Ioanna Milopoulou

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Ioanna Milopoulou ("IM") 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: Did you choose to become a designer, or you were forced to become one?

IM : I became a designer in my 40s, so it was actually a very mature decision. Prior to that I studied a discipline that charmed me a lot, that of Political Science and International Relations, later on worked in advertising industry as a Client Service person and finally became a designer. I took my late University degree in Graphic Design some years ago. Obviously, no one forced me. Lots of the tools I use today in my methodology and approach are skills learned from my previous roles.

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

IM : Branding and logo design are among my favorite projects. Posters, too. I enjoy working with copy and messaging, that I also do myself, I consider text as an integral part of the design. Both as form, but most importantly as messaging.

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

IM : Banknotes.

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

IM : Honesty. Imperfection. I don’t particularly appreciate “perfection” in forms and design. No one is perfect. I take a lot of pleasure of seeing the person behind it, of seeing something not all-rounded and polished, artificial or plastic. On the other hand, production values, of the same imperfect design, have to be, oh well, perfect. For some reason I have the feeling that this makes design more appealing, people can relate better to it. Depends on the project too, and obviously I am not the right person for many polished projects.

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

IM : Saul Bass for sure. And Massimo Vignelli.

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

IM : Never satisfied. I keep seeing flaws and potentials that we not realized. It never stops. I still consider myself an apprentice. And I think I always will.

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

IM : Basically one. The decision to expose myself and my work.

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

IM : I find that each project and client demand a different approach. I generally try to make my thinking process visible to clients. To involve them in my creative path. I use materials and means that serve best this practice. I think designers we should present our work with honesty and extroversion. No black box, no golden rules. It worked so far great for me.

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

IM : Involve people. To make them feel or get motivated or get interested.

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

IM : I don't have a clue. Probably not make mistakes. But I am full of them so that makes this a sad thought. I prefer that they expect that I will give all my imperfect design self to my discipline.

DL: How does design help create a better society?

IM : Good design translates into harmony, internal order, care, respect, freedom, peace. These are valuable both to the individual as well as the society as a whole.

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

IM : Researching. Reading. Taking notes. Writing or sketching on my note book. Talking with the client. This off-computer stage of the design process is the most valuable, to me. It allows me to fantasize of the design and of the style of the project. If you allow yourself a good head start, then everything evolves smoothly.

DL: What is your life motto as a designer?

IM : Good design for good people.

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

IM : Both color and materials are paramount. A wisely selected material can turn something neutral to something wonderful and powerful. This is the basic reason I like working on projects that get physical (not digital I mean). Color is my favorite tool. It conveys messages and feelings. Color is a language that doesn’t involve logic, so messages conveyed through it are instantly perceived. Felt. Colors and semiotics are key. As for the ambient, I keep wondering what does it mean. I never seem to manage to create ambient. That stresses me. But you can still be in love without staring at the full moon.

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

IM : Respect for the team that got it through. Enthusiasm, excited that a great job managed to get produced, to get public.

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

IM : Philip Roth, the American writer. A unique master of the (written) language and of human nature.

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

IM : Turquoise, Greek island sea side, sushi, pencil, Moleskine notepads.

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

IM : I never have the same daily program, try to differentiate it, I don’t like routine. I swing between ideas, projects, people. When I don’t feel well or creative in what I am doing, I stop doing it. It always pays me back. It is wise to respect your instinct and limits. It allows me a better time management too.