---
author: TED
date: '2026-04-27'
guest: ''
layout: post.njk
source: https://www.youtube.com/watch?v=utR1XtXKBw8
speaker: TED
tags:
  - creative-process
  - design-thinking
  - team-diversity
  - interdisciplinary-research
  - additive-creation
title: 在全球化浪潮中铸就独特：设计创新的三大策略
summary: 在日益同质化的设计趋势下，一位设计工作室合伙人分享了应对全球化挑战、持续创作独特作品的三大核心策略：拥抱多元背景的团队，拓宽研究视野至相邻领域，以及采取累积式创新方法，不断在既有 Bold Choices 上迭代精进，从而超越独特，实现卓越。
insight: ''
draft: true
series: ''
category: work-related
area: work-career
project: []
people: []
companies_orgs:
  - MIT
products_models: []
media_books: []
status: evergreen
---
### 同质化挑战下的设计困境

我们生活在一个高度互联的世界，无论身处何地，都在相同的平台上分享图片和视频内容。这种连接性无形中塑造了全球化的设计趋势，使得各种作品开始呈现出相似的面貌。对于像我这样从事创意领域的人来说，这无疑是一个挑战。我是一家位于奥斯汀和巴塞罗那的设计工作室的合伙人，我们的宗旨始终是创作能够挑战传统、与众不同的作品。然而，随着世界日益同质化，设计趋势也变得越来越趋同，保持独特性已从过去的“锦上添花”变成了如今的“必需品”。如果你是平面设计师，你一定能理解这种感受：同样的调色板、同样的七十年代复古字体，以及无处不在的相似插画风格。为了应对这一挑战，我们提炼出三个核心理念，希望能帮助那些在全球化趋势下仍致力于创作独特作品的人。

<details>
<summary>Original English Source</summary>

So we're all living in a connected world.
Of course, we're constantly sharing
images, video content,
no matter where we are,
roughly using the same platforms.
And in turn, this is creating a world
and design trends
that are starting
to look a little bit alike, right?
Which can be problematic if you work
in the creative field like I do.
I'm a designer and a partner at a studio
that is based in Austin and in Barcelona.
You can see some of our work
in the background.
We're also a typeface foundry.
We make experimental
display variable typography
that pushes the boundaries
of what you can do with technology.
And through the history of the studio,
we have always had this goal
of making work
that challenges the familiar --
work that you might say looks different.
And as the world becomes more homogenized
and design trends have started
to look more and more the same,
this went from being a nice-to-have
to becoming a necessity.
And by the way,
if you work in graphic design,
you know what I mean when I say
that things are starting to look the same.
The same color palettes,
the same ’70s revival typography
and the same illustration
styles everywhere.
So we distilled three ideas
that we think might be helpful
for anybody who's interested
in creating unique work
despite living in a world
with globalized trends.

</details>

### 策略一：拥抱多元背景与生活方式

第一条策略是真正、彻底地拥抱与拥有不同背景和生活方式的人合作。我们工作室的三位合伙人之间差异巨大，背景也截然不同：一位是**记者**，一位是**哲学家**，一位是**DJ**。我们的热情爱好也完全不同。除此之外，我们还致力于让员工沉浸在不同的视觉文化中，成为不同**亚文化**（subculture: 特定群体共享的文化模式）的一部分，并且允许他们选择任何他们喜欢的地方居住，无论是加勒比海滩、东京还是克罗地亚的偏远小镇，我们都毫不在意。因为当大家齐聚一堂共同开展项目时，我们不仅带来了不同的视觉偏好，更从各自的亚文化经历中汲取了不同的经验教训，并形成了多样化的**解决问题方法**（problem-solving approaches）。这使得我们在研究和思考问题时，能够展现出独特的视角和方法。

<details>
<summary>Original English Source</summary>

Idea number one is that, like,
really, truly, truly embrace
working with people
that have different backgrounds
and that live different lifestyles.
These are the three partners
of our studio.
We could not be more different.
We could not have
more different backgrounds.
We are journalist, philosopher, DJ.
Our passions are completely different.
Along with this, we are committed
to having our staff immersed
in different visual cultures,
being part of different subcultures
and living wherever the hell they want.
Whether it's a beach in the Caribbean
or Tokyo or a remote town in Croatia,
we do not care.
Because when we get together
to work on a project,
we’re not only bringing
different visual preferences
but also different lessons
from being part of subcultures
and different approaches
to problem-solving.
These are some notes
that the partners took
during a recent project,
and you can see that we already,
you know, we not only think different,
but we have different
approaches to research.

</details>

### 策略二：在相邻领域寻求突破性解决方案

第二条策略是习惯于在**相邻领域**（adjacent areas: 与核心问题领域相关但非直接重叠的领域）寻找解决方案或进行研究，而不是仅限于你感觉舒适或问题直接所在的领域。例如，我们视每一个**数据可视化项目**（data visualization project: 将数据以图形或图像形式呈现以揭示模式、趋势和洞察）为一个动画项目，每一个编辑或出版项目都是探索**品牌建设**（branding: 塑造和维护品牌形象的过程）的机会。一个很好的例子是我们为麻省理工学院（MIT）完成的一个项目，他们要求我们为 Cas9 蛋白序列设计一张海报，该序列用于遗传研究。

当我们与 MIT 团队坐下来，并用你可能期望从一位 DJ 和一位哲学家那里听到的问题来提问时，我们很快意识到，关键不在于单个字母的可读性，而在于传达对科学之美及其潜能的**敬畏感**（sense of awe: 对宏伟或卓越事物产生的深刻敬意和惊叹）。因此，我们将自己在**字体排印**（typography/typesetting: 字体设计和版面布局的艺术与技术）这一与海报设计相邻的领域经验应用于此。我们设计了一款字体，其中包含了关于 Cas9 蛋白序列的额外信息，然后用它排印了整个序列。这种方法不仅展示了数据可视化的一种令人惊叹且截然不同的方式，也重新定义了字体排印的可能性。

<details>
<summary>Original English Source</summary>

And since we're talking about research,
idea number two: get used to looking
for solutions or doing research
not in the areas that you feel comfortable
or where the problem
is directly sitting on
but rather in the areas that are adjacent,
that sit very close to the problem
that you're trying to solve.
An example is that we see
every data visualization project
as an animation project.
We see every editorial
or publishing project
as an opportunity to explore branding.
And a good example of all of this
is a project that we did for MIT,
where they asked us to make a poster
on the Cas9 protein sequence,
which is over there,
that is used for genetic research.
When we sat down with them
and asked them the kind of questions
that you could expect
from a DJ and a philosopher,
we quickly realized
that what was important
was not the legibility
of the individual letters
but rather to convey a sense
of awe at the beauty of science
and what we can do with science.
So we took our experience in a field
that is adjacent to poster design,
which is typography or typesetting,
and we made a font
that included additional information
about this protein sequence,
and then we just typeset the sequence,
and it looks like this.
It's a stunning way
of approaching data visualization
and a very different way
of looking at typesetting.

</details>

### 策略三：累积式创新，构建卓越人生

我们想分享的第三个理念是：**累积式创新**（additive creation: 通过在现有基础上不断叠加小而大胆的选择来逐步实现卓越），总是为未来的自己着想。我们作为人类，总是渴望创造非凡的作品，但现实是，非凡的努力需要非凡的精力投入。与其相信你可以通过一次性的大力冲击来完成卓越的事情，不如构建一种生活方式，让你能够不断做出大胆而独特的选择，并在这些选择之上进行叠加。这些大胆而独特的选择会相互积累。

一个例子是我们最近进行的一项**独立项目**（independent project: 不依赖外部资金或指令，由个人或团队自主完成的项目）——名为“Hundred Points”的平面设计展，它是我们工作室迄今为止规模最大的独立项目。这个展览汇集了奥斯汀、圣保罗、开罗和赫尔辛基四个城市的平面设计作品，规模宏大，占地 4000 平方英尺，展出了 50 个项目。最重要的是，我们做到了，并且采取了与博物馆通常展示平面设计方式截然不同的决策。

*   所有展品都是**三维的**（three-dimensional: 具有长度、宽度和高度，而非平面的），因为平面设计通常以印刷品或非常扁平的形式展示。
*   视频是**交互式的**（interactive: 允许用户参与或影响其内容或进程），因为博物馆中的视频体验通常是被动或与观众疏远的。
*   我们邀请参观者**触摸展品**，因为博物馆展示平面设计时，通常会沿用艺术品的规则，使其成为禁区。

结果是，在开幕之夜，这次展览打破了所有参观人数记录，我们的活动也广受欢迎，评论反响极佳。但最重要的是，它向我们证明了：是的，我们可以做与众不同的事情。但现实是，如果你能让自己过上一种可以不断做出这些大胆、独特选择并在此基础上积累的生活，你就可以从做**与众不同**（different: 异于常规，可能带有新颖性或独特性）的事情，转变为做**卓越**（wonderful: 极其出色、令人赞叹的）的事情。

因此，尽管生活在全球化和设计趋势趋同的世界中，我坚信我们所有人都能创作出独特的作品。我们所需要做的，仅仅是更新我们对**团队建设**（team building: 建立和维护高效团队的过程）、**寻找解决方案**（seeking solutions: 发现并实施解决问题的方法）以及更重要的是**如何分配时间和精力**（time and energy management: 有效管理个人资源以实现目标）的理解。

<details>
<summary>Original English Source</summary>

Our third idea that we'd like
to share is: be additive.
Always think about your future self.
So we're human.
We always want to do extraordinary work.
But the reality is
that extraordinary efforts
require extraordinary amounts of energy.
So rather than believe that you can do
remarkable things in one big push,
what you should do is build a life
that allows you to do bold choices
and build on top of them.
Bold choices, unique choices
on top of each other.
An example of this
is that we recently took a leap
and did the biggest independent project
we have done at the studio.
It's called Hundred Points,
and it's an exhibition
on graphic design from four cities:
Austin, where I live,
Sao Paulo, Cairo and Helsinki.
The exhibition is gigantic.
It’s massive:
4,000 square feet, 50 projects.
But most importantly, we did it,
and we took decisions
that were in opposition
to the way that we see graphic design
shown in museums.
All of the projects are three-dimensional
because graphic design
is usually shown printed or very flat.
Video is interactive
because the experience
of video in a museum
is usually very passive
or removed from the viewer.
And we invited visitors to the exhibition
to touch the projects.
Because when graphic design
is shown in museums,
it's usually co-opting the codes
of fine art and making it off limits.
The result was an exhibition that,
in its opening night,
broke all records of attendance,
and our events
have been very well attended.
The reviews have been great.
But most importantly, it proved to us
that yes, we can do things
that are different.
But the reality is
that if you allow yourself
to live a life where you can take
these bold, unique choices
and build on top of them,
you can move away
from doing things that are different
into doing things that are wonderful.
So despite living in a globalized world
with, you know, with these design trends,
I truly believe that we can all
make unique work.
All we got to do is update
our understanding on how to build teams,
where to look for solutions
and, more importantly,
how to spend our time and energy.
Thank you so much.
(Applause)

</details>