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3 Ways to Create a Truly Original Design | Lope Gutierrez-Ruiz | TED - Video học tiếng Anh
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3 Ways to Create a Truly Original Design | Lope Gutierrez-Ruiz | TED
3 Ways to Create a Truly Original Design | Lope Gutierrez-Ruiz | TED
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0:03
So we're all living in a connected world.
0:05
Of course, we're constantly sharing images, video content,
0:09
no matter where we are, roughly using the same platforms.
0:13
And in turn, this is creating a world and design trends
0:17
that are starting to look a little bit alike, right?
0:20
Which can be problematic if you work in the creative field like I do.
0:24
I'm a designer and a partner at a studio that is based in Austin and in Barcelona.
0:28
You can see some of our work in the background.
0:31
We're also a typeface foundry.
0:32
We make experimental display variable typography
0:36
that pushes the boundaries of what you can do with technology.
0:39
And through the history of the studio, we have always had this goal
0:42
of making work that challenges the familiar --
0:45
work that you might say looks different.
0:48
And as the world becomes more homogenized
0:50
and design trends have started to look more and more the same,
0:53
this went from being a nice-to-have to becoming a necessity.
0:58
And by the way, if you work in graphic design,
1:00
you know what I mean when I say that things are starting to look the same.
1:03
The same color palettes, the same ’70s revival typography
1:08
and the same illustration styles everywhere.
1:11
So we distilled three ideas that we think might be helpful
1:14
for anybody who's interested in creating unique work
1:17
despite living in a world with globalized trends.
1:21
Idea number one is that, like, really, truly, truly embrace
1:26
working with people that have different backgrounds
1:28
and that live different lifestyles.
1:30
These are the three partners of our studio.
1:33
We could not be more different.
1:34
We could not have more different backgrounds.
1:36
We are journalist, philosopher, DJ.
1:38
Our passions are completely different.
1:40
Along with this, we are committed
1:42
to having our staff immersed in different visual cultures,
1:45
being part of different subcultures and living wherever the hell they want.
1:49
Whether it's a beach in the Caribbean or Tokyo or a remote town in Croatia,
1:53
we do not care.
1:54
Because when we get together to work on a project,
1:57
we’re not only bringing different visual preferences
2:00
but also different lessons from being part of subcultures
2:03
and different approaches to problem-solving.
2:06
These are some notes that the partners took
2:08
during a recent project,
2:09
and you can see that we already, you know, we not only think different,
2:13
but we have different approaches to research.
2:15
And since we're talking about research,
2:17
idea number two: get used to looking for solutions or doing research
2:23
not in the areas that you feel comfortable
2:25
or where the problem is directly sitting on
2:27
but rather in the areas that are adjacent,
2:30
that sit very close to the problem that you're trying to solve.
2:33
An example is that we see every data visualization project
2:36
as an animation project.
2:38
We see every editorial or publishing project
2:41
as an opportunity to explore branding.
2:44
And a good example of all of this is a project that we did for MIT,
2:48
where they asked us to make a poster on the Cas9 protein sequence,
2:52
which is over there, that is used for genetic research.
2:55
When we sat down with them and asked them the kind of questions
2:58
that you could expect from a DJ and a philosopher,
3:02
we quickly realized that what was important
3:04
was not the legibility of the individual letters
3:06
but rather to convey a sense of awe at the beauty of science
3:11
and what we can do with science.
3:13
So we took our experience in a field that is adjacent to poster design,
3:18
which is typography or typesetting,
3:21
and we made a font that included additional information
3:24
about this protein sequence,
3:26
and then we just typeset the sequence, and it looks like this.
3:30
It's a stunning way of approaching data visualization
3:34
and a very different way of looking at typesetting.
3:39
Our third idea that we'd like to share is: be additive.
3:43
Always think about your future self.
3:46
So we're human.
3:48
We always want to do extraordinary work.
3:50
But the reality is that extraordinary efforts
3:53
require extraordinary amounts of energy.
3:56
So rather than believe that you can do remarkable things in one big push,
3:59
what you should do is build a life
4:02
that allows you to do bold choices and build on top of them.
4:05
Bold choices, unique choices on top of each other.
4:08
An example of this is that we recently took a leap
4:11
and did the biggest independent project we have done at the studio.
4:14
It's called Hundred Points,
4:15
and it's an exhibition on graphic design from four cities:
4:19
Austin, where I live, Sao Paulo, Cairo and Helsinki.
4:24
The exhibition is gigantic.
4:26
It’s massive:
4:27
4,000 square feet, 50 projects.
4:29
But most importantly, we did it,
4:32
and we took decisions that were in opposition
4:34
to the way that we see graphic design shown in museums.
4:38
All of the projects are three-dimensional
4:40
because graphic design is usually shown printed or very flat.
4:44
Video is interactive
4:45
because the experience of video in a museum
4:47
is usually very passive or removed from the viewer.
4:50
And we invited visitors to the exhibition to touch the projects.
4:54
Because when graphic design is shown in museums,
4:57
it's usually co-opting the codes of fine art and making it off limits.
5:03
The result was an exhibition that, in its opening night,
5:06
broke all records of attendance,
5:09
and our events have been very well attended.
5:11
The reviews have been great.
5:13
But most importantly, it proved to us
5:15
that yes, we can do things that are different.
5:19
But the reality is that if you allow yourself
5:22
to live a life where you can take these bold, unique choices
5:25
and build on top of them,
5:26
you can move away from doing things that are different
5:29
into doing things that are wonderful.
5:33
So despite living in a globalized world
5:35
with, you know, with these design trends,
5:37
I truly believe that we can all make unique work.
5:40
All we got to do is update our understanding on how to build teams,
5:44
where to look for solutions
5:46
and, more importantly, how to spend our time and energy.
5:50
Thank you so much.
5:51
(Applause)
