[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:03.94,0:00:06.47,Default,,0000,0000,0000,,Blah blah blah blah blah.
Dialogue: 0,0:00:06.47,0:00:08.40,Default,,0000,0000,0000,,Blah blah blah blah,
Dialogue: 0,0:00:08.40,0:00:10.99,Default,,0000,0000,0000,,blah blah, blah blah blah blah blah blah.
Dialogue: 0,0:00:10.99,0:00:13.74,Default,,0000,0000,0000,,Blah blah blah, blah.
Dialogue: 0,0:00:14.100,0:00:17.17,Default,,0000,0000,0000,,So what the hell was that?
Dialogue: 0,0:00:17.17,0:00:20.69,Default,,0000,0000,0000,,Well, you don't know\Nbecause you couldn't understand it.
Dialogue: 0,0:00:21.32,0:00:23.62,Default,,0000,0000,0000,,It wasn't clear.
Dialogue: 0,0:00:24.53,0:00:27.77,Default,,0000,0000,0000,,But hopefully, it was said\Nwith enough conviction
Dialogue: 0,0:00:27.77,0:00:31.47,Default,,0000,0000,0000,,that it was at least\Nalluringly mysterious.
Dialogue: 0,0:00:32.79,0:00:35.97,Default,,0000,0000,0000,,Clarity or mystery?
Dialogue: 0,0:00:35.97,0:00:40.20,Default,,0000,0000,0000,,I'm balancing these two things\Nin my daily work as a graphic designer,
Dialogue: 0,0:00:40.20,0:00:45.03,Default,,0000,0000,0000,,as well as my daily life as a New Yorker
Dialogue: 0,0:00:45.03,0:00:46.56,Default,,0000,0000,0000,,every day,
Dialogue: 0,0:00:46.56,0:00:51.03,Default,,0000,0000,0000,,and there are two elements\Nthat absolutely fascinate me.
Dialogue: 0,0:00:51.03,0:00:53.39,Default,,0000,0000,0000,,Here's an example.
Dialogue: 0,0:00:53.39,0:00:57.17,Default,,0000,0000,0000,,Now, how many people know what this is?
Dialogue: 0,0:00:59.70,0:01:04.73,Default,,0000,0000,0000,,Okay. Now how many people\Nknow what this is?
Dialogue: 0,0:01:04.73,0:01:12.41,Default,,0000,0000,0000,,Okay. Thanks to two more deft strokes\Nby the genius Charles M. Schulz,
Dialogue: 0,0:01:12.41,0:01:15.45,Default,,0000,0000,0000,,we now have seven deft strokes\Nthat in and of themselves
Dialogue: 0,0:01:15.45,0:01:18.98,Default,,0000,0000,0000,,create an entire emotional life,
Dialogue: 0,0:01:18.98,0:01:21.86,Default,,0000,0000,0000,,one that has enthralled\Nhundreds of millions of fans
Dialogue: 0,0:01:21.86,0:01:23.91,Default,,0000,0000,0000,,for over 50 years.
Dialogue: 0,0:01:23.91,0:01:26.42,Default,,0000,0000,0000,,This is actually a cover of a book
Dialogue: 0,0:01:26.42,0:01:29.71,Default,,0000,0000,0000,,that I designed about the work\Nof Schulz and his art,
Dialogue: 0,0:01:29.71,0:01:32.50,Default,,0000,0000,0000,,which will be coming out this fall,
Dialogue: 0,0:01:32.50,0:01:34.38,Default,,0000,0000,0000,,and that is the entire cover.
Dialogue: 0,0:01:34.38,0:01:39.32,Default,,0000,0000,0000,,There is no other typographic information\Nor visual information on the front,
Dialogue: 0,0:01:39.32,0:01:42.74,Default,,0000,0000,0000,,and the name of the book\Nis "Only What's Necessary."
Dialogue: 0,0:01:43.32,0:01:48.79,Default,,0000,0000,0000,,So this is sort of symbolic about\Nthe decisions I have to make every day
Dialogue: 0,0:01:48.79,0:01:52.71,Default,,0000,0000,0000,,about the design that I'm perceiving,
Dialogue: 0,0:01:52.71,0:01:54.98,Default,,0000,0000,0000,,and the design I'm creating.
Dialogue: 0,0:01:55.52,0:01:56.84,Default,,0000,0000,0000,,So clarity.
Dialogue: 0,0:01:57.33,0:01:59.42,Default,,0000,0000,0000,,Clarity gets to the point.
Dialogue: 0,0:01:59.42,0:02:02.76,Default,,0000,0000,0000,,It's blunt. It's honest. It's sincere.
Dialogue: 0,0:02:03.75,0:02:07.37,Default,,0000,0000,0000,,We ask ourselves this.\N["When should you be clear?"]
Dialogue: 0,0:02:07.37,0:02:12.82,Default,,0000,0000,0000,,Now, something like this,\Nwhether we can read it or not,
Dialogue: 0,0:02:12.82,0:02:16.42,Default,,0000,0000,0000,,needs to be really, really clear.
Dialogue: 0,0:02:16.42,0:02:18.46,Default,,0000,0000,0000,,Is it?
Dialogue: 0,0:02:20.59,0:02:27.28,Default,,0000,0000,0000,,This is a rather recent example\Nof urban clarity that I just love,
Dialogue: 0,0:02:27.28,0:02:32.39,Default,,0000,0000,0000,,mainly because I'm always late\Nand I am always in a hurry.
Dialogue: 0,0:02:32.74,0:02:39.29,Default,,0000,0000,0000,,So when these meters started showing up\Na couple of years ago on street corners,
Dialogue: 0,0:02:39.29,0:02:42.75,Default,,0000,0000,0000,,I was thrilled, because now I finally knew
Dialogue: 0,0:02:42.75,0:02:45.67,Default,,0000,0000,0000,,how many seconds I had\Nto get across the street
Dialogue: 0,0:02:45.67,0:02:48.55,Default,,0000,0000,0000,,before I got run over by a car.
Dialogue: 0,0:02:48.55,0:02:53.48,Default,,0000,0000,0000,,Six? I can do that. (Laughter)
Dialogue: 0,0:02:53.48,0:02:57.28,Default,,0000,0000,0000,,So let's look at the yin\Nto the clarity yang,
Dialogue: 0,0:02:57.28,0:03:00.81,Default,,0000,0000,0000,,and that is mystery.
Dialogue: 0,0:03:00.81,0:03:06.18,Default,,0000,0000,0000,,Mystery is a lot more complicated\Nby its very definition.
Dialogue: 0,0:03:06.18,0:03:09.66,Default,,0000,0000,0000,,Mystery demands to be decoded,
Dialogue: 0,0:03:09.66,0:03:12.64,Default,,0000,0000,0000,,and when it's done right,\Nwe really, really want to.
Dialogue: 0,0:03:12.64,0:03:14.30,Default,,0000,0000,0000,,["When should you be mysterious?"]
Dialogue: 0,0:03:14.30,0:03:20.11,Default,,0000,0000,0000,,In World War II, the Germans\Nreally, really wanted to decode this,
Dialogue: 0,0:03:20.11,0:03:22.73,Default,,0000,0000,0000,,and they couldn't.
Dialogue: 0,0:03:22.73,0:03:25.91,Default,,0000,0000,0000,,Here's an example of a design\Nthat I've done recently
Dialogue: 0,0:03:25.91,0:03:28.23,Default,,0000,0000,0000,,for a novel by Haruki Murakami,
Dialogue: 0,0:03:28.23,0:03:31.44,Default,,0000,0000,0000,,who I've done design work for\Nfor over 20 years now,
Dialogue: 0,0:03:31.44,0:03:37.15,Default,,0000,0000,0000,,and this is a novel about a young man\Nwho has four dear friends
Dialogue: 0,0:03:37.15,0:03:40.82,Default,,0000,0000,0000,,who all of a sudden,\Nafter their freshman year of college,
Dialogue: 0,0:03:40.82,0:03:44.12,Default,,0000,0000,0000,,completely cut him off\Nwith no explanation,
Dialogue: 0,0:03:44.12,0:03:45.97,Default,,0000,0000,0000,,and he is devastated.
Dialogue: 0,0:03:45.97,0:03:51.38,Default,,0000,0000,0000,,And the friends' names each have\Na connotation in Japanese to a color.
Dialogue: 0,0:03:51.38,0:03:56.05,Default,,0000,0000,0000,,So there's Mr. Red, there's Mr. Blue,\Nthere's Ms. White, and Ms. Black.
Dialogue: 0,0:03:56.77,0:04:00.16,Default,,0000,0000,0000,,Tsukuru Tazaki, his name\Ndoes not correspond to a color,
Dialogue: 0,0:04:00.16,0:04:04.61,Default,,0000,0000,0000,,so his nickname is Colorless, and\Nas he's looking back on their friendship,
Dialogue: 0,0:04:04.61,0:04:07.78,Default,,0000,0000,0000,,he recalls that they were like\Nfive fingers on a hand.
Dialogue: 0,0:04:07.78,0:04:12.26,Default,,0000,0000,0000,,So I created this sort of abstract\Nrepresentation of this,
Dialogue: 0,0:04:12.26,0:04:16.44,Default,,0000,0000,0000,,but there's a lot more going on\Nunderneath the surface of the story,
Dialogue: 0,0:04:16.44,0:04:21.11,Default,,0000,0000,0000,,and there's more going on underneath\Nthe surface of the jacket.
Dialogue: 0,0:04:21.11,0:04:25.52,Default,,0000,0000,0000,,The four fingers are now four train lines
Dialogue: 0,0:04:25.52,0:04:27.58,Default,,0000,0000,0000,,in the Tokyo subway system,
Dialogue: 0,0:04:27.58,0:04:29.97,Default,,0000,0000,0000,,which has significance within the story.
Dialogue: 0,0:04:30.81,0:04:33.61,Default,,0000,0000,0000,,And then you have\Nthe colorless subway line
Dialogue: 0,0:04:33.61,0:04:36.17,Default,,0000,0000,0000,,intersecting with each\Nof the other colors,
Dialogue: 0,0:04:36.17,0:04:38.82,Default,,0000,0000,0000,,which basically he does\Nlater on in the story.
Dialogue: 0,0:04:38.82,0:04:40.80,Default,,0000,0000,0000,,He catches up with each of these people
Dialogue: 0,0:04:40.80,0:04:44.33,Default,,0000,0000,0000,,to find out why they treated him\Nthe way they did.
Dialogue: 0,0:04:44.33,0:04:48.56,Default,,0000,0000,0000,,And so this is the three-dimensional\Nfinished product
Dialogue: 0,0:04:48.56,0:04:50.88,Default,,0000,0000,0000,,sitting on my desk in my office,
Dialogue: 0,0:04:50.88,0:04:55.55,Default,,0000,0000,0000,,and what I was hoping for here\Nis that you'll simply be allured
Dialogue: 0,0:04:55.55,0:04:59.40,Default,,0000,0000,0000,,by the mystery of what this looks like,
Dialogue: 0,0:04:59.40,0:05:02.20,Default,,0000,0000,0000,,and will want to read it
Dialogue: 0,0:05:02.20,0:05:07.34,Default,,0000,0000,0000,,to decode and find out and make more clear\Nwhy it looks the way it does.
Dialogue: 0,0:05:08.16,0:05:09.86,Default,,0000,0000,0000,,[The Visual Vernacular.]
Dialogue: 0,0:05:09.86,0:05:14.18,Default,,0000,0000,0000,,This is a way to use a more\Nfamiliar kind of mystery.
Dialogue: 0,0:05:14.18,0:05:15.99,Default,,0000,0000,0000,,What does this mean?
Dialogue: 0,0:05:15.99,0:05:18.77,Default,,0000,0000,0000,,This is what it means.\N[Make it look like something else.]
Dialogue: 0,0:05:18.77,0:05:23.30,Default,,0000,0000,0000,,The visual vernacular is the way\Nwe are used to seeing a certain thing
Dialogue: 0,0:05:23.30,0:05:27.69,Default,,0000,0000,0000,,applied to something else so that\Nwe see it in a different way.
Dialogue: 0,0:05:27.69,0:05:31.84,Default,,0000,0000,0000,,This is an approach I wanted to take\Nto a book of essays by David Sedaris
Dialogue: 0,0:05:31.84,0:05:35.21,Default,,0000,0000,0000,,that had this title at the time.\N["All the Beauty You Will Ever Need"]
Dialogue: 0,0:05:35.21,0:05:39.40,Default,,0000,0000,0000,,Now, the challenge here was that\Nthis title actually means nothing.
Dialogue: 0,0:05:39.40,0:05:42.79,Default,,0000,0000,0000,,It's not connected to any\Nof the essays in a book.
Dialogue: 0,0:05:42.79,0:05:47.50,Default,,0000,0000,0000,,It came to the author's boyfriend\Nin a dream.
Dialogue: 0,0:05:47.99,0:05:53.66,Default,,0000,0000,0000,,Thank you very much, so -- (Laughter) --\Nso usually, I am creating a design
Dialogue: 0,0:05:53.66,0:05:57.72,Default,,0000,0000,0000,,that is in some way based on the text,\Nbut this is all the text there is.
Dialogue: 0,0:05:57.72,0:06:02.11,Default,,0000,0000,0000,,So you've got this mysterious title\Nthat really doesn't mean anything,
Dialogue: 0,0:06:02.11,0:06:04.61,Default,,0000,0000,0000,,so I was trying to think:
Dialogue: 0,0:06:04.61,0:06:10.85,Default,,0000,0000,0000,,where might I see a bit of mysterious text\Nthat seems to mean something but doesn't,
Dialogue: 0,0:06:10.85,0:06:13.26,Default,,0000,0000,0000,,and sure enough, not long after,
Dialogue: 0,0:06:13.26,0:06:16.57,Default,,0000,0000,0000,,one evening after a Chinese meal,
Dialogue: 0,0:06:16.57,0:06:23.06,Default,,0000,0000,0000,,this arrived, and I thought,\N"Ah, bing, ideagasm!" (Laughter)
Dialogue: 0,0:06:23.47,0:06:28.67,Default,,0000,0000,0000,,I've always loved the hilariously\Nmysterious tropes of fortune cookies
Dialogue: 0,0:06:28.67,0:06:31.58,Default,,0000,0000,0000,,that seem to mean something extremely deep
Dialogue: 0,0:06:31.58,0:06:35.66,Default,,0000,0000,0000,,but when you think about them, if\Nyou think about them, they really don't.
Dialogue: 0,0:06:35.66,0:06:41.91,Default,,0000,0000,0000,,This says, "Hardly anyone knows how much\Nis gained by ignoring the future."
Dialogue: 0,0:06:42.54,0:06:44.90,Default,,0000,0000,0000,,Thank you. (Laughter)
Dialogue: 0,0:06:45.39,0:06:51.05,Default,,0000,0000,0000,,But we can take this visual vernacular\Nand apply it to Mr. Sedaris,
Dialogue: 0,0:06:51.05,0:06:56.66,Default,,0000,0000,0000,,and we are so familiar\Nwith how fortune cookie fortunes look
Dialogue: 0,0:06:56.66,0:06:59.42,Default,,0000,0000,0000,,that we don't even need\Nthe bits of the cookie anymore.
Dialogue: 0,0:06:59.42,0:07:02.42,Default,,0000,0000,0000,,We're just seeing this strange thing
Dialogue: 0,0:07:02.42,0:07:04.42,Default,,0000,0000,0000,,and we know we love David Sedaris,
Dialogue: 0,0:07:04.42,0:07:07.30,Default,,0000,0000,0000,,and so we're hoping that\Nwe're in for a good time.
Dialogue: 0,0:07:07.76,0:07:11.05,Default,,0000,0000,0000,,["Fraud." Essays by David Rakoff]\NDavid Rakoff was a wonderful writer
Dialogue: 0,0:07:11.05,0:07:14.21,Default,,0000,0000,0000,,and he called his first book "Fraud"
Dialogue: 0,0:07:14.21,0:07:18.17,Default,,0000,0000,0000,,because he was getting sent\Non assignments by magazines
Dialogue: 0,0:07:18.17,0:07:20.84,Default,,0000,0000,0000,,to do things that he\Nwas not equipped to do.
Dialogue: 0,0:07:20.84,0:07:23.16,Default,,0000,0000,0000,,So he was this skinny little urban guy
Dialogue: 0,0:07:23.16,0:07:26.76,Default,,0000,0000,0000,,and GQ Magazine would send him\Ndown the Colorado River
Dialogue: 0,0:07:26.76,0:07:30.48,Default,,0000,0000,0000,,whitewater rafting to see\Nif he would survive.
Dialogue: 0,0:07:31.38,0:07:34.68,Default,,0000,0000,0000,,And then he would write about it,\Nand he felt that he was a fraud
Dialogue: 0,0:07:34.68,0:07:36.98,Default,,0000,0000,0000,,and that he was misrepresenting himself.
Dialogue: 0,0:07:36.98,0:07:41.64,Default,,0000,0000,0000,,And so I wanted the cover of this book\Nto also misrepresent itself
Dialogue: 0,0:07:41.64,0:07:46.92,Default,,0000,0000,0000,,and then somehow show\Na reader reacting to it.
Dialogue: 0,0:07:46.92,0:07:50.17,Default,,0000,0000,0000,,This led me to graffiti.
Dialogue: 0,0:07:50.17,0:07:52.21,Default,,0000,0000,0000,,I'm fascinated by graffiti.
Dialogue: 0,0:07:52.21,0:07:54.90,Default,,0000,0000,0000,,I think anybody who lives\Nin an urban environment
Dialogue: 0,0:07:54.90,0:07:58.94,Default,,0000,0000,0000,,encounters graffiti all the time,\Nand there's all different sorts of it.
Dialogue: 0,0:07:58.94,0:08:02.55,Default,,0000,0000,0000,,This is a picture I took\Non the Lower East Side
Dialogue: 0,0:08:02.55,0:08:05.40,Default,,0000,0000,0000,,of just a transformer box on the sidewalk
Dialogue: 0,0:08:05.40,0:08:07.37,Default,,0000,0000,0000,,and it's been tagged like crazy.
Dialogue: 0,0:08:07.37,0:08:12.99,Default,,0000,0000,0000,,Now whether you look at this and think,\N"Oh, that's a charming urban affectation,"
Dialogue: 0,0:08:12.99,0:08:17.38,Default,,0000,0000,0000,,or you look at and say,\N"That's illegal abuse of property,"
Dialogue: 0,0:08:17.38,0:08:19.72,Default,,0000,0000,0000,,the one thing I think we can all agree on
Dialogue: 0,0:08:19.72,0:08:22.90,Default,,0000,0000,0000,,is that you cannot read it.
Dialogue: 0,0:08:22.90,0:08:26.46,Default,,0000,0000,0000,,Right? There is no clear message here.
Dialogue: 0,0:08:26.46,0:08:31.68,Default,,0000,0000,0000,,There is another kind of graffiti\Nthat I find far more interesting
Dialogue: 0,0:08:31.68,0:08:34.54,Default,,0000,0000,0000,,which I call editorial graffiti.
Dialogue: 0,0:08:34.54,0:08:38.74,Default,,0000,0000,0000,,This is a picture I took recently\Nin the subway,
Dialogue: 0,0:08:38.74,0:08:42.61,Default,,0000,0000,0000,,and sometimes you see lots of fury\Nand stupid stuff,
Dialogue: 0,0:08:42.61,0:08:47.52,Default,,0000,0000,0000,,but I thought this was interesting,\Nand this is a poster that is saying
Dialogue: 0,0:08:47.52,0:08:49.75,Default,,0000,0000,0000,,"Rah, rah, Airbnb,"
Dialogue: 0,0:08:49.75,0:08:52.51,Default,,0000,0000,0000,,and someone has taken a magic marker
Dialogue: 0,0:08:52.51,0:08:56.43,Default,,0000,0000,0000,,and has editorialized about\Nwhat they think about it.
Dialogue: 0,0:08:56.43,0:08:59.27,Default,,0000,0000,0000,,And it got my attention.
Dialogue: 0,0:08:59.27,0:09:02.69,Default,,0000,0000,0000,,So I was thinking, how do we\Napply this to this book?
Dialogue: 0,0:09:02.69,0:09:08.40,Default,,0000,0000,0000,,So I get the book by this person,\Nand I start reading it, and I'm thinking,
Dialogue: 0,0:09:08.40,0:09:11.07,Default,,0000,0000,0000,,this guy is not who he says he is.
Dialogue: 0,0:09:11.07,0:09:16.54,Default,,0000,0000,0000,,He's a fraud, and I get out\Na red magic marker,
Dialogue: 0,0:09:16.54,0:09:21.15,Default,,0000,0000,0000,,and out of frustration just\Nscribble this across the front.
Dialogue: 0,0:09:21.15,0:09:25.26,Default,,0000,0000,0000,,Design done. (Laughter)
Dialogue: 0,0:09:25.82,0:09:30.19,Default,,0000,0000,0000,,And they went for it! (Laughter)
Dialogue: 0,0:09:30.19,0:09:32.11,Default,,0000,0000,0000,,Author liked it, publisher like it,
Dialogue: 0,0:09:32.11,0:09:34.82,Default,,0000,0000,0000,,and that is how the book\Nwent out into the world,
Dialogue: 0,0:09:34.82,0:09:39.72,Default,,0000,0000,0000,,and it was really fun to see\Npeople reading this on the subway
Dialogue: 0,0:09:39.72,0:09:41.86,Default,,0000,0000,0000,,and walking around with it\Nand what have you,
Dialogue: 0,0:09:41.86,0:09:45.76,Default,,0000,0000,0000,,and they all sort of looked\Nlike they were crazy.
Dialogue: 0,0:09:45.76,0:09:48.12,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:48.59,0:09:52.63,Default,,0000,0000,0000,,["Perfidia." A novel by James Ellroy.]\NOkay, James Ellroy, amazing crime writer,
Dialogue: 0,0:09:52.63,0:09:55.12,Default,,0000,0000,0000,,a good friend, I've worked\Nwith him for many years.
Dialogue: 0,0:09:55.12,0:09:57.32,Default,,0000,0000,0000,,He is probably best known as the author
Dialogue: 0,0:09:57.32,0:10:00.30,Default,,0000,0000,0000,,of "The Black Dalia"\Nand "L.A. Confidential."
Dialogue: 0,0:10:00.30,0:10:05.15,Default,,0000,0000,0000,,His most recent novel was called this,\Nwhich is a very mysterious name
Dialogue: 0,0:10:05.15,0:10:08.76,Default,,0000,0000,0000,,that I'm sure a lot of people know\Nwhat it means, but a lot of people don't.
Dialogue: 0,0:10:08.76,0:10:15.81,Default,,0000,0000,0000,,And it's a story about a Japanese-American\Ndetective in Los Angeles in 1941
Dialogue: 0,0:10:15.81,0:10:17.83,Default,,0000,0000,0000,,investigating a murder.
Dialogue: 0,0:10:17.83,0:10:20.25,Default,,0000,0000,0000,,And then Pearl Harbor happens,
Dialogue: 0,0:10:20.25,0:10:23.36,Default,,0000,0000,0000,,and as if his life\Nwasn't difficult enough,
Dialogue: 0,0:10:23.36,0:10:28.20,Default,,0000,0000,0000,,now the race relations\Nhave really ratcheted up,
Dialogue: 0,0:10:28.20,0:10:32.72,Default,,0000,0000,0000,,and then the Japanese-American\Ninternment camps are quickly created,
Dialogue: 0,0:10:32.72,0:10:34.74,Default,,0000,0000,0000,,and there's lots of tension
Dialogue: 0,0:10:34.74,0:10:38.82,Default,,0000,0000,0000,,and horrible stuff as he's still\Ntrying to solve this murder.
Dialogue: 0,0:10:38.82,0:10:44.66,Default,,0000,0000,0000,,And so I did at first think\Nvery literally about this in terms of
Dialogue: 0,0:10:44.66,0:10:48.54,Default,,0000,0000,0000,,all right, we'll take Pearl Harbor\Nand we'll add it to Los Angeles
Dialogue: 0,0:10:48.54,0:10:51.48,Default,,0000,0000,0000,,and we'll make this kind of, like,
Dialogue: 0,0:10:51.48,0:10:56.15,Default,,0000,0000,0000,,apocalyptic dawn\Non the horizon of the city.
Dialogue: 0,0:10:56.15,0:10:58.56,Default,,0000,0000,0000,,And so that's a picture from Pearl Harbor
Dialogue: 0,0:10:58.56,0:11:01.62,Default,,0000,0000,0000,,just grafted onto Los Angeles.
Dialogue: 0,0:11:01.62,0:11:04.90,Default,,0000,0000,0000,,My editor in chief said,\N"You know, it's interesting
Dialogue: 0,0:11:04.90,0:11:10.29,Default,,0000,0000,0000,,but I think you can do better\Nand I think you can make it simpler."
Dialogue: 0,0:11:10.29,0:11:14.51,Default,,0000,0000,0000,,And so I went back\Nto the drawing board, as I often do.
Dialogue: 0,0:11:14.51,0:11:19.20,Default,,0000,0000,0000,,But also, being alive to my surroundings,
Dialogue: 0,0:11:19.20,0:11:22.83,Default,,0000,0000,0000,,I work in a high rise in Midtown,
Dialogue: 0,0:11:22.83,0:11:26.50,Default,,0000,0000,0000,,and every night,\Nbefore I leave the office,
Dialogue: 0,0:11:26.50,0:11:28.74,Default,,0000,0000,0000,,I have to push this button to get out,
Dialogue: 0,0:11:28.74,0:11:32.48,Default,,0000,0000,0000,,and the big heavy glass doors open\Nand I can get onto the elevator.
Dialogue: 0,0:11:32.48,0:11:35.98,Default,,0000,0000,0000,,And one night, all of a sudden,
Dialogue: 0,0:11:35.98,0:11:41.75,Default,,0000,0000,0000,,I looked at this and I saw it in a way\Nthat I hadn't really noticed it before.
Dialogue: 0,0:11:41.75,0:11:44.28,Default,,0000,0000,0000,,Big red circle, danger.
Dialogue: 0,0:11:44.28,0:11:47.16,Default,,0000,0000,0000,,And I thought this was so obvious
Dialogue: 0,0:11:47.16,0:11:49.88,Default,,0000,0000,0000,,that it had to have been\Ndone a zillion times,
Dialogue: 0,0:11:49.88,0:11:54.45,Default,,0000,0000,0000,,and so I did a Google image search,\Nand I couldn't find another book cover
Dialogue: 0,0:11:54.45,0:11:56.61,Default,,0000,0000,0000,,that looked quite like this,
Dialogue: 0,0:11:56.61,0:11:59.23,Default,,0000,0000,0000,,and so this is really\Nwhat solved the problem,
Dialogue: 0,0:11:59.23,0:12:01.76,Default,,0000,0000,0000,,and graphically it's more interesting
Dialogue: 0,0:12:01.76,0:12:05.99,Default,,0000,0000,0000,,and creates a bigger tension\Nbetween the idea
Dialogue: 0,0:12:05.99,0:12:11.10,Default,,0000,0000,0000,,of a certain kind of sunrise\Ncoming up over L.A. and America.
Dialogue: 0,0:12:11.51,0:12:14.49,Default,,0000,0000,0000,,["Gulp." A tour of the human\Ndigestive system by Mary Roach.]
Dialogue: 0,0:12:14.49,0:12:16.53,Default,,0000,0000,0000,,Mary Roach is an amazing writer
Dialogue: 0,0:12:16.53,0:12:20.15,Default,,0000,0000,0000,,who takes potentially mundane\Nscientific subjects
Dialogue: 0,0:12:20.15,0:12:23.54,Default,,0000,0000,0000,,and makes them not mundane at all.\NShe makes them really fun.
Dialogue: 0,0:12:23.54,0:12:25.17,Default,,0000,0000,0000,,So in this particular case,
Dialogue: 0,0:12:25.17,0:12:28.28,Default,,0000,0000,0000,,it's about the human digestive system.
Dialogue: 0,0:12:28.28,0:12:33.20,Default,,0000,0000,0000,,So I'm trying to figure out what\Nis the cover of this book going to be.
Dialogue: 0,0:12:34.14,0:12:37.84,Default,,0000,0000,0000,,This is a self-portrait. (Laughter)
Dialogue: 0,0:12:37.84,0:12:43.90,Default,,0000,0000,0000,,Every morning I look at myself\Nin the medicine cabinet mirror
Dialogue: 0,0:12:43.90,0:12:46.62,Default,,0000,0000,0000,,to see if my tongue is black.
Dialogue: 0,0:12:46.62,0:12:50.17,Default,,0000,0000,0000,,And if it's not, I'm good to go.
Dialogue: 0,0:12:50.17,0:12:53.28,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:55.18,0:12:58.30,Default,,0000,0000,0000,,I recommend you all do this.
Dialogue: 0,0:12:58.30,0:13:02.24,Default,,0000,0000,0000,,But I also started thinking, you know,\Nhere's our introduction.
Dialogue: 0,0:13:02.24,0:13:05.12,Default,,0000,0000,0000,,Right? Into the human digestive system.
Dialogue: 0,0:13:05.96,0:13:08.21,Default,,0000,0000,0000,,But I think what we can all agree on
Dialogue: 0,0:13:08.21,0:13:12.46,Default,,0000,0000,0000,,is that actual photographs\Nof human mouths, at least based on this,
Dialogue: 0,0:13:12.46,0:13:16.24,Default,,0000,0000,0000,,are off-putting. (Laughter)
Dialogue: 0,0:13:16.24,0:13:20.14,Default,,0000,0000,0000,,So for the cover, then,\NI had this illustration done
Dialogue: 0,0:13:20.14,0:13:22.37,Default,,0000,0000,0000,,which is literally more palatable
Dialogue: 0,0:13:22.37,0:13:26.90,Default,,0000,0000,0000,,and reminds us that it's best\Nto approach the digestive system
Dialogue: 0,0:13:26.90,0:13:29.20,Default,,0000,0000,0000,,from this end.
Dialogue: 0,0:13:29.20,0:13:31.85,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:31.85,0:13:34.79,Default,,0000,0000,0000,,I don't even have to complete\Nthe sentence. All right.
Dialogue: 0,0:13:35.53,0:13:37.08,Default,,0000,0000,0000,,[Unuseful mystery]
Dialogue: 0,0:13:37.08,0:13:41.16,Default,,0000,0000,0000,,What happens when clarity\Nand mystery get mixed up?
Dialogue: 0,0:13:41.52,0:13:43.49,Default,,0000,0000,0000,,And we see this all the time.
Dialogue: 0,0:13:43.49,0:13:45.100,Default,,0000,0000,0000,,This is what I call unuseful mystery.
Dialogue: 0,0:13:45.100,0:13:48.95,Default,,0000,0000,0000,,I go down into the subway,\Ntake the subway a lot,
Dialogue: 0,0:13:48.95,0:13:53.45,Default,,0000,0000,0000,,and this piece of paper\Nis taped to a girder.
Dialogue: 0,0:13:54.59,0:13:58.24,Default,,0000,0000,0000,,Right? And now I'm thinking, uh oh,
Dialogue: 0,0:13:58.24,0:14:02.12,Default,,0000,0000,0000,,and the train's about to come and I'm\Ntrying to figure out what this means,
Dialogue: 0,0:14:02.12,0:14:04.91,Default,,0000,0000,0000,,and thanks a lot.
Dialogue: 0,0:14:04.91,0:14:08.91,Default,,0000,0000,0000,,Part of the problem here is that\Nthey've compartmentalized the information
Dialogue: 0,0:14:08.91,0:14:12.42,Default,,0000,0000,0000,,in a way they think is helpful,\Nand frankly, I don't think it is at all.
Dialogue: 0,0:14:12.42,0:14:15.69,Default,,0000,0000,0000,,So this is mystery we do not need.
Dialogue: 0,0:14:15.69,0:14:23.78,Default,,0000,0000,0000,,What we need is useful clarity,\Nso just for fun, I redesigned this.
Dialogue: 0,0:14:23.78,0:14:26.26,Default,,0000,0000,0000,,This is using all the same elements.
Dialogue: 0,0:14:26.26,0:14:29.18,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:14:29.53,0:14:33.84,Default,,0000,0000,0000,,Thank you. I am still waiting\Nfor a call from the MTA. (Laughter)
Dialogue: 0,0:14:34.45,0:14:37.51,Default,,0000,0000,0000,,You know, I'm actually not even\Nusing more colors than they use.
Dialogue: 0,0:14:37.51,0:14:40.80,Default,,0000,0000,0000,,They just didn't even bother\Nto make the 4 and the 5 green,
Dialogue: 0,0:14:40.80,0:14:43.96,Default,,0000,0000,0000,,those idiots. (Laughter)
Dialogue: 0,0:14:44.85,0:14:47.92,Default,,0000,0000,0000,,So the first thing that we see\Nis that there is a service change,
Dialogue: 0,0:14:47.92,0:14:51.61,Default,,0000,0000,0000,,and then, in two complete sentences\Nwith a beginning, a middle, and an end,
Dialogue: 0,0:14:51.61,0:14:56.38,Default,,0000,0000,0000,,it tells us what the change is\Nand what's going to be happening.
Dialogue: 0,0:14:56.38,0:15:00.44,Default,,0000,0000,0000,,Call me crazy! (Laughter)
Dialogue: 0,0:15:01.63,0:15:04.16,Default,,0000,0000,0000,,[Useful mystery]\NAll right.
Dialogue: 0,0:15:04.16,0:15:09.84,Default,,0000,0000,0000,,Now, here is a piece\Nof mystery that I love:
Dialogue: 0,0:15:09.84,0:15:11.50,Default,,0000,0000,0000,,packaging.
Dialogue: 0,0:15:11.50,0:15:14.77,Default,,0000,0000,0000,,This redesign of the Diet Coke can
Dialogue: 0,0:15:14.77,0:15:20.20,Default,,0000,0000,0000,,by Turner Duckworth\Nis to me truly a piece of art.
Dialogue: 0,0:15:20.20,0:15:23.72,Default,,0000,0000,0000,,It's a work of art. It's beautiful.
Dialogue: 0,0:15:23.72,0:15:26.89,Default,,0000,0000,0000,,But what part of what makes it\Nso enheartening to me as a designer
Dialogue: 0,0:15:26.89,0:15:31.35,Default,,0000,0000,0000,,is that he's taken the visual\Nvernacular of Diet Coke
Dialogue: 0,0:15:31.35,0:15:34.89,Default,,0000,0000,0000,,-- the typefaces, the colors,\Nthe silver background --
Dialogue: 0,0:15:34.89,0:15:39.97,Default,,0000,0000,0000,,and he's reduced them\Nto their most essential parts,
Dialogue: 0,0:15:39.97,0:15:42.71,Default,,0000,0000,0000,,so it's like going back\Nto the Charlie Brown face.
Dialogue: 0,0:15:42.71,0:15:46.66,Default,,0000,0000,0000,,It's like, how can you give them just\Nenough information so they know what it is
Dialogue: 0,0:15:46.66,0:15:50.54,Default,,0000,0000,0000,,but giving them the credit\Nfor the knowledge that they already have
Dialogue: 0,0:15:50.54,0:15:52.40,Default,,0000,0000,0000,,about this thing?
Dialogue: 0,0:15:52.40,0:15:56.18,Default,,0000,0000,0000,,It looks great, and you would go\Ninto a delicatessen
Dialogue: 0,0:15:56.18,0:16:00.63,Default,,0000,0000,0000,,and all of a sudden see that on the shelf,\Nand it's wonderful.
Dialogue: 0,0:16:00.63,0:16:04.33,Default,,0000,0000,0000,,All right, which makes the next thing
Dialogue: 0,0:16:04.33,0:16:06.86,Default,,0000,0000,0000,,-- [Unuseful clarity] --\Nall the more disheartening,
Dialogue: 0,0:16:06.86,0:16:08.51,Default,,0000,0000,0000,,at least to me.
Dialogue: 0,0:16:08.51,0:16:12.35,Default,,0000,0000,0000,,So okay, again, going back\Ndown into the subway,
Dialogue: 0,0:16:12.35,0:16:14.44,Default,,0000,0000,0000,,after this came out,
Dialogue: 0,0:16:14.44,0:16:16.46,Default,,0000,0000,0000,,these are pictures that I took.
Dialogue: 0,0:16:16.46,0:16:18.50,Default,,0000,0000,0000,,Times Square subway station:
Dialogue: 0,0:16:18.50,0:16:23.68,Default,,0000,0000,0000,,Coca-Cola has bought out\Nthe entire thing for advertising. Okay?
Dialogue: 0,0:16:23.68,0:16:27.99,Default,,0000,0000,0000,,And maybe some of you\Nknow where this is going.
Dialogue: 0,0:16:28.66,0:16:30.44,Default,,0000,0000,0000,,Ahem.
Dialogue: 0,0:16:30.44,0:16:33.06,Default,,0000,0000,0000,,"You moved to New York\Nwith the clothes on your back,
Dialogue: 0,0:16:33.06,0:16:35.64,Default,,0000,0000,0000,,the cash in your pocket,\Nand you're eyes on the prize.
Dialogue: 0,0:16:35.64,0:16:39.15,Default,,0000,0000,0000,,You're on Coke." (Laughter)
Dialogue: 0,0:16:45.30,0:16:48.25,Default,,0000,0000,0000,,"You moved to New York\Nwith an MBA, one clean suit,
Dialogue: 0,0:16:48.25,0:16:50.34,Default,,0000,0000,0000,,and an extremely firm handshake.
Dialogue: 0,0:16:50.34,0:16:53.14,Default,,0000,0000,0000,,You're on Coke." (Laughter)
Dialogue: 0,0:16:53.64,0:16:58.14,Default,,0000,0000,0000,,These are real! (Laughter)
Dialogue: 0,0:16:58.14,0:17:01.97,Default,,0000,0000,0000,,Not even the support beams were spared,
Dialogue: 0,0:17:01.97,0:17:04.57,Default,,0000,0000,0000,,except they switched into Yoda mode.
Dialogue: 0,0:17:04.57,0:17:07.57,Default,,0000,0000,0000,,[Excuse me, I'm on WHAT??]
Dialogue: 0,0:17:07.57,0:17:11.27,Default,,0000,0000,0000,,"Coke you're on." (Laughter)
Dialogue: 0,0:17:13.84,0:17:17.62,Default,,0000,0000,0000,,This campaign was a huge misstep.
Dialogue: 0,0:17:17.62,0:17:22.31,Default,,0000,0000,0000,,It was pulled almost instantly\Ndue to consumer backlash
Dialogue: 0,0:17:22.31,0:17:26.85,Default,,0000,0000,0000,,and all sorts of unflattering\Nparodies on the web
Dialogue: 0,0:17:26.85,0:17:28.73,Default,,0000,0000,0000,,-- (Laughter) --
Dialogue: 0,0:17:28.73,0:17:35.44,Default,,0000,0000,0000,,and also that dot next to "You're on,"\Nthat's not a period, that's a trademark.
Dialogue: 0,0:17:35.44,0:17:40.43,Default,,0000,0000,0000,,So thanks a lot. So to me,\Nthis was just so bizarre
Dialogue: 0,0:17:40.43,0:17:46.45,Default,,0000,0000,0000,,about how they could get the packaging\Nso mysteriously beautiful and perfect
Dialogue: 0,0:17:46.45,0:17:50.90,Default,,0000,0000,0000,,and the message so unbearably,\Nclearly wrong.
Dialogue: 0,0:17:50.90,0:17:54.36,Default,,0000,0000,0000,,It was just incredible to me.
Dialogue: 0,0:17:54.36,0:17:59.89,Default,,0000,0000,0000,,So I just hope that I've been able\Nto share with you some of my insights
Dialogue: 0,0:17:59.89,0:18:03.70,Default,,0000,0000,0000,,on the uses of clarity\Nand mystery in my work,
Dialogue: 0,0:18:03.70,0:18:09.00,Default,,0000,0000,0000,,and maybe how you might decide\Nto be more clear in your life
Dialogue: 0,0:18:09.00,0:18:15.27,Default,,0000,0000,0000,,or maybe to be a bit more mysterious\Nand not so over-sharing.
Dialogue: 0,0:18:15.27,0:18:18.11,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:18:19.00,0:18:23.81,Default,,0000,0000,0000,,And if there's just one thing\Nthat I leave you with from this talk,
Dialogue: 0,0:18:23.81,0:18:25.76,Default,,0000,0000,0000,,I hope it's this:
Dialogue: 0,0:18:25.76,0:18:28.82,Default,,0000,0000,0000,,Blih blih blih blah.\NBlah blah blih blih.
Dialogue: 0,0:18:28.82,0:18:31.96,Default,,0000,0000,0000,,Blih blih blah blah blah.\NBlah blah blah.
Dialogue: 0,0:18:31.96,0:18:33.88,Default,,0000,0000,0000,,Blah blah.
Dialogue: 0,0:18:33.88,0:18:37.88,Default,,0000,0000,0000,,(Applause)