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