學设计的如何更有创意.docVIP

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 job 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 creativit