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JacekUtko_2009-_好的设计能挽救濒危的报业吗_
Newspapers are dying for a few reasons. 报业面临空前濒危的状况有几个原因,
Readers don't want to pay for yesterday's news, and advertisers follow them. 读者不愿意付费来阅读昨天发生的新闻,没有读者,广告商当然也不愿意买广告。
advertisers:n.广告商(advertiser的复数形式);
Your iPhone, your laptop , 你的iPhone,笔记本电脑,
laptop:n.便携式电脑;笔记本电脑;
Is much more handy than New York Times on Sunday. 都远比拿着一份纽约时报周末版来读更为方便。
handy:adj.便利的;手边的,就近的;容易取得的;敏捷的;
And we should save trees in the end. 还有别忘了,如果我们不读报纸的话,还能拯救树木免于被砍伐,
So it's enough to bury any industry. 这些已经足以将任何产业推向绝路了。
bury:v.埋葬;隐藏;
So, should we rather ask, "Can anything save newspapers?" 那么我们不禁要问,「有任何能拯救报业于水火之外的方法吗?」
There are several scenarios for the future newspaper. 对于报业的未来,我们听过一些说法。
scenarios:n.情节;脚本;情景介绍(scenario的复数);
Some people say, it should be free; it should be tabloid , or even smaller: A4; it should be local, run by communities , or niche , for some smaller groups like business -- but then it's not free; it's very expensive. 有些人会说,报纸应该要是免费的, 或者是更摘要的,像是小于A4大小的小报式刋物。 报纸应该朝在地化发展,以社区为主体来经营发行。 又或者,未来的报纸应当主攻像商业族群这样的缝隙市场。 然而这样一来报纸就无法免费,而是非常昂贵的。
tabloid:n.小报;药片;文摘;小型画报;adj.小报式的;缩略的;轰动性的;扼要的; communities:n.社区;社会;团体;共有(community的复数) niche:n.壁龛; vt.放入壁龛;
It should be opinion-driven; less news, more views. 一份报纸应当有自己的观点导向, 少点新闻,多点对新闻的评论。
And we'd rather read it during breakfast, because later we listen to radio in a car, check your mail at work and in the evening you watch TV. 我们更希望报纸适于早餐时阅读, 因为之后我们就开始听车里的广播了, 然后在工作时你会检查你的电子邮件,下班之后你会看电视。
Sounds nice, but this can only buy time . 听起来很不错,但这些只是权宜之计。
buy time:拖延时间;争取时间;
Because in the long run , 因为就长远来看,
in the long run:长远;终究;
I think there is no reason, no practical reason for newspapers to survive. 我看不出有什么实际的原因, 报纸在未来还能够继续生存。
practical:adj.实际的;真实的;客观存在的;n.实习课;实践课;
So what can we do? 所以,我们还能怎么办呢?
(Laughter) (笑声)
Let me tell you my story. 让我来说说我的故事吧!
20 years ago, Bonnier, Swedish publisher , started to set newspapers in the former Soviet Bloc . 20年前,一位名叫Bonnier的瑞典出版商, 在前苏联地区办报。
Swedish:adj.瑞典的;瑞典语的;瑞典人的;n.瑞典语;瑞典人; publisher:n.出版者,出版商;发行人; Soviet:adj.苏维埃的;苏联的;n.苏维埃(前苏联的各级代表会议);苏联人; Bloc:n.集团;
After a few years, they had several newspapers in central and eastern Europe. 几年之后,他们在中欧和东欧都发行了几份报纸。
eastern:adj.东方的;向东的;东部的;东方国家的;n.东方人;东正教信徒;
The were run by an inexperienced staff, with no visual culture, no budgets for visual arts. 这些报纸都由一位没什么经验的人来经营, 当时还没有所谓的视觉文化,当然也没有与视觉艺术相关的预算,
inexperienced:adj.无经验的;不熟练的; visual:adj.视觉的,视力的;栩栩如生的; budgets:n.[财政]预算(budget复数形式);v.为…做预算(budget的第三人称单数形式);
In many places there were no even art directors. 在许多地方甚至连美编指导都没有。
I decided to be -- to work for them as an art director . 当时我决定为他们工作,担任美编指导的工作。
art director:n.(杂志的)美术编辑;美术指导;
Before, I was an architect , and my grandmother asked me once, "What are you doing for a living?" 在这份工作之前,我是一名建筑师,我的祖母有次曾这么问我, 「你要靠什么生活呢?」
architect:n.建筑师;设计师;创造者;
I said, "I'm designing newspapers." 我回答我祖母说,「我设计报纸啊。」
'"What? There's nothing to design there. It's just boring letters" 我祖母说,「什么? 那只不过是一堆无聊的字母,哪有什么东西好设计的?」
boring:adj.无聊的;令人厌烦的;n.钻孔;v.使厌烦;钻孔;(bore的现在分词)
(Laughter) (笑声)
And she was right. I was very frustrated , until one day. 不幸的是,我祖母的确是对的。当时我非常沮丧,直到有一天,
frustrated:adj.失意的,挫败的;泄气的;v.挫败;阻挠;(frustrate的过去式和过去分词)
I came to London, and I've seen performance by Cirque du Soleil. 我去了伦敦,欣赏到太阳马戏团的表演。
performance:n.性能;表现;业绩;表演; Cirque:n.圆环;天然圆形剧场;盆地谷;
And I had a revelation . I thought, "These guys took some creepy , run down entertainment, and put it to the highest possible level of performance art ." 我受到了启迪。我想, 「这些家伙把一些诡异的, 老旧的娱乐表演, 提升成了表演艺术所可能达到的最高层次了。」
revelation:n.披露; adj.暴露的; creepy:adj.令人毛骨悚然的;爬行的; performance art:n.行为艺术;
I thought "Oh my God, maybe I can do the same with these boring newspapers." 于是我灵光一闪,「喔,天啊,或许我能在这些无聊至极的报纸上做相同的事呢!」
And I did. We started to redesign them, one by one . 于是我就开始了,一份一份的重新设计他们。
redesign:vt.重新设计;n.重新设计;新设计; one by one:一个接一个;
The front page became our signature . 我们报纸的头版变成了我们的特色。
front page:adj.(新闻等的)头版的;重要的;轰动的;vt.把…登在头版; signature:n.署名;签名;信号;
It was my personal intimate channel to talk to the readers. 而这也成了我个人和读者之间亲密对话的管道。
personal:adj.个人的;身体的;亲自的;n.人事消息栏;人称代名词; intimate:n.知己; v.暗示; adj.亲密的;
I'm not going to tell you stories about teamwork or cooperation . 我不会跟你们说什么团队合作之类的故事,
cooperation:n.合作;配合;
My approach was very egotistic . 我的手法是非常自我的,
approach:n.方法;路径;v.接近;建议;着手处理; egotistic:adj.自我本位的;自负的;自高自大的;
I wanted my artistic statement , my interpretation of reality. 我想要将自己的设计概念表达出来, 想要传达我对于真实世界的诠释,
artistic:adj.艺术的;风雅的;有美感的; statement:n.声明;陈述,叙述;报表,清单; interpretation:n.解释;翻译;演出;
I wanted to make posters , not newspapers. 我想设计的是海报,不是报纸,
posters:n.海报;巨幅装饰画;发布消息的人;(poster的复数)
Not even magazines: posters. 甚至也不是杂志,就是海报。
We were experimenting with type, with illustration , with photos. And we had fun. 我们试过使用不同的字体、 插画和照片等等,从中获得许多乐趣。
illustration:n.插图;图解;示例;图示;
Soon it started to bring results. 不久我们就看到了具体的成果。
In Poland , our pages were named "Covers of the Year" three times in a row. 在波兰,我们的报纸荣获 「年度最佳头版」连续三次之多。
Poland:n.波兰(欧洲国家);
Other examples you can see here are from 在这里大家也可以看到来自
Latvia , Lithuania, Estonia -- the Central European countries. 拉脱维亚、立陶宛、爱沙尼亚等 这些中欧地区国家的例子。
Latvia:n.拉脱维亚;
But it's not only about the front page. 但是,这绝不只有「头版」这么简单。
The secret is that we were treating the whole newspaper as one piece, as one composition -- like music. 秘诀是我们 将一份报纸视为一个整体, 如同音乐的交响乐章一般,
treating:v.以…态度对待;把…看作;处理;讨论;(treat的现在分词) composition:n.成分;作文;构成;创作;
And music has a rythm, has ups and downs . 是有节奏的,有高低起伏的。
ups and downs:n.沉浮;盛衰;高低;
And design is responsible for this experience. 而一个好的报纸设设计就是要带给读者这些体验。
responsible:adj.负责的,可靠的;有责任的;
Flipping through pages is readers experience, and I'm responsible for this experience. 翻阅报纸就是读者的体验, 而我就是负责美化这个感官经验的人。
Flipping:v.该死; v.(使)快速翻转; (flip的现在分词)
We treated two pages, both spreads, as a one page, because that's how readers perceive it. 我们将展开的两个版面,视为一整个页面, 因为读者看到的就是这样。
treated:v.以…态度对待;把…看作;(treat的过去分词和过去式) perceive:v.注意到;意识到;将…理解为;认为;
You can see some Russian pages here which got many awards on biggest infographic competition in Spain. 大家现在看到的这些俄罗斯报纸的页面, 就曾在西班牙获得很多信息图像类最大的奖项。
competition:n.竞争;比赛,竞赛;
But the real award came from Society for Newspaper Design. 而真正的大奖还是来自于国际专业报纸版面设计学会SND的奖项。
Just a year after redesigning this newspaper in Poland, they name it the World's Best Designed Newspaper. 仅仅是在波兰重新设计的一年之后, 就被他们评为「世界最佳报纸设计」。
redesigning:v.重构;重设计(redesign的现在分词);
And two years later, the same award came to Estonia. 再隔两年, 同样的奖项由爱沙尼亚获得。
Isn't amazing? 是不是很神奇呢?
What really makes it amazing: that the circulation of these newspapers were growing too. 不过真正令人惊讶的是,这些获奖的报纸的发行量 也增加了。
circulation:n.流通,传播;循环;发行量;
Just some examples: in Russia, plus 11 after one year, plus 29 after three years of the redesign. 这里举一些实例和大家分享: 在俄罗斯,这份报纸经过重新设计的一年后,发行量提升了百分之11, 三年之后更增加到百分之29。
Same in Poland: plus 13, up to 35 percent raise of circulation after three years. 在波兰也相同,发行量增加了百分之13, 三年之后更增加百分之35的发行量。
You can see on a graph, after years of stagnation , the paper started to grow, just after redesign. 可以看这个图, 经过长久的停滞之后,报纸的销量在 经过重新设计之后开始增长。
stagnation:n.停滞;滞止;
But the real hit was in Bulgaria. 但最大的爆冲是在保加利亚。
And that is really amazing. 这真的很令人惊讶。
Did design do this? 是因为设计为这些报纸的销售带来这么大的转变吗?
Design was just a part of the process . 设计只是过程中的一部份,
process:v.处理;加工;列队行进;n.过程,进行;方法,adj.经过特殊加工(或处理)的;
And the process we made was not about changing the look, it was about improving the product completely. 我们所做的不仅只是改变一份报纸的外观, 而是完全彻底的改善报纸本身的质感。
improving:v.改进;改善;(improve的现在分词)
I took an architectural rule about function and form and translated it into newspaper content and design. 我借用了建筑中的「功能」与「型式」原则, 把这些概念融入到报纸的内容与设计中,
architectural:adj.建筑学的;建筑上的;符合建筑法的; content:n.内容,目录;满足;容量;adj.满意的;vt.使满足;
And I put a strategy at the top of it. 而在进行改造之前,拟定策略也很重要。
strategy:n.策略;行动计划;部署;战略;
So first you ask a big question: why we do it? What is the goal? 首先要问的大问题是,我们为什么要这么做,目标是什么?
Then we adjust the content accordingly . 然后我们同步调整需相应改变的内容。
adjust:v.调整;调节;适应;习惯; accordingly:adv.因此,于是;相应地;照著;
And then, usually after two months, we start designing. 通常在两个月之后,我们会开始进行设计。
My bosses, in the beginning, were very surprised. 我的老板们在刚开始时都很惊讶,
Why am I asking all of these business questions, instead of just showing them pages? 为什么我会问所有这些报纸方方面面的问题, 因为他们以为我会直接将设计完的作品直接展示给他们看。
But soon they realized that this is the new role of designer: to be in this process from the very beginning to the very end. 但很快地他们就了解到,这是设计师所扮演的新角色, 设计师从规划初始到最终的过程都要全程参与。
So what is the lesson behind it? 所以我们可以从中学到什么呢?
The first lesson is about that design can change not just your product. 第一个课题就是了解到设计不仅只是能改变你的产品,
It can change your workflow -- actually, it can change everything in your company; it can turn your company upside down . 设计还能改变工作流程,事实上,设计能改变你公司中既有的任何东西。 设计能完全反转你的公司;
workflow:n.工作流,工作流程; upside down:adj.颠倒的;乱七八糟的;
It can even change you. 甚至改变你本身。
And who's responsible? Designers. 而这些转变是谁的职责呢? 是设计师。
Give power to designers. 所以,请给予设计这样的职权吧!
(Applause) (掌声)
But the second is even more important. 而第二个我们学到的课题可以说更为重要,
You can live in a small poor country, like me. 就是你可以像我一样,活在一个小而贫穷的国家里;
You can work for a small company, in a boring branch. 你可以在一家小公司 其中一间无聊的分公司上班。
You can have no budgets, no people -- but still can put your work to the highest possible level. 你可以在没有预算和人力的状况下, 仍然可以呈现出最高水平的工作表现。
And everybody can do it. 每个人都能做到这点。
You just need inspiration, vision and determination . 你只是需要启发、愿景和决心。
vision:n.视力;美景;幻象;想象力;v.想象;显现;梦见; determination:n.测定;确定;决心;计算;
And you need to remember that to be good is not enough. 还有你必需要记得,光只有「好」 是不够的。
Thank you. 謝謝大家。