| THE AWARD |
| CATEGORIES |
| REGISTRATION |
| SUBMIT YOUR WORK |
| ENTRY INSTRUCTIONS |
| TERMS & CONDITIONS |
| PUBLICATIONS |
| DATES & FEES |
| METHODOLOGY |
| CONTACT |
| WINNERS |
| PRESS ROOM |
| GET INVOLVED |
| DESIGN PRIZE |
| DESIGN STORE |
| THE AWARD | JURY | CATEGORIES | REGISTRATION | PRESS | WINNERS | PUBLICATIONS | ENTRY INSTRUCTIONS |
Interview with Yunzi Liu |
Home > Designer Interviews > Yunzi Liu |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Yunzi Liu (YL) for A’ Design Award and Competition. You can access the full profile of Yunzi Liu 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?
YL: Prior to college, I had a decade of experience with fine art. Then, my design journey began during my college years when I self-taught graphic design as a passion project. After graduating, I delved deeper into the field by joining UID WORKS, a prestigious design agency based in Beijing, China. Seeking to broaden my horizons and deepen my understanding of design principles, I later embarked on a transformative journey to the United States. Here, I pursued a Master of Fine Arts (MFA) degree in Graphic Design at the esteemed Maryland Institute College of Art (MICA). These experiences shaped me into the designer I am today. I chose to become a designer after majoring in English during college. During my college years, I realized my attraction to visual beauty was as strong as my appreciation for linguistic beauty. Alongside my pursuit of learning new languages, I felt a strong desire to pursue a career in visual art. This convergence of interests and experiences ultimately led me to embrace design as my chosen field, where I could combine my love for both visual aesthetics and linguistic expression.
FS: Can you tell us more about your company / design studio?
YL: As a designer, I have the privilege of working both in-house for the New York School of Arts and ViennArt Academy and independently as a website designer.
FS: What is "design" for you?
YL: Design is my chosen mode of expression, akin to languages I've studied. Just as languages convey stories and emotions, design communicates narratives and ideas. I consider both creator and viewer perspectives to ensure effective communication. Design transcends aesthetics, fostering connection and inspiring change. It's a language of its own, uniting people and sparking dialogue. Through my work, I aim to harness design's power to articulate stories, evoke emotions, and advocate for meaningful ideas. In essence, design serves as a bridge between cultures, ideologies, and emotions, facilitating meaningful exchanges and inspiring positive change. As I continue to explore the boundless possibilities of design, I remain committed to using this language to create impactful experiences that resonate with people on a deep and meaningful level.
FS: What kinds of works do you like designing most?
YL: Currently, my focus lies in graphic design, with a keen emphasis on branding, poster design, and package design. Looking ahead, I'm eager to delve into the realm of three-dimensional design, as I believe it offers exciting opportunities to expand my creative repertoire and explore immersive experiences in design.
FS: What is your most favorite design, could you please tell more about it?
YL: My most favorite design project would have to be the ViennArt Academy branding project. It holds a special place in my heart because it not only allowed me to exercise my creative skills but also played a significant role in establishing the visual identity of an institution dedicated to fostering artistic talent. Being involved in the design process from conception to realization was incredibly rewarding, and seeing the brand come to life across various marketing materials and signage was truly fulfilling.
FS: What was the first thing you designed for a company?
YL: The first project I designed independently was a logo for Eddingpharm, a pharmacy company specializing in cancer treatments.
FS: What is your favorite material / platform / technology?
YL: As a website designer, I have a particular affinity for digital platforms and technologies. I enjoy working with tools like Adobe Suite and Figma. These programs provide a seamless workflow and enable me to bring my design concepts to life with precision and efficiency.
FS: When do you feel the most creative?
YL: I find that I feel most creative when I'm in a relaxed environment with minimal distractions. Whether it's early in the morning with a fresh cup of coffee or late at night when the world is quiet, I tend to be most productive and inspired when I have the freedom to explore ideas without constraints.
FS: Which aspects of a design do you focus more during designing?
YL: During the design process, I place a strong emphasis on both form and function. I strive to create designs that not only look visually appealing but also effectively communicate the intended message and serve the needs of the target audience. Balancing aesthetics with usability is crucial to producing successful design solutions.
FS: What kind of emotions do you feel when you design?
YL: When I'm in the midst of designing, I often experience a mix of excitement, focus, and satisfaction. There's a sense of exhilaration that comes from translating abstract ideas into tangible visual expressions, coupled with a deep sense of fulfillment when I see my designs come together cohesively.
FS: What kind of emotions do you feel when your designs are realized?
YL: Seeing my designs realized elicits a sense of pride and validation. Whether it's seeing a website go live or witnessing the impact of a branding campaign, there's a profound satisfaction in knowing that my work has made a tangible difference and resonated with its intended audience.
FS: What makes a design successful?
YL: A successful design is one that effectively fulfills its intended purpose and resonates with its target audience. It should be visually engaging, functional, and memorable, while also communicating the desired message or eliciting the intended response. Ultimately, a successful design is one that achieves its objectives and leaves a lasting impression on its audience.
FS: When judging a design as good or bad, which aspects do you consider first?
YL: When evaluating a design, I first consider its clarity and effectiveness in conveying the intended message. I look at factors such as visual hierarchy, typography, and overall composition to assess whether the design effectively communicates its purpose. Additionally, I consider elements like creativity, originality, and attention to detail in determining the overall quality of the design.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
YL: Designers have a responsibility to use their skills and expertise to create positive impact on society and the environment. This includes advocating for sustainability, inclusivity, and social responsibility in their design practices. Designers should strive to create solutions that address real-world problems, improve quality of life, and promote equity and justice for all.
FS: How do you think the "design field" is evolving? What is the future of design?
YL: The design field is constantly evolving in response to advances in technology, changes in consumer behavior, and shifting societal values. As we move forward, I believe we'll see a greater emphasis on human-centered design, sustainability, and digital innovation. Designers will play a crucial role in shaping the future by creating solutions that address complex challenges and improve the lives of people around the world.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
YL: My last physical exhibition was the 40 x 40 A'Design Award & Competition Exhibition. Following that event, I transitioned to working in-house. Since then, I've participated in several online exhibitions, but I haven't had the opportunity to hold another physical exhibition. As for my next exhibition, I'm currently focused on my in-house work, but I'm open to considering exhibition opportunities in the future, whether they be physical or online.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
YL: My design inspiration often stems from a variety of sources, including nature, art, literature, and culture. I find that immersing myself in different experiences and exposing myself to diverse perspectives helps fuel my creativity. Whether it's taking a walk in nature, visiting an art exhibition, or reading a thought-provoking book, I draw inspiration from the world around me. Additionally, I actively seek out inspiration online through design blogs, social media, and design communities, where I can discover new trends, techniques, and ideas.
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?
YL: I would describe my design style as clean, minimalist, and versatile. I'm drawn to simple yet impactful designs that prioritize clarity and functionality. My style is influenced by my background in graphic design and my appreciation for both traditional and modern aesthetics. I believe in the power of simplicity and strive to create designs that are visually striking yet easy to understand. My approach to design is methodical and iterative, beginning with thorough research and exploration before refining and executing my ideas.
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?
YL: I currently reside in Virginia, USA. While it's a pleasant residential city, the artistic environment and opportunities here are relatively limited compared to larger metropolitan areas. However, the place that has had the most profound impact on me is my hometown, Qinhuangdao, a small coastal city in China. Geographically, it's small, with a modest population. The weather is consistently pleasant, and there's a distinct lack of stress. I find ample freedom to immerse myself in nature and explore its wonders firsthand.
FS: How do you work with companies?
YL: When working with companies, I prioritize clear communication, collaboration, and a thorough understanding of their goals and objectives. I believe in establishing strong relationships built on trust and transparency, where both parties are actively engaged in the design process. Whether it's through in-person meetings, virtual collaborations, or regular check-ins, I ensure that I am aligned with the company's vision and values every step of the way.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
YL: My suggestion to companies for working with a designer is to prioritize compatibility and shared values. It's essential to choose a designer whose style, approach, and philosophy align with the company's brand identity and objectives. Additionally, companies should look for designers who demonstrate creativity, professionalism, and a track record of delivering high-quality work. Conducting thorough research, reviewing portfolios, and seeking recommendations can help companies identify and select a good designer who is the right fit for their project.
FS: Can you talk a little about your design process?
YL: My design process typically begins with thorough research and discovery, where I seek to understand the project requirements, target audience, and competitive landscape. I then move on to concept development, where I explore various ideas and iterations through sketching, wireframing, and prototyping. Once the initial concepts are refined, I proceed to the design phase, where I bring the concepts to life using digital tools and software. Throughout the process, I maintain open communication with clients or stakeholders, soliciting feedback and making revisions as needed. Finally, I ensure that the final deliverables meet the project objectives and exceed expectations before presenting them to the client for approval.
FS: What are 5 of your favorite design items at home?
YL: I like practical stuff. I've got some coasters that keep my coffee and tea warm, trays with wheels to move my heavy plants around easily, a crystal block where I can drip essential oils for a nice scent, an electric gadget for chopping garlic, and a lamp that melts wax to make the room smell nice.
FS: Can you describe a day in your life?
YL: Certainly! A typical day in my life begins with a hearty breakfast and a quick scan of my schedule for the day. I usually start by tackling any urgent emails or messages, followed by diving into my current design projects. In the evening, I wind down by catching up on industry news, reading design blogs, or sketching out new ideas for future projects.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
YL: To young designers, I'd say embrace every opportunity to learn and grow. Stay curious, experiment with new techniques, and don't be afraid to make mistakes. Seek feedback from mentors and peers, and use it as fuel for improvement. Remember that success in design is a journey, not a destination.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
YL: One positive aspect of being a designer is the opportunity for creative expression and problem-solving. Designers have the power to shape experiences, influence perceptions, and drive positive change. However, the profession also comes with its challenges, such as tight deadlines, client revisions, and the constant pressure to stay innovative and relevant.
FS: What is your "golden rule" in design?
YL: My "golden rule" in design is to always prioritize the end user. Whether designing a website, a product, or a marketing campaign, putting the needs and preferences of the audience first ensures that the design resonates and delivers value.
FS: What skills are most important for a designer?
YL: The most important skills for a designer include creativity, critical thinking, communication, and attention to detail. Additionally, proficiency in design software, knowledge of design principles, and the ability to collaborate effectively are essential for success in the field.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
YL: In my design toolbox, I rely heavily on Adobe Creative Suite, including Photoshop, Illustrator, and InDesign, for digital design work. I also use sketchbooks and notebooks to jot down ideas and sketches, and I draw inspiration from design books, online resources, and industry trends.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
YL: Time management is crucial in design, and I use various techniques to stay organized and focused. This includes setting realistic deadlines, breaking down tasks into smaller milestones, and using productivity tools like project management software to track progress.
FS: How long does it take to design an object from beginning to end?
YL: The time it takes to design an object from start to finish can vary greatly depending on the complexity of the project, client requirements, and other factors. Some projects may be completed relatively quickly, while others may require weeks or even months of iterative design and refinement.
FS: What is the most frequently asked question to you, as a designer?
YL: One frequently asked question I receive as a designer is about the inspiration behind my work. People are often curious about the thought process and creative journey that lead to a particular design concept or solution.
FS: What was your most important job experience?
YL: My most important job experience was working on the ViennArt Academy project, where I had the opportunity to combine my passion for design with my dedication to education. Being involved in the establishment of the school and creating its visual identity was both challenging and rewarding, and it remains a highlight of my career.
FS: Who are some of your clients?
YL: I'm working in-house for the New York School of Arts and ViennArt Academy. Also, I serve various independent businesses and individuals seeking branding, web design, and graphic design services.
FS: What type of design work do you enjoy the most and why?
YL: I particularly enjoy branding work because it allows me to tell a story and create a cohesive visual identity that resonates with audiences. It's a collaborative process that involves understanding the client's values and vision and translating that into compelling design elements.
FS: What are your future plans? What is next for you?
YL: Looking to the future, I'm excited to continue exploring new opportunities for growth and creative expression. I plan to expand my skills in three-dimensional design and interactive experiences, while also seeking out collaborations and projects with designers from other design fields.
FS: Do you work as a team, or do you develop your designs yourself?
YL: As a designer, I primarily work independently, especially for my freelance website design projects. However, I look forward to having opportunities to work in a team.
FS: Do you have any works-in-progress being designed that you would like to talk about?
YL: I'm currently working on creating a series of marketing materials for ViennArt Academy, including videos, brochures, and a website.
FS: How can people contact you?
YL: People can easily contact me through my website, via email: yunzidesign@gmail.com, or my LinkedIn page. I'm open to all inquiries and collaboration opportunities.
FS: Any other things you would like to cover that have not been covered in these questions?
YL: One aspect I'd like to touch upon is the importance of mentorship in the design industry. Throughout my career, I've been fortunate to receive guidance and support from experienced professionals who have helped shape my journey as a designer. As I continue to grow in my field, I'm committed to paying it forward by mentoring aspiring designers and sharing insights from my own experiences.
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.
Press Members: Register and login to request a custom interview with Yunzi Liu.
| SOCIAL |
| + Add to Likes / Favorites | Send to My Email | Comment | Testimonials |
