乔布斯传 第116期:设计--大道至简(2)

 In Aspen he was exposed to the spare and functional¹ design philosophy of the Bauhaus movement,

在阿斯彭，乔布斯接触到了包豪斯运动干净、实用的设计理念，

which was enshrined by Herbert Bayer in the buildings,

这一理念深受赫伯特·拜尔的推崇，被他运用到了建筑、

living suites², sans serif font typography, and furniture on the Aspen Institute campus.

家居房屋、无衬线字体排印以及阿斯彭研究所的家具上。

Like his mentors³ Walter Gropius and Ludwig Mies van der Rohe,

拜尔和他的导师沃尔特·格罗皮乌斯以及路德维希·密斯·凡德罗一样，

Bayer believed that there should be no distinction between fine art and applied⁴ industrial design.

也认为艺术和应用工业设计之间不应该有区别。

The modernist International Style championed by the Bauhaus taught that design should be simple,

包豪斯拥护的现代主义国际风格告诉人们，设计应该追求简约，

yet have an expressive⁵ spirit.

同时具有表现精神。

It emphasized rationality and functionality by employing clean lines and forms.

它通过运用干净的线条和形式来强调合理性和功能性。

Among the maxims⁶ preached by Mies and Gropius were "God is in the details" and "Less is more."

密斯和格罗皮乌斯宣扬的准则中就有“上帝就在细节之中”和“少即是多”这样的话。

As with Eichler homes, the artistic⁷ sensibility was combined with the capability⁸ for mass production.

正如埃奇勒的房屋一样，艺术敏感性和大规模生产的能力结合到了一起。

Jobs publicly discussed his embrace of the Bauhaus style in a talk he gave at the 1983 design conference,

1983年的阿斯彭设计大会上，乔布斯发表了一篇以“未来绝对不会和过去相同”为主题的演讲，

the theme of which was "The Future Isn't What It Used to Be."

公开阐述他对包豪斯风格的热情拥护。

He predicted the passing of the Sony style in favor of Bauhaus simplicity⁹.

乔布斯称赞了包豪斯风格的简单朴素，也预言了索尼风格的消亡。

"The current wave of industrial design is Sony's high-tech¹⁰ look,

“当下工业设计的潮流就是索尼的那种髙科技感，

which is gunmetal gray, maybe paint it black, do weird¹¹ stuff to it," he said.

也就是金属灰色，要么就涂成黑色，加一些怪异的设计。”

"It's easy to do that. But it's not great."

他说，“这么做很容易，但不够好。”

He proposed an alternative, born of the Bauhaus,

他提出了一个源自包豪斯风格的替代方案，

that was more true to the function and nature of the products.

更加忠实于产品的功能和本性：

"What we're going to do is make the products high-tech,

“我们要做的，就是让产品科技感十足，

and we're going to package them cleanly so that you know they're high-tech.

然后用上简单干净的包装，让科技感一目了然。

We will fit them in a small package,

我们会把产品放在小包装盒里，

and then we can make them beautiful and white, just like Braun does with its electronics."

让它们看上去纯白漂亮，就像博朗生产的电器一样。”

He repeatedly emphasized that Apple's products would be clean and simple.

他反复强调苹果公司的产品会是干净而简涪的。

"We will make them bright and pure and honest about being high-tech,

“我们会把产品做得光亮又纯净，能展现高科技感，

rather than a heavy industrial look of black, black, black, black, like Sony," he preached.

而不是一味使用黑色、黑色、黑色，满是沉重的工业感，就像索尼那样。”他朗声说道，

"So that's our approach. Very simple, and we' re really shooting for Museum of Modern Art quality.

“我们的设计思想就是：极致的简约，我们追求的是能让产品达到在现代艺术博物馆展出的品质。

The way we're running the company, the product design, the advertising¹², it all comes down to this:

我们管理公司、设计产品、广告宣传的理念就是一句话：

Let's make it simple. Really simple."

让我们做得简单一点，真正的简单。”

Apple's design mantra would remain the one featured on its first brochure:

苹果奉行的这一原则也在它的第一版宣传册上得到了突出：

"Simplicity is the ultimate sophistication."

“至繁归于至简。”

1 functional   

adj.为实用而设计的，具备功能的，起作用的

参考例句：

• The telephone was out of order,but is functional now.电话刚才坏了，但现在可以用了。
• The furniture is not fancy,just functional.这些家具不是摆着好看的，只是为了实用。

2 suites   

n.套( suite的名词复数 )；一套房间；一套家具；一套公寓

参考例句：

• First he called upon all the Foreign Ministers in their hotel suites. 他首先到所有外交部长住的旅馆套间去拜访。 来自辞典例句
• All four doors to the two reserved suites were open. 预定的两个套房的四扇门都敞开着。 来自辞典例句

3 mentors   

n.（无经验之人的）有经验可信赖的顾问( mentor的名词复数 )v.（无经验之人的）有经验可信赖的顾问( mentor的第三人称单数 )

参考例句：

• Beacham and McNamara, my two mentors, had both warned me. 我的两位忠实朋友，比彻姆和麦克纳马拉都曾经警告过我。 来自辞典例句
• These are the kinds of contacts that could evolve into mentors. 这些人是可能会成为你导师。 来自互联网

4 applied   

adj.应用的；v.应用，适用

参考例句：

• She plans to take a course in applied linguistics.她打算学习应用语言学课程。
• This cream is best applied to the face at night.这种乳霜最好晚上擦脸用。

5 expressive   

adj.表现的，表达…的，富于表情的

参考例句：

• Black English can be more expressive than standard English.黑人所使用的英语可能比正式英语更有表现力。
• He had a mobile,expressive,animated face.他有一张多变的，富于表情的，生动活泼的脸。

6 maxims   

n.格言，座右铭( maxim的名词复数 )

参考例句：

• Courts also draw freely on traditional maxims of construction. 法院也自由吸收传统的解释准则。 来自英汉非文学 - 行政法
• There are variant formulations of some of the maxims. 有些准则有多种表达方式。 来自辞典例句

7 artistic   

adj.艺术(家)的，美术(家)的；善于艺术创作的

参考例句：

• The picture on this screen is a good artistic work.这屏风上的画是件很好的艺术品。
• These artistic handicrafts are very popular with foreign friends.外国朋友很喜欢这些美术工艺品。

8 capability   

n.能力；才能；(pl)可发展的能力或特性等

参考例句：

• She has the capability to become a very fine actress.她有潜力成为杰出演员。
• Organizing a whole department is beyond his capability.组织整个部门是他能力以外的事。

9 simplicity   

n.简单，简易；朴素；直率，单纯

参考例句：

• She dressed with elegant simplicity.她穿着朴素高雅。
• The beauty of this plan is its simplicity.简明扼要是这个计划的一大特点。

10 high-tech   

adj.高科技的

参考例句：

• The economy is in the upswing which makes high-tech services in more demand too.经济在蓬勃发展，这就使对高科技服务的需求量也在加大。
• The quest of a cure for disease with high-tech has never ceased. 人们希望运用高科技治疗疾病的追求从未停止过。

11 weird   

adj.古怪的，离奇的；怪诞的，神秘而可怕的

参考例句：

• From his weird behaviour,he seems a bit of an oddity.从他不寻常的行为看来，他好像有点怪。
• His weird clothes really gas me.他的怪衣裳简直笑死人。

12 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。