we live surrounded by design the
products that we buy the screens
anyone with whom we interact clothes
that we put everything that is
Around us
is influenced in some way by
design decisions that someone took
but more importantly we
we make design decisions all
days without realizing the letter that
we use in an email or in a presentation
of powerpoint or in the case of crime
that we put on the door of the office or
at the door of the building asking that
please open the door to those who
come out all those are decisions of
design that affects our life and that of
those around us
but this was not always the case, that’s my
father my father was born in 1929 in the
pedroches a small town in the center of
madrid from madrid downtown break
Spain to the pedroches had only twelve
houses and is here in the photo is not the
my father did the photographer studio
where they get a photo some time
they went to madrid
It is probably the first photo of his
life is in my father’s house in that
my son probably saw me
he would have lived all his life in that house
just like his father and his grandfather and
solángel leftovers from being shepherds
of sheep
however when he was only 10
year-old is a little closer
he was only 10 years old in 1939 something happened
that transforms him from that future pastor
of sheep
the boy that we see in the photo that
year the Spanish civil war was
coming to an end
my father and a group of friends had
left to play and found in the field
one hand Granada near pedroche not
there had been fighting there was nothing
to fight
another step to another when they had passed
over there like it can only happen to
a group of 10-year-olds does not
they had a better idea than to try
disarm the grenade exploded
some died instantly others
they were seriously injured
my father that same night totally the
vision long after day already
I had finished my career
I had been working in an agency for a long time
my father asks me hear you what you
you dedicate as if it were the most
fool of the world
for the designer
yes yes I already know that but in what
consists
I did not realize my father
had been blind at 10 years old in
a small town in rural Spain that
relationship with the design we will have each
one of us if they were not staying
blind in 1939 in a totally
away from the world
my father probably saw
Daily paper sheets printed letters
yellowish with brown tape
He stained his hands but there was no
magazines there were no road signs
public
the cinema was a spectacle of the great
city the television had not been
invented told me mommy am i designed
to apply I designed the notices
which is in newspapers and magazines
tells him to write the texts not in
I’m not a designer
titles write the editors that
work in the agency next to us
God writes the texts and we with
those texts do the ads says
then they draw the letters
able that my father has seen in a village
a little bigger than pedroches some
painter of letters decorate the facade of
a trade
not really the well- drawn letters
are the files that were
typographies
10,000 on the computer but not them
drew I took pictures of the
illustrations actually when we do
a photo and the traction tonys
we call a photographer and illustrator
we explain that what we want is not what
they do not surround us and we use it
but then what the fuck are you doing
then trying to explain the charro
I put all of that on a sheet and I try to
be the structure and shape
I put a headline up a text below
with a logo many times an image
in the middle father I know what you do
stages books
if dad do book covers
formally the covers of the books do not
they are so different from advertising it
They seem pretty if it was a good
logic was a good anchor so that my
father understood what I was doing and
I could have a reference of his life
from his childhood the way and these books
when I was little but it left me thinking
because the goal of the book cover
is to inform the potential reader that
will come out of the seduction text so that
I bought it and that’s what the
advertising
my father to forgive and even more so the
advertising the ones designed for
make them more difficult because
names of the stage of the books not
they are always clear
thanks to the design of that stage the
potential reader can be given when I go
to realize that the first edition of
the lord of the rings were treated
of jewelry or that the grapes of anger of
steinbeck was a novel that was
develops in the great depression
American had nothing to do with the
viticulture
my father had taught me
that if the headlines of the notices are
the text
the design is the context that surrounds it and
in what is the context of the of the
announcements
the design is not then capricious not
it’s random they have why it’s not limited
simply to the shape and decoration
but before I continue talking I want to
tell them about the power of context
has to change the meaning of the
things can be a son of a bitch before eta
because they are signing the capacity of
context of changing the meaning of
text is awesome
If I do while you tell me heal
Carlitos reach 50
no son of a bitch they do not mean the same
that what I thought inside deeper
when a truck driver came across me in the
route when I was driving here
I tell you that this is a great
son of a bitch is not the son of a bitch anymore
great that they have seen their lives
it’s not the same as what I refer to the judge
football weekend game
past is so strong the power of
context of altering the things that
we can create and put expressions
impossible
even the context has not meant them
until you understand or say that someone is a
son of re against thousand whores is impossible
mother there is only one
literally though the expression
it is understood and at the same time the
context does not help us change all
this way of understanding reality
facebook changed the relationship between
people
facebook like the whole spectrum of
human relations across the spectrum
human meanings and summed it up in
one in the minimum information unit
he likes me I like it is zero the 1 is
a binary code is a key of light
that turns on and off
there is no I do not like that would be
part of the state are two I like or nothing
however he likes me means
many things if for example a boy
she likes me all her bikini photos
last summer he’s wanting
lift i like friends are a photo
with his family the woman the children the
dog and a long long time ago
that I do not see a like it means look
the truth that it has been so long since
I see you would not know where to start
to write you but good I put you
I would like this and I wish you the best
I like it when an article was made and
right away the height that someone puts on me
like what you are saying is that I
recontra embol alerted that you climbed but
if it was voice assured that it is
well I like it when your teenage daughter
upload photos doing trampita a like
It means a girl who is watching you
if you go to live out the cell phone
pain with 18 years I like
all these communications are so
complex and as varied and based on
a fact as minimal as I like are
possible because there is a context
common among people who
dimensions means how the
People know and understand that
it means I like what can
decode though
an unknown person likes me all
your bikini photos from last year
the thing gets complicated is in the absence of
context of absence of relationship and the
communication generates rejection
my father taught me that the goal the
design is to create a context that allows
communication a context that helps
that the message has been transmitted from the
correct form
just like what happens when you put me
like the photo of your friend who has long
that is not in advertising the design is
think the interlocutor is to think about the
viewer and understand what it is that
we need to transmit to that person
therefore the design is not arbitrary
neither is embracing nor capricious
design part of a clear objective and by
Therefore aimless aimless
Of course there can not be a design but
the design the art of design too
is done thinking about the future because the
moment that we are designing not
we know the person who is going to
to receive
we do not know how you do not know
like or we can intuit what we know
personally the designer has to
have the sensitivity to create a
context that allows you to understand the message
clearly in a consistent way
more so when the power of context
is such that it can ruin all the
communication design reaction
of design is an action that implies
a lot of responsibility
the last lesson that I was taught about
design that my father taught me is the
next in 2002 my daughter jimena was born
higher
I wanted my dad and my father the
Montevideo knew it reaches my
father
but the salary of my wife and mine
my wife’s designers themselves do not
allowed to travel to Madrid to take
the baby
my father was seventy years old
and I did not feel or strongly as
to travel soon my brother
old for work to madrid and he brought
success with it was a gift that
did my father gimeno
but the success did not come only kilos and
had with this photo
my father had found the way to
being personal means significant a
gift that would otherwise have been
anonymous and far
this deposit and this photo that still
is in the room of jimena are the
choice of the last election of
design my father that anyone can
design that it does not matter not to know
very important tools for not knowing
draw does not matter if you do not have the attribute
most basic to the design that is the
seen what is needed is to think about the
another and plan and anticipate how
we want him to feel and that is the basis
of all good design
thank you very much
[Applause]
[Music]
”
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