Kazuo Fukushima

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Kazuo Fukushima ("KF") 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?

KF : I was born and raised in Japan and studied mechanical engineering at university. I then studied graphic design at design school and worked for 8 years in a Japanese design firm, where I honed my expertise. After these experiences, I moved to Shanghai and established my own design studio, Shanghai FUDESIGN.

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

KF : My passion for design lies in combining visual beauty and functionality. I chose to become a designer because I felt that through design, I could enrich people's lives and provide inspiration.

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

KF : Becoming a designer was my own choice. My childhood interest in art and the joy of creating naturally led me to design.

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

KF : I am currently working in a wide range of fields including brand design, package design, and web design. In the future, I would like to work more on sustainable design and socially meaningful projects.

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

KF : I encourage young designers to continue to learn and hone their style, and to never be afraid to try and fail. It is also important to interact with other professionals in the industry through networking and being open to feedback.

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

KF : What distinguishes a good designer from a great designer is not only the ability to balance visual beauty and functionality, but also the ability to problem solve and the spirit of innovation. A great designer is always on the lookout for new ideas and provides solutions that deeply understand and exceed the needs of users.

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

KF : Good design must be visually appealing, yet functional and easy to use. A truly good design is one that clearly communicates the brand's message and values. When evaluating, we focus on user experience, visual impact, and market response.

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

KF : Good design can significantly increase the value of a product or service and increase brand credibility and awareness. The reason you should invest is that good design increases customer satisfaction, leads to repeat business, and ultimately leads to business success.

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

KF : If I had the time, I would like to work on design projects that address environmental protection and social issues. I am particularly interested in designs that promote sustainable living and social projects for low-income communities.

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

KF : m project you haven't yet had time to realize? My dream project is a cultural design project that combines local traditional crafts with contemporary design. Through this project, I hope to work with local artisans to create new values while preserving traditional skills.

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

KF : My secret recipe for success is to stay curious and keep up with new technologies and trends. I also focus on deeply understanding the needs of our users and providing designs that exceed their expectations. My "secret ingredients" are passion and staying power.

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

KF : Some Japanese design masters who have inspired me include Isamu Noguchi, Kaoru Kasai, and Nagi Noda. Isamu Noguchi's sculptures and designs always inspire my creativity because of their organic shapes and their harmony with space. Kaoru Kasai's graphic designs are simple yet visually powerful and extremely sophisticated. Nagi Noda's unique and playful designs delight and surprise the viewer and expand the possibilities of design.

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

KF : Isamu Noguchi's Akari Light Sculpture is a particular favorite. His work is characterized by an organic design that skillfully balances light and shadow, bringing a soft warmth to the space. Kaoru Kasai's graphic designs, especially his poster works, are simple yet visually powerful and extremely sophisticated. His designs impress with their ability to convey a strong message with few elements. In Nagi Noda's work, I love her advertising design and art direction. Her unique and playful style always surprises and delights the viewer and expands the possibilities of design.

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

KF : My proudest design was the Shanghai Yuyuan gift box branding project. For this project, I worked closely with the team to reimagine the design as part of a larger brand strategy. This significantly increased the client's brand awareness and market value.

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

KF : To grow as a designer, it is important to keep learning. Learning new techniques and trends and observing different areas of design helps. I myself regularly attend workshops and seminars and try to be open to feedback from other designers.

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

KF : If I hadn't become a designer, I would have become a carpenter. Architecture is another creative profession that combines functionality and beauty, and is a field that interests me.

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

KF : Design is a means of problem solving and expression. Design is not only about visual beauty, but also about functionality, user experience, and communicating a message. To me, design has the power to enrich people's lives and have a positive impact.

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

KF : My family, friends, and wonderful mentors have supported me throughout my career. In particular, my supervisor at my first design agency shared a lot of knowledge and experience with me and helped me grow.

DL: What helped you to become a great designer?

KF : A lot of practical experience and continuous learning helped me to become a great designer. It was also important to be open to feedback and learn from my mistakes. Being exposed to different cultures and perspectives helped me broaden my design horizons.

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

KF : When I started my design career, I was faced with a lack of experience and technical limitations. I also had difficulty communicating with clients and balancing self-expression with their needs. However, overcoming these obstacles helped me become a stronger and more effective designer.

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

KF : The following points should be emphasized: * Telling a story. * Showing the process * Highlight important features * Show examples of actual use * Obtain the client's permission.

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

KF : One ongoing project is a branding project for a local start-up company in Japan. The company is developing innovative eco-friendly products and is in the process of designing a logo, packaging design, and marketing materials to strengthen their brand identity.

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

KF : My ultimate goal as a designer is to positively impact society through design. Specifically, it is to continue to pursue designs that are sustainable, inclusive, and valuable to users. I also aim to contribute to the development of the design community as a whole by passing on my experiences and knowledge to the next generation of designers.

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

KF : Innovative ideas, high professionalism, user-centered design, contribution to the industry and community.

DL: How does design help create a better society?

KF : * Problem solving: providing creative and effective solutions to social challenges. * Improving accessibility: making products and services accessible to more people. * Promoting sustainability: We work toward a sustainable society through environmentally conscious design. * Improve inclusiveness: provide designs that cater to people with diverse backgrounds and needs. * Enhancing quality of life: creating products and services that make everyday life more convenient and comfortable.

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

KF : A branding and package design project where we will be working with small producers in the region to bring their products to market. Through this project, I hope to contribute to the revitalization of the local economy and the development of a sustainable business model.

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

KF : Our branding project for our Yangmei client in Zhejiang Province. We created a new logo, website, and marketing materials that helped them refresh their brand image. The process of working closely with the client and bringing their vision to life was very satisfying.

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

KF : A greater emphasis on diversity and inclusiveness. I would like to see an environment where designers with different backgrounds and perspectives can thrive and more designs that meet the needs of a more diverse range of users. I also hope that the importance of sustainable design will be further recognized and that environmentally friendly design will become the norm.

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

KF : I see more integration with technology: more designs will utilize new technologies such as AI and AR/VR, making the user experience more interactive and personalized. There will also be an increased demand for sustainable and socially responsible design, and designers will be expected to contribute to society from a broader perspective.

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

KF : It depends on the size and complexity of the project. Typically, it takes several weeks for initial research and conceptual design, and several months for detailed design and revisions. The communication and feedback cycle with the client is also important, and this will dictate the speed at which the project progresses. Overall, the average project takes about three to six months.

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

KF : We start with thorough research. We research the client's vision, target audience, competitors, and market trends to define the project's objectives and constraints. Then we brainstorm and sketch out initial concepts and ideas.

DL: What is your life motto as a designer?

KF : My mottos are "design for the user" and "always keep learning." I try to put the user's needs and experience first and provide designs that are valuable to them. We also believe it is important to keep learning new knowledge and skills because design trends and technologies are constantly evolving.

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

KF : Design and trends are mutually influential. Innovative design can create new trends, while at the same time existing trends can inspire design. The key is not to blindly follow trends, but to understand them and think about how to incorporate them into your own design.

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

KF : Technology plays a very important role in design. Technology can help streamline the design process and help produce higher quality deliverables. In addition, new technologies such as AI and AR/VR enable new and unprecedented user experiences and provide designers with new means of expression. Appropriate use of technology opens up endless possibilities for design.

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

KF : Design software used in your work. * Adobe Creative Suite: Photoshop, Illustrator, InDesign, etc. Equipment * High-performance PCs and Macs: Computers with the processing power needed for design work

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

KF : * Color: Color has the power to convey emotions and messages, increasing visual appeal. Color psychology can be used to influence user emotions and behavior. * Materials: Materials are a determining factor in the texture and durability of a product. Choosing the right materials can enhance the functionality and esthetics of a product and improve the user experience. * Environment: The environment (physical, social, cultural) in which a design is placed influences how it is accepted and used. Especially in different countries, the final design can be completely different.

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

KF : How does this design solve the user's problem?" That's what I want people to ask about my designs. A design should be more than just a visual aesthetic; it should be a solution to a user's needs and challenges. Therefore, we want them to understand the thought process and intent behind the design.

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

KF : First, I marvel at its originality and innovation. Then I think about how the design was achieved, what problem it solves, and what value it provides to the user. I also look forward to finding inspiration and learnings that I can incorporate into my own designs.

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

KF : It is someone who has complementary skills and perspectives and can communicate openly with each other. I believe in co-creation, that when people with different backgrounds and expertise work together, more innovative and diverse ideas can emerge. Co-creation not only improves the quality of design, but also leads to more successful projects.

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

KF : A design professor who was my mentor when I was in technical school. She always took an artistic point of view and made me think deeply about the ethics and social responsibility of design. I also received a lot of inspiration from senior designers and colleagues in the industry, and their experiences and perspectives greatly influenced my own design.

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

KF : Design no genba, Kaoru Kasai's work and surroundings, Bijutsu Techo

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

KF : * Practice and experience: I honed my skills while working on diverse projects and solving real problems. * Continuous learning: I kept learning about new technologies and trends, and actively participated in workshops and seminars. * Feedback: I took feedback from clients and colleagues seriously and worked to improve. * Collaboration: I collaborated with other designers and professionals to bring in different perspectives and skills to improve my own skills.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

KF : Antonio Gaudi. His innovative architecture, incorporating natural forms and organic designs, still fascinates many people today. I would like to hear in depth about Gaudi's creative process, how he was inspired, and the philosophy behind his work. I would also like to discuss how his design philosophy has influenced contemporary architecture and design.

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

KF : Awards and recognition are a great honor and I feel deeply grateful for the recognition of my past efforts. However, being famous also comes with pressure. We have to constantly maintain high standards and take on new challenges. Still, it gives me great pleasure to be able to influence so many people through my designs.

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

KF : * Color: I like fluorescent colors such as pink when all colors. * Location: Goal, Sri Lanka, it has very beautiful people and streets. * Food: Durian. * Season: Winter * Objects: Cloth * Brand: Martin Margiela

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

KF : Meeting various clients all over China. Communicating with various clients in a vast country like China allowed me to learn about the culture and cuisine of each place. Now, even though I am Japanese, I am quite knowledgeable about China.

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

KF : Decide on a daily schedule and goals and work accordingly. Long hours of work don't produce good creativity. If the time is short, motivation naturally increases.

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

KF : I never imagined it.

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

KF : It's hard to predict what will happen in a thousand years, but I hope that the world will be a peaceful place full of love.

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

KF : We are active food and travel bloggers with 100,000 followers on REDBOOK in China. We are also actively involved in the local community and are currently working on collaboration projects as local photo ambassadors.