ABOUT THE SPEAKER
Jacek Utko - Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works.

Why you should listen

Newspaper designer Jacek Utko suggests that it's time for a fresh, top-to-bottom rethink of the newspaper. (At this point, why not try it?) In his work, he's proved that good design can help readers reconnect with newspapers. A former architect, Utko took on the job of redesigning several newspapers in former Soviet Bloc nations, starting from basic principles. He worked closely with newspaper executives to figure out the business goals of their papers, and then radically reformatted the product to fit those goals. (And he wasn't afraid to break a few grids in the process.)

As the art director at Warsaw's Puls Biznesu in 2004, he redesigned this small business-focused newspaper and immediately won the SND award for world's best-designed newspaper. Readers responded, and circulation went up. He's now art director for the Bonnier Business Press, overseeing papers in Eastern Europe and the Baltic states, and the work he oversees consistently wins major prizes (including another SND world's-best in 2007 for Estonia's Äripäev), despite their small teams and limited resources.

More profile about the speaker
Jacek Utko | Speaker | TED.com
TED2009

Jacek Utko: Can design save newspapers?

Jacek Utko 問,設計能夠拯救報紙嗎?

Filmed:
1,144,795 views

Jacek Utko 是一位非凡的波蘭報紙設計師;他重新設計東歐的報紙,不僅讓它們贏得獎項,同時也讓流通量增加高達百分之百。一個好的設計可以拯救報紙嗎?也許就是可以。
- Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works. Full bio

Double-click the English transcript below to play the video.

00:12
Newspapers報紙 are dying垂死 for a few少數 reasons原因.
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報紙逐漸沒落,原因有很多。
00:15
Readers讀者 don't want to pay工資 for yesterday's昨天的 news新聞, and advertisers廣告商 follow跟隨 them.
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讀者不再想要付錢閱讀昨天的新聞、以及廣告。
00:19
Your iPhone蘋果手機, your laptop筆記本電腦,
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你的 iPhone 手機,你的筆記型電腦
00:21
is much more handy便利 than New York紐約 Times on Sunday星期日.
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都比週日的紐約時報還來的趁手。
00:24
And we should save保存 trees樹木 in the end結束.
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而我們還要拯救森林、少砍樹木。
00:27
So it's enough足夠 to bury埋葬 any industry行業.
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因此,這些理由足以埋葬任何一個產業了。
00:30
So, should we rather ask, "Can anything save保存 newspapers報紙?"
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所以我們倒不如問:到底還有什麼可以拯救報紙嗎?
00:34
There are several一些 scenarios場景 for the future未來 newspaper報紙.
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未來的報紙可能有幾個不同的情境;
00:36
Some people say it should be free自由;
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某些人說,報紙應該要免費;
00:39
it should be tabloid小報, or even smaller: A4;
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它應該像小報一樣,甚至更小;像 A4 般大小。
00:42
it should be local本地, run by communities社區,
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它應該是本地的社區報,由社區經營;
00:45
or niche壁龕, for some smaller groups like business商業 --
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或者利基型的專業報,發行給如商界的小型團體
00:47
but then it's not free自由; it's very expensive昂貴.
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但是那就不會是免費,而且非常昂貴。
00:50
It should be opinion-driven輿論驅動;
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有人認為應該是輿論導向;
00:52
less news新聞, more views意見.
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少一點新聞,多一些觀點。
00:55
And we'd星期三 rather read it during breakfast早餐,
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而且我們寧願在吃早餐時看這些報紙
00:57
because later後來 we listen to radio無線電 in a car汽車,
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因為接下來就會在車上聽廣播
01:00
check your mail郵件 at work and in the evening晚間 you watch TV電視.
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在辦公室收 e-mail、晚上回家看電視。
01:03
Sounds聲音 nice不錯, but this can only buy購買 time.
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這聽起來不錯,但這只是拖延時間罷了。
01:06
Because in the long run,
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因為長期來說,
01:08
I think there is no reason原因, no practical實際的 reason原因
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我認為沒有理由、沒有實際的理由
01:10
for newspapers報紙 to survive生存.
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讓報紙能夠存活下來。
01:13
So what can we do?
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那我們可以做什麼?
01:15
(Laughter笑聲)
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(笑聲)
01:16
Let me tell you my story故事.
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讓我跟你們說我的故事。
01:18
20 years年份 ago, Bonnier邦尼爾, Swedish瑞典 publisher出版者,
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20年前,Bonnier,一家瑞典的出版商
01:21
started開始 to set newspapers報紙 in the former前任的 Soviet蘇聯 Bloc集團.
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開始在前蘇聯集團國家推出報紙。
01:25
After a few少數 years年份, they had several一些 newspapers報紙 in central中央 and eastern Europe歐洲.
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在幾年後,他們在中歐與東歐已經發行了幾份報紙
01:28
They were run by an inexperienced沒經驗 staff員工,
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這些報紙的經營團隊大都沒有經驗
01:31
with no visual視覺 culture文化, no budgets預算 for visuals視覺效果 --
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既沒有視覺文化的概念,也沒有預算執行視覺藝術。
01:36
in many許多 places地方 there were not even art藝術 directors董事.
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在很多地方甚至連美術總監都沒有。
01:38
I decided決定 to be -- to work for them as an art藝術 director導向器.
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我決定 — 以美術總監的角色跟他們工作
01:42
Before, I was an architect建築師, and my grandmother祖母 asked me once一旦,
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在那之前,我是一個建築師。我祖母有一次問我,
01:45
"What are you doing for a living活的?"
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「你靠什麼在賺錢過活?」
01:47
I said, "I'm designing設計 newspapers報紙."
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我說,「我設計報紙。」
01:49
"What? There's nothing to design設計 there. It's just boring無聊 letters"
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她說「啥?報紙沒有東西好設計啊?它只有一堆無聊的文字罷了」
01:52
(Laughter笑聲)
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(笑聲)
01:53
And she was right. I was very frustrated受挫, until直到 one day.
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她沒有錯。我一度非常沮喪,一直到有一天,
01:57
I came來了 to London倫敦, and I've seen看到 performance性能 by Cirque太陽 du Soleil馬戲團.
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我到了倫敦,看了一場太陽馬戲團的表演
02:01
And I had a revelation啟示. I thought,
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突然有了啟示。我想:
02:03
"These guys took some creepy爬行,
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「這些傢伙掌握到了一些怪怪的
02:05
run-down撞倒 entertainment娛樂,
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退流行的娛樂形式,
02:07
and put it to the highest最高 possible可能 level水平 of performance性能 art藝術."
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然後把它變成最高水準的表演藝術。」
02:11
I thought "Oh my God, maybe I can do the same相同 with these boring無聊 newspapers報紙."
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我這樣想:「天啊,也許我也可以在這些無聊的報紙上做同樣的事情!」
02:14
And I did. We started開始 to redesign重新設計 them, one by one.
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於是我就做了。我們開始一份一份重新設計。
02:18
The front面前 page became成為 our signature簽名.
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報紙封面變成我們的簽名。
02:21
It was my personal個人 intimate親密 channel渠道 to talk to the readers讀者.
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它變成了我跟讀者之間的私密頻道。
02:25
I'm not going to tell you stories故事 about teamwork團隊合作 or cooperation合作.
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我沒有要告訴你團隊合作的故事
02:29
My approach途徑 was very egotistic利己主義.
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我的作法是非常自我中心的。
02:31
I wanted my artistic藝術的 statement聲明,
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我想要的是我的藝術宣言,
02:34
my interpretation解釋 of reality現實.
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我對現實的詮釋。
02:36
I wanted to make posters海報, not newspapers報紙.
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我想要製作海報,而不是報紙。
02:38
Not even magazines雜誌: posters海報.
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甚至不是雜誌;是海報。
02:40
We were experimenting試驗 with type類型,
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我們試驗各種字體,
02:43
with illustration插圖, with photos相片. And we had fun開玩笑.
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搭配插畫、搭配照片。這樣作很好玩。
02:46
Soon不久 it started開始 to bring帶來 results結果.
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很快,這些作法開始有一些效果了。
02:49
In Poland波蘭, our pages網頁 were named命名
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在波蘭,我們的報紙被提名為
02:53
"Covers蓋子 of the Year" three times in a row.
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「年度封面」長達三年。
02:57
Other examples例子 you can see here are from
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你可以看到的其他的例子包括
02:59
Latvia拉脫維亞, Lithuania立陶宛, Estonia愛沙尼亞 --
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拉托維亞、立陶宛、愛沙尼亞 —
03:01
the central中央 European歐洲的 countries國家.
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一些中歐國家。
03:05
But it's not only about the front面前 page.
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但是這不只是關於封面而已。
03:08
The secret秘密 is that we were treating治療
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秘密在於我們如何對待
03:10
the whole整個 newspaper報紙 as one piece,
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整分報紙如同一件作品
03:12
as one composition組成 -- like music音樂.
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就像是一個創作,像音樂一樣。
03:16
And music音樂 has a rhythm韻律, has upsUPS and downs起伏.
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音樂有節奏,有高低起伏
03:20
And design設計 is responsible主管 for this experience經驗.
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設計負責帶來這種體驗
03:24
Flipping翻轉 through通過 pages網頁 is readers讀者 experience經驗,
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翻閱報紙是讀者的體驗
03:26
and I'm responsible主管 for this experience經驗.
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我對這樣的體驗全權負責。
03:29
We treated治療 two pages網頁, both spreads利差, as a one page,
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我們把兩面的開頁當作是一個頁面來處理
03:32
because that's how readers讀者 perceive感知 it.
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因為這是讀者所感受到的體驗。
03:35
You can see some Russian俄語 pages網頁 here which哪一個 got many許多 awards獎項
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你可以看到某些俄國的頁面得到了很多獎項
03:37
on biggest最大 infographic資料圖 competition競爭 in Spain西班牙.
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在西班牙的最大的資訊繪圖競賽中脫穎而出
03:41
But the real真實 award came來了 from Society社會 for Newspaper報紙 Design設計.
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但最棒的獎來自於「報紙設計學會」。
03:46
Just a year after redesigning重新設計 this newspaper報紙 in Poland波蘭,
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僅僅在重新設計波蘭的報紙一年後,
03:49
they name名稱 it the World's世界 Best-Designed最佳設計 Newspaper報紙.
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它就被提名「全世界最佳設計的報紙」
03:51
And two years年份 later後來,
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兩年後,
03:53
the same相同 award came來了 to Estonia愛沙尼亞.
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愛沙尼亞也得到同樣的獎項。
03:56
Isn't amazing驚人?
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這很神奇吧?
03:59
What really makes品牌 it amazing驚人: that the circulation循環 of these newspapers報紙
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真正讓這變得神奇的是:這些報紙的發行量
04:01
were growing生長 too.
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也成長了。
04:03
Just some examples例子:
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讓我舉一些例子:
04:05
in Russia俄國, plus 11 after one year,
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在俄國,一年後增長了 11%
04:07
plus 29 after three years年份 of the redesign重新設計.
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重新設計三年後增長了 29%
04:10
Same相同 in Poland波蘭: plus 13, up to 35 percent百分
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同樣在波蘭:增長了 13%,到達 35%
04:13
raise提高 of circulation循環 after three years年份.
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三年後發行量獲得提昇
04:16
You can see on a graph圖形,
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你可以從這幅圖表看到
04:18
after years年份 of stagnation停滯, the paper started開始 to grow增長,
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在數年的停滯後,報紙開始增長
04:21
just after redesign重新設計.
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在重新設計之後。
04:24
But the real真實 hit擊中 was in Bulgaria保加利亞.
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但是真正的成功發生在保加利亞
04:26
And that is really amazing驚人.
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真的讓人感到驚奇
04:30
Did design設計 do this?
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設計造成這樣的改變嗎?
04:32
Design設計 was just a part部分 of the process處理.
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設計只是過程的一部分。
04:34
And the process處理 we made製作 was not about changing改變 the look,
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我們所啟動的進程,不只是改變外觀而已
04:36
it was about improving提高 the product產品 completely全然.
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它是關於完全地改進產品。
04:40
I took an architectural建築的 rule規則 about function功能 and form形成
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關於功能與形式,我採用建築的規則
04:43
and translated翻譯 it into newspaper報紙 content內容 and design設計.
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並且轉化成報紙的內容與設計。
04:46
And I put strategy戰略 at the top最佳 of it.
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我在整件事頂端加上策略
04:48
So first you ask a big question: why we do it? What is the goal目標?
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所以一開始你問自己一個大問題:我們為什麼要作改變?目標是什麼?
04:51
Then we adjust調整 the content內容 accordingly於是.
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然後根據這些目標調整內容。
04:53
And then, usually平時 after two months個月, we start開始 designing設計.
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然後,通常在兩個月後,我們開始設計。
04:56
My bosses老闆, in the beginning開始, were very surprised詫異.
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我的老闆,一開始的時候非常驚訝。
04:58
Why am I asking all of these business商業 questions問題,
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我為什麼要問一堆商業運作的問題,
05:00
instead代替 of just showing展示 them pages網頁?
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而不是就把設計好的頁面交出來算了?
05:02
But soon不久 they realized實現 that this is the new role角色 of designer設計師:
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但是很快地,他們理解到這是設計師的新角色
05:04
to be in this process處理 from the very beginning開始 to the very end結束.
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從產品的一開始到結束,設計者都參與其中。
05:07
So what is the lesson behind背後 it?
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所以這個故事帶給我們什麼教訓?
05:09
The first lesson is about that design設計 can change更改 not just your product產品.
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第一個教訓是,設計不只能改變你的產品,
05:13
It can change更改 your workflow工作流程 -- actually其實, it can change更改 everything in your company公司;
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還可以改變你的工作流程 — 事實上,它可以改變你的公司裡一切事物。
05:17
it can turn your company公司 upside上邊 down.
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它可以把你的公司翻過來
05:19
It can even change更改 you.
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它甚至可以改變你自己。
05:21
And who's誰是 responsible主管? Designers設計師.
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誰的責任?設計師。
05:24
Give power功率 to designers設計師.
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將權力交給設計師。
05:26
(Applause掌聲)
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(掌聲)
05:30
But the second第二 is even more important重要.
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但是第二個教訓更為重要。
05:33
You can live生活 in a small poor較差的 country國家, like me.
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你可以像我一樣,住在一個貧窮的小國家中,
05:36
You can work for a small company公司,
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你可以為一個小公司打工,
05:39
in a boring無聊 branch.
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在一個無聊的部門。
05:41
You can have no budgets預算, no people --
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你可以沒有預算、沒有人手
05:43
but still can put your work to the highest最高 possible可能 level水平.
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但是你仍然可以作到最高水準的演出
05:47
And everybody每個人 can do it.
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每個人都可以這樣作。
05:49
You just need inspiration靈感, vision視力 and determination決心.
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你所需要的只是靈感、視野與決心。
05:53
And you need to remember記得 that to be good
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而且你需要記住:成為「好」
05:55
is not enough足夠.
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光「好」,並不夠。
05:57
Thank you.
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謝謝各位。
Translated by Ilya Li
Reviewed by Calvin Chun-yu Chan

▲Back to top

ABOUT THE SPEAKER
Jacek Utko - Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works.

Why you should listen

Newspaper designer Jacek Utko suggests that it's time for a fresh, top-to-bottom rethink of the newspaper. (At this point, why not try it?) In his work, he's proved that good design can help readers reconnect with newspapers. A former architect, Utko took on the job of redesigning several newspapers in former Soviet Bloc nations, starting from basic principles. He worked closely with newspaper executives to figure out the business goals of their papers, and then radically reformatted the product to fit those goals. (And he wasn't afraid to break a few grids in the process.)

As the art director at Warsaw's Puls Biznesu in 2004, he redesigned this small business-focused newspaper and immediately won the SND award for world's best-designed newspaper. Readers responded, and circulation went up. He's now art director for the Bonnier Business Press, overseeing papers in Eastern Europe and the Baltic states, and the work he oversees consistently wins major prizes (including another SND world's-best in 2007 for Estonia's Äripäev), despite their small teams and limited resources.

More profile about the speaker
Jacek Utko | Speaker | TED.com