工业设计专业英语翻译考试第一篇打印版

设计驱动创新

In2006our former Chairman,Sir George Cox,was commissioned by The Treasury to undertake a review of creativity in business,and to recommend how the government, educational institutions and businesses could help support economic growth. 2006年，英国设计委员会的前主席，George Cox先生被财政部委任，去考察企业的创新能力，并就政府、教育结构和企业如何支持经济增长提出建议。

Supporting innovation sat at the heart of his recommendations because he saw that the UK currently earns most of our living through high value creative industry,and that without protection,investment and development,our creative industries could falter in the face of developing international competition.Sir George saw that designers working as part of a multi-disciplinary team,with business managers, engineers,scientists and technologists,can support innovation in the UK.

在George Cox先生的数条建议中，支持创新的措施是核心内容。因为他看到，目前英国主要是从高产出值的创意产业来赚取维持生计的大多数开支。如果没有保护，投资和发展，我们的创意产业将在越来越激烈的国际竞争中止步不前。设计师作为一个多学科团队中的一员，和工程师，企业经理，科学家还有技术人员一同工作。George先生认为，基于设计师的这种特点，设计师可以支持英国的创新。

In the Cox Review he offered a definition of design:

在Cox评论中，George Cox先生曾给设计下过一个定义：

Design is what links creativity and innovation.It shapes ideas to become practical and attractive propositions for users or customers.Design may be described as creativity deployed to a specific end.’

”设计与创造和革新相联系。它将有创意的想法转化成为对用户或者消费者既有实际作用又吸引他们的东西。当设计具体到某一个领域的时候，设计也可以被描述为创意。“UK businesses can stay ahead of their global rivals by drawing on the country's world-leading design capabilities,said Sir George,and the then Chancellor Gordon Brown,who commissioned the report,supported this conclusion.

George先生认为，英国企业能够在全球竞争中处于前茅，源于英国世界一流的设计能力。这份报告由英国首相Gordon Brown委托撰写，在首相阅读完该报告后，也很赞同这个结论。"Five years later,the world has moved on,"says Sir George."There's been great international interest in The Review and we've gone through recession and economic crisis."Continuing international competition means we now,more than ever,have to invest in developing our innovation economy,and working with designers offers technologists and scientists the opportunity to turn their inventions into marketable products that meet people's needs and provide an enjoyable experience that customers want to buy.

George先生说：“这份报告对国际化趋势很有兴趣，并做了很多描述。五年后，世界在进步，我们届时将会走出经济危机和萧条。”继续国际化竞争意味着，现在比以往任何时候，都需要加大在创新经济上的投资。此外，设计师，科学家和技术人员合作的工作模式，能够使实验室中的发明走向市场，成为满足消费者需求的提供愉悦体验的产品。

Other design and innovation experts agree.

其他设计和创新领域的专家也同意上述观点。

When people talked about innovation in the'90s,they really meant technology.When people talk about innovation in this decade,they really mean design.'

“当人们在90年代谈论创新的时候，他们所要表达的是技术创新。而今天，人们谈论创新的时候，他们指的是设计”。

Bruce Nussbaum,BusinessWeek

Bruce Nussbaum，商业周刊

Read the rest of Nussbaum's article on innovation

接下来，我们来阅读一下Nussbaum关于创新的这篇文章的其他部分。

The Government too has changed.It's no longer lead by Gordon Brown and the coalition government has new priorities.Yet,in November2010,the Department for Business, Innovation and Skills released a Blueprint for Technology as part of its plan to put the technology industry at the heart of the UK's economic recovery.This Blueprint shares much of the same vision as people in the'90s who said innovation was technology led:

政府也在改变。政府已经不再由Gordon Brown领导，而现在的联合政府也有其新的使命。在2010年11月，商业创新与技能部发布了一份技术蓝图，作为使技术产业作为英国经济复苏的中坚力量的措施之一。这份蓝图所持观点，与90年代人们认为创新就是技术创新的观点相差不大：

This Government believes technology-based innovation will be one of the key drivers of the private sector led economic growth that Britain so urgently needs.The dynamics of the global economy have been changing for some time,with technology and innovation at the heart of new global economic opportunities.

“政府相信基于技术的创新将成为私营部门推动经济增长的主要推动力之一，而这正是英国急切需要的。全球经济形势是动态的，而技术和创新依然位于新经济继续的中心。”Blueprint for Technology,2010

技术蓝图，2010

Over the last decade the Design Council has worked with business people, technologists and designers to demonstrate that it is through collaboration and working as part of a multi-disciplinary team(involving technologists,engineers, business managers,scientists,marketeers,designers and consumers)that market leading innovations are created.

过去的十年中，设计协会一直与商业人员，技术人员和设计师一同工作，意图去证明通过合作和多学科团队（包括技术人员，工程师，商业经理，科学家，市场人员，设计师和消费者），市场领先的创新才能出现。

Apple,Dyson,Virgin Atlantic all know that designers are an essential part of new product and service development,and that innovation can secure and sustain a business.Sir George says:"Dyson.There's no recession at Dyson.If you use design properly you don't experience any recession."

Apple（苹果）,Dyson（戴森技术）,Virgin Atlantic（英国维珍大西洋航空公司）都认为设计是是新产品和服务开发中最必须的部分，创新才能保证并保持一项业务。George先生说：“在戴森中，没有衰退。如果企业能够合适的利用设计，企业将不会遇到任何衰退”。As part of the Multi-disciplinary Design Network,we have investigated how design practice and education can work more closely with business and STEM subjects.

作为多学科设计网络中的一员，我们研究了设计实践和设计教育如何能够与商业和

STEM项目更紧密的结合。

We offer support programmes for UK businesses and university technology research centres.Find out how we're showing technology developers at UK universities how working with designers can help them market their inventions.

我们提供了针对英国企业的支持项目，和大学的技术研究中心。在这些项目和大学的技术研究中心中，我们发现了如何展现新技术，如何与设计师合作从而推出新发明的。You cut to survive,not to succeed Sir George Cox

”在你放低了目标，只是去生存而不是成功。“George先生说。

Jonathan Sands,designer and founder of design business Elmwood agrees."In this current economic climate,there will be lots of losers.There’s absolutely no doubt of that.Sadly,businesses will go bust.But the successful ones are those that will invest in design,because,if you do what you’ve always done,actually you won’t even get what you’ve always got.But,if you think about new futures,you will get new and exciting results.And it requires a bit of bravery.And,sometimes,that does mean putting a year’s profits aside to,to do something new.But only one business or brand or product can be the cheapest.The rest have to do something different.And,actually,in this current economic climate,most businesses have got margins of zero anyway,because we’re in the credit crunch,people can’t afford stuff.So,do you really want to compete in that space?Well,I would argue not. You have to do something that’s better and different where you can make money and move forward,"says Sands.

Jonathan Sands，Elmwood公司的设计师和创始人赞同这一说法。“在当前的经济环境下，会有很多失败者。这点毋庸置疑。我们很悲伤的发现很多企业走向了失败。然而，那些成功的企业往往是在设计上投资。因为，如果你做了你已经做过的事情，你就不会得到你已经得到的回报”。如果你考虑一下新的未来，你会得到新的令人振奋的结果。当然，这需要一点勇敢。有时，这意味着先要把一年的利润放在一边，然后做些新的东西。但是，一项业务，一个品牌或者产品往往是最便宜的。接下来要做的就是做些改变。当然，在现在的经济形式下，大多的企业都是利润为零，因为我们处于信贷危机中，人们买不起东西。所以，你真的想在这个环境中竞争么？我不会同意的。你要做一些更好的不同的东西，那样你才能赚钱和进步“，Sands说。