SU WAN LING

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer SU WAN LING ("SWL") 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?

SWL : I originally studied nursing, but I switched to design during my university and graduate studies, eventually graduating from the Visual Communication Design Department at National Yunlin University of Science and Technology.

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

SWL : Design is about interaction between people, and the various changes make it very interesting. I enjoy engaging in creative work.

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

SWL : Having initially been in a nursing program and earning a nursing license, I realized even more strongly that I wanted to pursue a career in design and illustration. This desire grew stronger, and becoming a designer has made me appreciate it even more.

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

SWL : My primary focus is on packaging design, as well as brand planning. I enjoy starting from scratch and gradually creating a unique identity for a product or brand.

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

SWL : I maintain a passion for life, continuously trying new things, and staying enthusiastic about design.

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

SWL : An excellent designer can better meet clients' needs, while a great designer can meet those needs and embody the value of design and art, achieving a balance between the two.

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

SWL : I believe the goal of design is very important. Whether it is addressing the product issues and market positioning provided by the client, achieving a balance between visual and commercial value through design, rather than just aesthetics.

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

SWL : Design is like an organizing process, where you work with the client to understand the personality and strengths and weaknesses of a brand or product. By reflecting this personality in the design, the target audience can quickly remember and understand it, maximizing the design’s impact.

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

SWL : I aspire to create my own packaging brand, testing marketing outcomes according to my own methods. Since packaging design is closely linked to marketing, I believe building a brand would be very interesting and help designers grow in their roles on the brand side.

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

SWL : I hope to work on comprehensive brand planning projects, including the visual aspects both inside and outside the store.