讓消費(fèi)者在琳瑯滿目的商品中選擇我們客戶的產(chǎn)品。2 祛除你的偏見 偏見束縛你。偏見把你束縛在那些老一套的陳舊觀念之中，這些陳腔濫調(diào)往往是沒什么道理的。拿 南非這個(gè)國家舉例，試問其它國家的人們對(duì)南非是個(gè)什么印象，他們會(huì)想到：街道上的動(dòng)物，納爾遜 . 曼德拉，饑餓的兒童，內(nèi)戰(zhàn)，童子軍。滿大街的動(dòng)物和曼德拉確實(shí)構(gòu)建了南非印象的一大部

13、分，但別忘了我們這個(gè)國家也有它復(fù)雜精密的一面，我們向中國出口鋼材，鉆石等原料。成見把你桎梏在過往看不到未來和新意。斬掉！帶著開闊的頭腦生活才好。3.Travel -One sure way of breaking down prejudices is to travel. Ita big world and versy different to what ever youare used to. Travel stimulates. Travel educates. Travel rubs your nerves raw. Travel opens your mind.4.Make frien

14、ds with people different from you -If you spend all your time with people you went to school with, in thearea you grew u p in, listening to the same music telling, the same jokes, you re not going to grow much. By makingfriends with people who are not like you - different age, race, religion, wealth

15、-you ll be exposed to a foreign butstimulating world.3去旅行旅行肯定可以祛除偏見。世界很大，和你習(xí)慣的那一部分大有不同。旅行就是刺激你見識(shí)的最好方式。讀 萬卷書行萬里路。旅行打開你的感官，世界變得更加鮮活。旅行打開你的頭腦。4和不一樣的人交朋友 如果你一直跟你的兒時(shí)同學(xué)混在一起，一直在你長(zhǎng)大的那片地方混，一直聽不重樣的音樂， 不重樣的笑話，恐怕你不會(huì)有多少成長(zhǎng)。和不一樣的人交朋友 不一樣的年齡，種族，宗教信仰，財(cái)富積累 你把自己置身在一個(gè)全然不同的環(huán)境之下，會(huì)得到很多新意和啟發(fā)。5.Fall in love - Falling in lov

16、e releases endorphins. Your senses are heightened. Your outlook is future focused. Creativeenergy is released. Take Picasso, probably the most prolific artist ever. Prolific in volume and in developinggroundbreaking styles. Every time Picasso fell in love with a new muse, he created a new style. A n

17、ew way at looking atthe art that shook the world6.Listen to Miles Davis -Like Picasso, Miles Davis changed the course of music. And like Picasso, he did it many times.The musician s musician, Miles will take you to places tht aregular straight-up-and- down pop music can t. The mindbecomes as lucid a

18、s the music because the music is not trapped in a rigid conformity.5.去戀愛吧 戀愛中的人會(huì)分泌內(nèi)啡肽，你的感官都變得更強(qiáng)烈。你的世界觀更著眼未來，創(chuàng)意的能量就此被釋放出 來。比如畢加索，這位史上最多產(chǎn)的藝術(shù)家，多產(chǎn)不止在數(shù)量，更在他開創(chuàng)的一系列打破先例的繪畫風(fēng)格上。畢加索每次和一位給予他靈感的女子墜入愛河，就擁有了全新的創(chuàng)作沖動(dòng)和創(chuàng)作靈感，由此開創(chuàng)新風(fēng)格，一種全新的看世界的角 度。6聽聽 Miles Davis 的音樂和畢加索一樣， Mile Davis 改變了音樂的流向。同樣和畢加索一樣，他嘗試了很多次。他是音樂家中的音樂

19、家。Miles的音樂讓你領(lǐng)略到常規(guī)的直來直去的流行音樂不能給予的。因?yàn)樗囊魳凡痪幸桓?，?聽著聽著，思維也會(huì)隨之漂向四處，浮想聯(lián)翩。7.Build things with your hands -Because of the computer, we tend to live in a two-dimensional world. But working in a three-dimensional world makes you understand space and how things fit into that space. There is also such a primal

20、sense of satisfaction when you make something with your hands. I built a lot in my house(book shelves, CD boxes).7.用你的雙手去建造 有了電腦以后我們似乎就生活在一個(gè)二維空間。在三維空間里工作才能讓你切實(shí)感受空間，感 受事物如何填補(bǔ)在這樣的空間里。 每當(dāng)你用雙手制造出一樣?xùn)|西， 那種滿足感里面帶著一點(diǎn)原始祖先征服大自然的成就。我居住的房子里不少東西都是我自己親手做的，書架啊，CD盒等等。8. Read - Someone once told me that ignorance is

21、 temporary. One book and it starts to disappear. Books fill your headwith imagination and stimulation. You can live other peoples lives, and in a different place and time. All books are good.t understand.Great books are fantastic. Read 1421, about how China discovered the world; Perfume, all about t

22、he sense of smell and murder. A Short History of Nearly Everything makes sense of what they taught you at school but you didnCivilisation, about western art, inspiring. Art books, ancient and modern. All good for the mind and soul.8.閱讀有人曾經(jīng)對(duì)我說，無知不是永久的。從讀一本書開始，就能消除無知。書籍刺激你的頭腦和想像力。在書中你過他人的生活，經(jīng)歷不同的時(shí)期，走過

23、不同的地方。書是好東西。偉大的書是寶物。 1421 告訴你中國怎么發(fā)現(xiàn)世 界；香水是一本有關(guān)觸覺，味道，和謀殺的書；萬物簡(jiǎn)史把你在學(xué)校學(xué)的卻從來沒搞懂的知識(shí)用通俗的語言深入淺出地講給你聽；文明是有關(guān)西方藝術(shù)的一本書，能給你啟發(fā)。讀書廣泛射獵，藝術(shù)的，古代的，現(xiàn)代的，讀它 們對(duì)身心有益。9. Write a book -We all have a story to tell; write it down. Different disc ip lines are required in writing a book but are make it freely available on the w

24、eb.invigorating all the same. I ve finished mine on how to start and run an ad agency. I m not going to print it but rath9. 寫一本書 我們都是有故事的人。把你要講述的故事寫下來。我就寫了一本如何經(jīng)營(yíng)廣告公司的書，現(xiàn)在還沒有出 版的打算，我把它放在博客上和大家分享。10. Paint -Painting has to be the scariest but most liberating form of expression_r_r. So go to lessons, b

25、uy canvasses and have fun. Also try different styles. Keep exploring different techniques until you find your style.10. 畫畫畫畫是最讓人畏懼但同時(shí)也是最自由奔放的一種表達(dá)方式。去學(xué)畫畫吧，買來畫布，享受表達(dá)的快樂。嘗 試不同的風(fēng)格。堅(jiān)持探索各種繪畫技藝，直到找到適合你的。11. Watch movies -Great movies. Stories well told are a stimulus and a treat. But make sure you watch gr

26、eat movies as opposed to crap films.11.看電影 看好電影。講得好的故事是能啟發(fā)思維的好東西。一定要看好的電影，別看爛片。12.Make your own movie -Take a camera, get an edit package, find some music and have fun. Some movies was made purely with a stills camera.12. 拍一部自己的電影 一部相機(jī)，一個(gè)視頻剪輯軟件，一些配樂，開始找樂子吧。有些電影是純粹由靜止影像制作 成的。13. Cook -They say people

27、 who can cook make better lovers. Cooking is the essence of life. Cooking beyond just filling your tummy can be so creative, so sensual. Best of all, you can have lots of fun experimenting.13. 下廚都說會(huì)做飯的人通常是好情人。烹飪是生活的精華 ,它遠(yuǎn)不止是填飽肚子。烹飪是創(chuàng)新的 ,散發(fā)感官誘惑的。最好的是，你會(huì)享受烹飪的過程。14.Start a clothing brand - Hey I did, I

28、 just dont think I ll sell many. Guess friends and family will b-eshgirettsting my t for Xmas.14. 搞個(gè)服裝品牌 我就搞過，不過賣得不怎么樣。今年家人朋友們大概會(huì)收到我設(shè)計(jì)的 T 恤衫。15.Do something different at night or weekends-Filling your evenings or weekends with things other than advertising awards annuals will enrich your life experi

29、ence that makes your more valuable as a communicator. Doing exciting things will stimulate you, relax you and let you meet people you would not have met in the ad agency.15. 每個(gè)晚上和周末的時(shí)候做點(diǎn)特別的事一一不總是圍著廣告，得獎(jiǎng)，年會(huì) 這些轉(zhuǎn)。做點(diǎn)別的，豐富的生活體驗(yàn)會(huì)促進(jìn)你更好地交流。做些好玩的事能激發(fā)你的思維，放松你的心情，遇見一群平時(shí)在你的工作中遇不到的人。16.Embrace obstacles - Creati

30、ve people hate it when an obstacle is given, likeyou can only use one colourorhave to use a celebri ty in your ad. Creative people feel that this restricts them. The truth is that the opposite is true.When you have no restrictions, you go around in circles. But when you have a restriction, it actual

31、ly stimulates solutions.For instance, here is a corporate ID we did for a sound studio. The client could only afford one colour. This forced the designer to come up with an idea that required one colour but still told a story. She took a sound wave that you see on the computer when you are recording

32、, but made the sound of the name of the company on the letterhead, the name ofthe engineer on the business card, the sound offax . This design went on to win lots of awards. Embrace obstacles.They are your friends.16. 接受限制 創(chuàng)意人士通常不喜歡被加以限制， 比如 “只能使用一種顏色 ”，或者 “必須在廣告里用一個(gè)明星 ”。他們覺 得這樣那樣的約束限制了他們的發(fā)揮。其實(shí)恰恰相反。

33、如果什么約束也沒有，你就會(huì)來回兜圈子。一旦有了約束，反而 能刺激產(chǎn)生解決方案。這里有個(gè)很好的例子。我們要為一家錄音棚設(shè)計(jì)標(biāo)識(shí)，客戶沒錢買更多的顏色，只能選擇一種色 彩。這迫使設(shè)計(jì)師的創(chuàng)意方案只能使用一種顏色。我們的設(shè)計(jì)師想出了這么個(gè)點(diǎn)子，她使用了錄音時(shí)出現(xiàn)的聲波圖案。她錄下該公司的名稱，用電腦上出現(xiàn)的聲波圖形做成公司的標(biāo)示；同理，給錄音師的名片也是每個(gè)人名字被錄音時(shí)顯示t grasp technology like people younger than me.的聲波圖形， “傳真 ”就用錄下 “傳真“二字顯示的聲波圖形。這個(gè)設(shè)計(jì)獲獎(jiǎng)無數(shù)。這難道不是接受限制的的好例子嗎。17. Embrace

34、 technology -Im frustrated that because of my age, I donThe better you know Photoshop, or searching the web or cameras, the more powerful you are. The more control youhave. If you are not the master of your technology, youll only be able to create to the level of your unBduet rstanding.never forget

35、the tools of the past, for they have soul. I love designers and art directors who paint, or cut paper or make collages. Old techniques give textures the computer wishes it could give.17. 接受科技的好處 到了我這個(gè)年齡，不像年輕一輩那樣如魚得水地掌握科技帶來的便捷。 Photoshop, 搜索引擎，相機(jī)的學(xué)問，這些你知道得越多你就越能干，越能游刃有余。如果你不是一個(gè)熟悉科技的大師，你只能創(chuàng)造出在你理解范 圍內(nèi)的

36、作品。有了先進(jìn)科技的同時(shí)也別忘了老工藝。我喜歡那些還會(huì)畫畫，剪紙，和玩抽象派美術(shù)的的設(shè)計(jì)師們。這些 傳統(tǒng)技藝賦予的紋理和質(zhì)地是電腦所沒有的。s public which makes the heart beat a little18. Make your own blog -Self-expression_r_r must be the most stimulating process, and where better than your own blog. It s your space and you can say anything you want. Unlike a diary, itfaster knowing someones rea.ding it18. 建一個(gè)博客吧 自我表達(dá)是最能激發(fā)靈感的事了，