Siam Attariya

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Siam Attariya ("SA") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

SA : I graduated from Chulalongkorn University with a degree in art education. My first job was a graphic designer at Propaganda, working for clients and designed some products for Propaganda shop, located in Bangkok and exported worldwide. After that, I joined Pink Blue Black & Orange, from 1997 until now.

DL: What motivates you to design in general, why did you become a designer?

SA : I like the way design works, finding new possibilities and making things better. Problem-solving always make me fun.

DL: Did you choose to become a designer, or you were forced to become one?

SA : I chose to be a designer since I was a child, at that time I wasn't quite sure what kind of designer I wanted to be. I love product design, architect, advertising, fashion, graphic, animation and so on, I truly love design.

DL: What do you design, what type of designs do you wish to design more of?

SA : I mostly design books, logos, calendars, all about graphic design but I try to work more on exhibition, interior and new media such as interactive or website.

DL: What should young designers do to become a design legend like you?

SA : Never stop learning, always curious about everything, work hard and have fun.

DL: What distinguishes between a good designer and a great designer?

SA : Good designer make things better, while great designer makes lives better.

DL: What makes a good design a really good design, how do you evaluate good design?

SA : I focus on the impact of design on people in the emotional level, the reason of its existing that make people lives better

DL: What is the value of good design? Why should everyone invest in good design?

SA : Good design can save a lot of money and make more money. Investment in good design generates more economic and sustainable value as the good design makes a product useful, understandable, aesthetic, valuable and meaningful through the thorough thinking process regarding its value, cost, the reason of existing, market need and benefit so on and so forth.

DL: What would you design and who would you design for if you had the time?

SA : I'd like to design the school book for children to help them have more fun and more creative along the process of learning.

DL: What is the dream project you haven’t yet had time to realize?

SA : Museum Design.

DL: What is your secret recipe of success in design, what is your secret ingredient?

SA : Try new things in many new ways, improve and evaluate our design all the time.

DL: Who are some other design masters and legends you get inspired from?

SA : Milton Glasor.

DL: What are your favorite designs by other designers, why do you like them?

SA : I like Colors magazine by Tibal Kalman. It shows me the power of graphic design in term of creating impact.

DL: What is your greatest design, which aspects of that design makes you think it is great?

SA : Creativities unfold 2015 is my favorite project. This project allows me to try something new such as interactive media, graphic environment, ePub, and social media activities. I've learned a lot from this project.

DL: How could people improve themselves to be better designers, what did you do?

SA : Find the better solution to the same problem. Create new possibilities beyond the limitation. Make the most impact out of the least resources.

DL: If you hadn’t become a designer, what would you have done?

SA : Maybe a chef.

DL: How do you define design, what is design for you?

SA : Design is the process of defining and creating situation or product that leads to the expected result.

DL: Who helped you to reach these heights, who was your biggest supporter?

SA : My boss and partner, Mr.Vichean Tow. I've worked with him since I left the university until now.

DL: What helped you to become a great designer?

SA : I still enjoy 'design' and learn new things every single day.

DL: What were the obstacles you faced before becoming a design master?

SA : Everything! I was not a good designer. I knew nothing about design, I just love it. I made a lot of mistakes and tried to learn from them, improved and worked hard. Until one day, I just did it naturally.

DL: How do you think designers should present their work?

SA : Of course, no one knows our work better than us. Sometimes, the final result looks simple but the process along the way is not that simple.

DL: What’s your next design project, what should we expect from you in future?

SA : Branding for a legendary business in Bangkok. I'm still not sure what can I expect from my work. Hopefully, it's fun!

DL: What’s your ultimate goal as a designer?

SA : Make the world a better place for every single life.

DL: What people expect from an esteemed designer such as yourself?

SA : I am just an ordinary man who works hard and lucky enough that people like what I did. So I try to push myself and team further all the time and hope that my clients and audience will like our works.

DL: How does design help create a better society?

SA : Design make lives (things) better, easier, cleaner, greener, safer and so on. And it could create a better society as well.

DL: What are you currently working on that you are especially excited about?

SA : I designed an identity system used for school book covered from grade 1 to grade 12 in 4 subjects for the Institute for the Promotion of Teaching Science and Technology (IPST). Hope the outcome will urge students to have more fun, imagination, and creativity while learning.

DL: Which design projects gave you the most satisfaction, why?

SA : Every project satisfied me. I've always learned something new from them. When you try to make something in a new and different way, it will elevate you to another level.

DL: What would you like to see changed in design industry in the coming years?

SA : What can AI do to beats human creativity?

DL: Where do you think the design field is headed next?

SA : Design, in term of making things look good, will be replaced by templates and software that enable an individual to design by themselves. So, designers' role has to focus on delivering something those technologies cannot offer such as solving difficult problems, complex UI, create meaningful experiences, etc.

DL: How long does it take you to finalize a design project?

SA : It depends on the deadlines. I mostly develop them until the deadlines.

DL: When you have a new design project, where do you start?

SA : I start from the brief. I believe the solution for the project is there.

DL: What is your life motto as a designer?

SA : Create something meaningful.

DL: Do you think design sets the trends or trends set the designs?

SA : Design sets the trend.

DL: What is the role of technology when you design?

SA : Technology is a factor that we include in our design criteria.

DL: What kind of design software and equipment do you use in your work?

SA : I mostly use Adobe Illustrator, InDesign, Photoshop. I just tried Adobe Muse to create our new website.

DL: What is the role of the color, materials and ambient in design?

SA : God is in the details. Every little single element is matter in design for creating a unique experience.

DL: What do you wish people to ask about your design?

SA : I enjoy the process of design along the way. Sometimes the processes are more interesting than the outcome.

DL: When you see a new great design or product what comes into your mind?

SA : I wish I am the one who did it. Ha ha ha!!!!

DL: Who is your ideal design partner? Do you believe in co-design?

SA : Anyone who truly know what they do. I believe in diversity, so I love to work with the experts who have different practices from me. Every time I worked with new people, I've learned a lot of new things.

DL: Which people you interacted had the most influence on your design?

SA : People who have a strong passion and live their lives for it such as Steve Job.

DL: Which books you read had the most effect on your design?

SA : Dr. Slump, a japanese manga series from '80s

DL: How did you develop your skills as a master designer?

SA : I just keep doing my best and learning all the time.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

SA : They are not our goal. Our goal is to deliver the design that solves client's problem. The awards are the evidence that we are on the right track and make our clients confidence in our collaboration. I have no idea about the fame because I just do my best and the works speak for itself.

DL: What is your favorite color, place, food, season, thing and brand?

SA : Pink, London, Thai food, winter, Classic car, and Chanel.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

SA : The entrance door of Humour Business exhibition. We installed an elevator button for the audience to push and the video on the wall would then play the visual that the elevator went down really deep underground. Our attention was to create the fun experience at the beginning of the exhibition. Most people like it a lot except one lady who called the security guard to help her out because she was afraid of our joke.

DL: What makes your day great as a designer, how do you motivate yourself?

SA : When I do something I never believe that I could do it, it makes my day. I love to see people's reaction to something and try to understand what are the reasons behind those. And I'm motivated by Pop Culture.

DL: When you were a little child, was it obvious that you would become a great designer?

SA : No, I was just a child who loved to think something funny and sometimes crazy.

DL: What do you think about future; what do you see will happen in thousand years from now?

SA : Human, at that time, will be smart enough to avoid the mistakes created by previous generations such as war or pollutions. This planet will be the better place for every single life.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

SA : I've 3 kids and it's hard to make the balance with your work, family and etc. but I think I'm quite good so far.