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Interview with Xiong Zhang |
Home > Designer Interviews > Xiong Zhang |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Xiong Zhang (XZ) for A’ Design Award and Competition. You can access the full profile of Xiong Zhang by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
XZ: I have been working in design for over thirty years, creating over 200 packaging designs and gaining extensive experience in urban landscape design and corporate visual identity systems. I have won several design awards, including the Red Dot Award from Germany and the China Star Award. I majored in visual communication design in college and have taught in the Packaging Engineering Department at Southwest University in China. I have always been passionate about design, aiming to improve people's lives through it.
FS: Can you tell us more about your company / design studio?
XZ: I am currently the design director of Chongqing Yihe Corporate Image Design Studio. Our studio focuses on corporate image design, urban landscape design, and urban-rural planning. We emphasize the harmony between humans and nature, striving for eco-friendly and low-carbon design by using natural materials.
FS: What is "design" for you?
XZ: To me, design is a profession that solves problems through the creation of beauty. It requires a comprehensive understanding of human nature and societal realities, helping products gain recognition in the market. Additionally, design should have social value, considering the sustainable development of the environment and ecology.
FS: What kinds of works do you like designing most?
XZ: I enjoy designing packaging the most, especially for daily chemical products, food, and agricultural products. Urban landscape design and corporate visual identity systems also capture my interest.
FS: What is your favorite material / platform / technology?
XZ: I prefer using natural materials because they are more eco-friendly and low-carbon. Technologically, I rely on digital tools but always prioritize the ecological relationship between humans and nature in my design process.
FS: When do you feel the most creative?
XZ: I feel most creative during the initial stages of design. This phase is full of challenges and excitement as I delve into understanding the client, analyzing the market, researching the product, and establishing the design concept.
FS: Which aspects of a design do you focus more during designing?
XZ: I focus on the ecological relationship between humans and nature, striving to use eco-friendly and low-carbon materials and processes. I also pay attention to often overlooked details in daily life, aiming for designs that embody natural states.
FS: What kind of emotions do you feel when you design?
XZ: When I design, I feel a sense of fulfillment and excitement. Designing is a creative process for me, allowing me to express my ideas and viewpoints, which makes me feel very excited and satisfied.
FS: What kind of emotions do you feel when your designs are realized?
XZ: When my designs are realized, I feel extremely satisfied and proud. Seeing my designs come to life and being used by people brings an indescribable joy and sense of accomplishment.
FS: What makes a design successful?
XZ: A successful design needs to meet multiple requirements. Firstly, it must address the needs of the client and resonate with the target audience. Secondly, successful design should be innovative and unique, capturing people's attention and leaving a lasting impression. Most importantly, successful design should be practical, durable, and adhere to principles of sustainability.
FS: When judging a design as good or bad, which aspects do you consider first?
XZ: When judging a design as good or bad, I first consider its innovativeness and practicality. Secondly, I look at whether the design resonates with the target audience and meets their needs. Finally, I consider whether the design adheres to principles of sustainability and has a positive impact on the environment and society.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
XZ: As a designer, I believe we have a responsibility to make positive contributions to society and the environment. We should design products and solutions that address social issues and are environmentally friendly. Additionally, we should actively participate in social welfare activities, contributing to social development and environmental protection.
FS: How do you think the "design field" is evolving? What is the future of design?
XZ: I believe the design field is constantly evolving and changing. With advancements in technology and shifts in society, the forms and methods of design are also evolving. In the future, I think design will focus more on innovation and sustainability, with designers playing increasingly important roles in creating a better future for society and the environment.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
XZ:
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
XZ: My design inspiration comes from various aspects of life. I nurture my creativity by observing life's details, communicating with people, reading books, and visiting exhibitions. I believe inspiration can come from anywhere, as long as you maintain an open mind and keen observation.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
XZ: My design style can be described as modern, emphasizing practicality and environmental friendliness. I like to use natural materials and eco-friendly techniques, pursuing simplicity without sacrificing aesthetics. My design approach begins with understanding people's needs, focusing on practicality and functionality, while also emphasizing innovation and uniqueness.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
XZ: I live in Chongqing, China, and I believe my cultural background influences my designs to a certain extent. Traditional Chinese culture has a profound impact on me, and I incorporate some traditional elements into my designs, emphasizing the inheritance and development of traditional culture. During the design process, I consider the characteristics and needs of Chinese culture, which can be both advantageous and challenging.
FS: How do you work with companies?
XZ: My collaboration with companies involves understanding client needs, conducting market analysis and product research, proposing design solutions, communicating and revising with clients, and ultimately implementing design solutions into production. I collaborate with relevant departments and teams within the company to complete design projects together.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
XZ: My advice to companies in selecting designers is to consider the designer's professional abilities and experience, as well as whether they align with the company's needs and culture. Additionally, companies should establish good communication and cooperation with designers, maintaining an open attitude and providing constructive feedback.
FS: Can you talk a little about your design process?
XZ: My design process involves understanding client needs, conducting market analysis and product research, proposing design solutions, communicating and revising with clients, and ultimately implementing design solutions into production. I emphasize communication with clients and collaboration with teams to complete design projects together.
FS: Can you describe a day in your life?
XZ: My daily life includes communicating and collaborating with clients and teams, conducting market analysis and product research, attending industry conferences and events, etc. I also allocate time for creativity and design, maintaining my passion and enthusiasm for the design field.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
XZ: For young designers, I would like to share some words of wisdom. Firstly, maintaining curiosity and a thirst for knowledge is crucial. Continuously learning new skills and expanding one's horizons is key to growth. Secondly, emphasis should be placed on communication and interaction with others to understand client needs, market trends, and user experiences, which are vital for successful design. Lastly, daring to experiment and innovate, pushing the boundaries of comfort zones, is essential for progress and development.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
XZ: From my perspective, one major advantage of being a designer is the ability to solve problems through creativity and aesthetics, offering people delightful experiences. However, there are challenges too, such as the need to constantly adapt to client demands and market changes, as well as facing time and competitive pressures.
FS: What is your "golden rule" in design?
XZ: My "golden rule" in design is always to prioritize the user. Whether it's product design or spatial design, considering user needs and experiences is paramount to creating works that truly resonate with people.
FS: What skills are most important for a designer?
XZ: The most important skills for a designer include creative thinking, communication, technical proficiency, and teamwork. Creative thinking helps designers find novel solutions and points of innovation, while communication skills and teamwork enable effective collaboration with clients, team members, and stakeholders.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
XZ: During the design process, I primarily rely on digital tools such as Adobe software (e.g., Photoshop, Illustrator, Blender) and CAD software. Additionally, I draw inspiration and gather information from books, online resources, and field visits.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
XZ: Designing is indeed time-consuming, but I manage my time effectively by prioritizing tasks, adjusting workflows, and ensuring projects are completed on schedule.
FS: How long does it take to design an object from beginning to end?
XZ: The time required to design an object from start to finish varies depending on the project. Generally, initial stages like requirement analysis and concept generation may take days to weeks, while detailed design and production phases may take several months or longer.
FS: What is the most frequently asked question to you, as a designer?
XZ: As a designer, one of the most frequently asked questions I encounter is how to translate design concepts into practical products or solutions, and how to ensure designs meet market demands and user expectations.
FS: Who are some of your clients?
XZ: Some of my clients include companies from industries such as tea, cosmetics, and food, as well as urban planning departments and enterprises. They come from diverse backgrounds and industries, each with their own design needs and expectations.
FS: What type of design work do you enjoy the most and why?
XZ: The type of design work I enjoy the most is packaging design because it allows me to directly connect my creativity and design concepts with products, influencing consumer purchase decisions and user experiences.
FS: What are your future plans? What is next for you?
XZ: My future plans involve continuing to deepen my expertise in the design field, constantly improving my professional skills and impact. I hope to contribute more to society through design, creating better living environments and experiences for people.
FS: Do you work as a team, or do you develop your designs yourself?
XZ: I usually work with a team to develop design projects. Team collaboration allows for brainstorming and improves the quality of the design.
FS: How can people contact you?
XZ: People can contact me through my company, Chongqing Yihe Corporate Image Design Studio, or my email (373707780@qq.com) and social media platforms.
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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