学设计的如何更有创意
How to be more creative – China presentation
如何更有创意——我在中国做的演讲(张芸翻译）
What is creativity?
Creativity is solving a problem
For instance: money. People used to carry around heavy ingots of precious metal. This was very inefficient as it was heavy. If you were rich it was hell.
So those clever Chinese people invented paper money which was far lighter and you could stuff your money in your underwear without much discomfort.
什么是创意？
创意即解决问题
打个比方：说到钱。以前人们拿贵重金属的铸块当作钱，又重又不方便。如果你要是很有钱那就惨了。所以聪明的中国人民发明了纸币，这减轻了不少背钱的负担，你就算把一叠钱藏在内衣里都不会有多难受。
Creativity is making something that has never been seen before.
The wheel seems so 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 is creativity. Here Gaudi, created many buildings that even 100 years later seem shockingly new.
创意是创造出以前从来没有的东西
现在看来车轮是个多么简单的点子，但第一个发明车轮的人则是充满了创意才华的天才。抄袭已有的东西不算什么创意。搞出点新花样，谁都没有想到过的花样，才叫创意。西班牙的建筑家高迪，创造的那些建筑，在100年后看来，还具有震慑心魄的新意。
It’s making something that is beautiful
The ability to create something that moves people, that takes people’s breath away must be the most sublime act of all. Artists, musicians, architects and choreographs are all driven to achieve this goal.
创意还是创造美
创意是一种感动人的能力。能把人呼吸都带走的东西一定是最高尚纯粹打动人心的东西。艺术家，音乐家，建筑家，舞蹈家都是这样一群为这个动力激发而工作的人。
In advertising it’s about touching someone’s emotions
People don’t think about the product they buy, they feel about the product they buy. It’s our j ob to make people feel about our client’s products.
在广告这行创意意味着触动人的情感
人们的消费行为是感性消费，而不是理性。买东西的时候一个人不去思考这个东西，他是凭感觉判断的。我们的工作就是让人们对我们客户的产品产生“感觉”。
In advertising it’s about manipulating someone’s mind
We create desire in people, we instill hope, we play on their shame, their fears, their greed, their dreams. And we use creativity to do this.
在广告这行，创意有关操纵人的思想
我们制造欲望，我们传播希望，我们提醒着他们的羞耻，恐惧，贪婪，梦想。我们传达这一切信息的方式，都是创意。
Creativity is the tool
There are levels of creativity – like all things in life you get the good, the bad and the very ugly. The creative process is no different. For every great movie written and produced, there are 10 mediocre ones and twenty crap one. We all want to be brilliant.
创意是工具
创意分好几个档次——就像生活中的任何事，有好有坏，有极其糟糕的。创意过程是一样的道理。每产生一部优秀的电影，就有10部一般般的作品。我们都想成为优秀的那一类。
Ok, so how do you do it?
1. Understand people – Every creative person should study psychology or at least read about those who understood human beings: Freud, Jung, Shakespeare. It’s only when you get in touch with how a human works that you can talk to a human. If you understand human beings, you can manipulate their attitudes. After all, our job is to make consumers choose our client’s product over the competition.
2. By discarding your prejudices – Prejudices hold you back. They keep you in a world of stereotypes formed in the past, and they are generally wrong. South Africa, for instance: when you ask people in the rest of the world to describe South Africa, this is what they describe. Animals in the street, Nelson Mandela, starving children, civil war and child soldiers. While Nelson Mandela and animals do make up a large part of our country and culture, we also are a sophisticated country that supplies China with steel, diamonds and so on. Prejudices keep you trapped in the past. Let them go. Face life with an open mind.
那么怎样能更有创意呢？
1 去了解别人——每一个做创意的人都应该去学习心理学，或者至少，读点可以增进对人性了解的书，譬如佛罗伊德，荣格，莎士比亚。你只有了解了为什么人之所以为人，才可以和他们对话。你了解了人群，就可以操纵他们对世界的态度。话说回来，我们这行的工作就是要让消费者在琳琅满目的商品中选择我们客户的产品。
2 祛除你的偏见——偏见束缚你。偏见把你束缚在那些老一套的陈旧观念之中，这些陈腔滥调往往是没什么道理的。拿南非这个国家举例，试问其它国家的人们对南非是个什么印象，他们会想到：街道上的动物，纳尔逊.曼德拉，饥饿的儿童，内战，童子军。满大街的动物和曼德拉确实构建了南非印象的一大部分，但别忘了我们这个国家也有它复杂精密的一面，我们向中国出口钢材，钻石等原料。成见把你桎梏在过往看不到未来和新意。斩掉！带着开阔的头脑生活才好。
3.Travel –One sure way of breaking down prejudices is to travel. It’s a big world and very different to what ever you are used to. Travel stimulates. Travel educates. Travel rubs your nerves raw. Travel opens your mind.
4.Make friends with people different from you – If you spend all your time with people you went to school with, in the area you grew u p in, listening to the same music telling, the same jokes, you’re not going to grow much. By making friends with people who are not like you – different age, race, religion, wealth –you’ll be exposed to a foreign but stimulating world.
3．去旅行——旅行肯定可以祛除偏见。世界很大，和你习惯的那一部分大有不同。旅行就是刺激你见识的最好方式。读万卷书行万里路。旅行打开你的感官，世界变得更加鲜活。旅行打开你的头脑。
4．和不一样的人交朋友——如果你一直跟你的儿时同学混在一起，一直在你长大的那片地方混，一直听不重样的音乐，不重样的笑话，恐怕你不会有多少成长。和不一样的人交朋友——不一样的年龄，种族，宗教信仰，财富积累——你把自己置身在一个全然不同的环境之下，会得到很多新意和启发。
5.Fall in love – Falling in love releases endorphins. Your senses are heightened. Your outlook is future focused. Creative energy is released. Take Picasso, probably the most prolific artist ever. Prolific in volume and in developing groundbreaking styles. Every time Picasso fell in love with a new muse, he created a new style. A new way at looking at the art that shook the world
6.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 tha t regular straight-up-and-down pop music can’t. The mind becomes as lucid as the music because the music is not trapped in a rigid conformity.
5.去恋爱吧——恋爱中的人会分泌内啡肽，你的感官都变得更强烈。你的世界观更着眼未来，创意的能量就此被释放出来。比如毕加索，这位史上最多产的艺术家，多产不止在数量，更在他开创的一系列打破先例的绘画风格上。毕加索每
次和一位给予他灵感的女子坠入爱河，就拥有了全新的创作冲动和创作灵感，由此开创新风格，一种全新的看世界的角度。
6．听听Miles Davis的音乐——和毕加索一样，Mile Davis改变了音乐的流向。同样和毕加索一样，他尝试了很多次。他是音乐家中的音乐家。Miles的音乐让你领略到常规的直来直去的流行音乐不能给予的。因为他的音乐不拘一格，你听着听着，思维也会随之漂向四处，浮想联翩。
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 sense of satisfaction when you make something with your hands. I built a lot in my house(book shelves, CD boxes). 7.用你的双手去建造——有了电脑以后我们似乎就生活在一个二维空间。在三维空间里工作才能让你切实感受空间，感受事物如何填补在这样的空间里。每当你用双手制造出一样东西，那种满足感里面带着一点原始祖先征服大自然的成就。我居住的房子里不少东西都是我自己亲手做的，书架啊，CD盒等等。
8.Read – Someone once told me that ignorance is temporary. One book and it starts to disappear. Books fill your head with imagination and stimulation. You can live other people’s lives, and in a different place and time. All books are good. Great books are fantastic. Read 1421, about how China discovered the world; Perfume, all about the sense of smell and murder. A Short History of Nearly Everything makes sense of what they taught you at school but you didn’t understand. Civilisation, about western art, inspiring. Art books, ancient and modern. All good for the mind and soul.
8.阅读——有人曾经对我说，无知不是永久的。从读一本书开始，就能消除无知。书籍刺激你的头脑和想像力。在书中你过他人的生活，经历不同的时期，走过不同的地方。书是好东西。伟大的书是宝物。《1421》告诉你中国怎么发现世界；《香水》是一本有关触觉，味道，和谋杀的书；《万物简史》把你在学校学的却从来没搞懂的知识用通俗的语言深入浅出地讲给你听；《文明》是有关西方艺术的一本书，能给你启发。读书广泛射猎，艺术的，古代的，现代的，读它们对身心有益。
9.Write a book – We all have a story to tell; write it down. Different disciplines are required in writing a book but are 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 rather make it freely available on the web.
9. 写一本书——我们都是有故事的人。把你要讲述的故事写下来。我就写了一本如何经营广告公司的书，现在还没有出版的打算，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, buy canvasses and have fun. Also try different styles. Keep exploring different techniques until you find your style.
10. 画画——画画是最让人畏惧但同时也是最自由奔放的一种表达方式。去学画画吧，买来画布，享受表达的快乐。尝试不同的风格。坚持探索各种绘画技艺，直到找到适合你的。
11. Watch movies – Great movies. Stories well told are a stimulus and a treat. But make sure you watch great movies as opposed to crap films.
11.看电影——看好电影。讲得好的故事是能启发思维的好东西。一定要看好的电影，别看烂片。
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. 拍一部自己的电影——一部相机，一个视频剪辑软件，一些配乐，开始找乐子吧。有些电影是纯粹由静止影像制作成的。
13.Cook – They say people 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. 下厨——都说会做饭的人通常是好情人。烹饪是生活的精华,它远不止是填饱肚子。烹饪是创新的,散发感官诱惑的。最好的是，你会享受烹饪的过程。
14.Start a clothing brand –Hey I did, I just don’t think I’ll sell many. Guess friends and family will be getting my t-shirts for Xmas.
14. 搞个服装品牌——我就搞过，不过卖得不怎么样。今年家人朋友们大概会收到我设计的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 experience 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. 每个晚上和周末的时候做点特别的事——不总是围着广告，得奖，年会…这些转。做点别的，丰富的生活体验会促进你更好地交流。做些好玩的事能激发你的思维，放松你的心情，遇见一群平时在你的工作中遇不到的人。
16.Embrace obstacles –Creative people hate it when an obstacle is given, like ‘you can only use one colour’ or ‘you have 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 actually 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, but made the sound of the name of the company on the letterhead, the name of the engineer on the business card, the sound of ‘fax’. This design went on to win lots of awards. Embrace obstacles. They are your friends.
16. 接受限制——创意人士通常不喜欢被加以限制，比如“只能使用一种颜色”，或者“必须在广告里用一个明星”。他们觉得这样那样的约束限制了他们的发挥。其实恰恰相反。如果什么约束也没有，你就会来回兜圈子。一旦有了约束，反而能刺激产生解决方案。这里有个很好的例子。我们要为一家录音棚设计标识，客户没钱买更多的颜色，只能选择一种色彩。这迫使设计师的创意方案只能使用一种颜色。我们的设计师想出了这么个点子，她使用了录音时出现的声波图案。她录下该公司的名称，用电脑上出现的声波图形做成公司的标示；同理，给录音师的名片也是每个人名字被录音时显示的声波图形，“传真”就用录下“传真“二字显示的声波图形。这个设计获奖无数。这难道不是接受限制的的好例子吗。
17.Embrace technology –I’m frustrated that because of my age, I don’t grasp technology like people younger than me. The better you know Photoshop, or searching the web or cameras, the more powerful you are. The more control you have. I f you are not the master of your technology, you’ll only be able to create to the level of your understanding.But never forget 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.接受科技的好处——到了我这个年龄，不像年轻一辈那样如鱼得水地掌握科技带来的便捷。Photoshop,搜索引擎，相机的学问，这些你知道得越多你就越能干，越能游刃有余。如果你不是一个熟悉科技的大师，你只能创造出在你理解范围内的作品。有了先进科技的同时也别忘了老工艺。我喜欢那些还会画画，剪纸，和玩抽象派美术的的设计师们。这些传统技艺赋予的纹理和质地是电脑所没有的。
18.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, it’s public which makes the heart beat a little faster knowing someone’s reading it.
18. 建一个博客吧——自我表达是最能激发灵感的事了，还有什么比自己的博客更适合的呢。这是你自己的三分地，想说什么就说什么。不像日记只是你自己看的，这是公众可以阅读的，这难道不更加刺激吗？
https://www.360docs.net/doc/f43842371.html,e your gut to make decisions – Too often we make decisions with our head. That decision nearly always turns out to be the wrong decision. Your gut instinct is the best decision-making tool. Do what you ‘feel’ is the right thing to do.
19. 做决定的时候相信的直觉——我们太过依赖理智来做决定，它们往往不是正确的决定。你的直觉和胆识是你做任何决定时最好的指引。去做那些你“感觉”正确的事。
20.Don’t give up – It intrigues me that on Wednesday, Sting is messing around with a tune, on Thursday, he’s written Shape of My Heart. But if he gave up on Wednesday, he wouldn’t have created Shape of My Heart. You need to keep on pushing until you really know that your best idea is done. Is a better idea just around the corner? Yes
21. 别气馁——我突然想到，Sting也许在某个星期三拨弄键盘试着鼓捣个旋律出来，在接下来的星期四，他就创作了歌曲《我心的形状》。试想如果他在那个周三没有鼓捣鼓捣，或许就不会有明天的歌曲诞生。你需要不断得激发自己，直到你找到最好的创意。更好的点子就在不远处吗？是的。
22. Be brave – Get naked. Fear of ridicule holds us back. If you were brave enough to get naked in front of a whole bunch of people, then you will be brave enough to put your work under scrutiny. The more you let your fear of ridicule go, the more exciting your work will be.
22. 勇敢点——脱光了也不怕。害怕被人笑就会束手束脚。如果你敢在一群人面前脱光衣服，你就敢于把自己作品摊在公众面前接受检验。你越是不怕出丑不怕被嘲笑，你就越能做出激动人心的东西。