Te-Sian Shih

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Te-Sian Shih ("TS") 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?

TS : I graduated from Pratt Institute master degree's Master degree in Packaging, Identities, and Systems Design. After I graduated I became a branding, visual, and package designer. I won many International Design Awards such as A Design Awards, IDA International Design Awards, and Muse Design Awards. Besides, I have been a jury member of Switzerland's Calanca Poster Biennale 2023 and was also a Final Critique Guest Artist at Pratt Institute's Master of Science in Packaging, Identities, and Systems Design department. Moreover, I was a Jury Member of the 2023 Wei-Chuan Mother's Day Drawing Competition hosted by the World Journal 2022 and 2023. My graphic design works have been published in NYC, Paris, Italy, and Brussel City Hall...etc.

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

TS : I studied marketing during my college years and participated in a city marketing exhibition competition that involved schools from across Taiwan. Marketing and design are closely related fields, with marketing handling copywriting and concepts, while graphic design for brand identity serves to convey the entire concept in a way that's understandable to everyone. Some interesting designs can even pique the audience's interest, leaving a deeper impression of the brand and potentially turning them into loyal customers. Therefore, becoming a brand designer who understands the marketing market is my aspiration.

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

TS : I chose to become a designer, like I said before marketing and graphic design rely on each other.

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

TS : brand identity, visual design, package design, advertisement design, poster design, booklet, catalog, book design, brochure, banner, UIUX, web design, social media post design, t-shirt, bags, and anything that needs visual design.

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

TS : Always learning and having good communication skills.

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

TS : A great designer not only creates visually appealing designs but also understands client needs and maximizes their objectives. Furthermore, a great designer infuses their work with a positive spirit, as ideas are crucial for conveying the intended message. They may even use their design work to contribute to alleviating societal issues.

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

TS : Indeed, excellent design has the power to convey ideas and spirit, evoking resonance, and it's through this resonance that potential customers can become loyal ones.

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

TS : The value of design is truly priceless, as it encapsulates the life experiences and societal insights of its creator. It combines a keen understanding of the market with an innate sense of logical aesthetics. Not everyone can accurately grasp market trends, convey client visions, or even create entirely new trends.

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

TS : For the society and people who need help. In Capitalism, many people need help and may feel tired and depressed sometimes in their daily lives. If I had time, I would communicate encouraging messages by through my graphic design.

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

TS : To do the urban redesign. I joined a class when I studied at Pratt Institute that related to urban and environmental redesign. For example, NYC's subway stations are old, so probably can do some redesign like my home Taiwan's subway system.

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

TS : Always learning? There is no secret actually.

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

TS : Milton Glaser and Marc Rosen who is the best perfume package designer in the world and my professor. I live in NYC so they are all legends for me.

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

TS : Actually, many designs, I always like to see many different skills and concepts.

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

TS : My poster and branding design projects. I really can convey what companies think of myself through my visual design, and make people be my companies or my fans.

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

TS : The same, always learning and be a hunger for every new trend.

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

TS : Be an office worker and a seller in Taiwan?

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

TS : Design is to solve problems and convey the ideas.

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

TS : All my professors at Pratt Institute. They are really professional.

DL: What helped you to become a great designer?

TS : Do the design project every day even though I don't have to work

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

TS : Family and friends' lack of understanding is a common challenge, especially in Asia where age is often a concern. Of course, things have improved in recent times. There's also the worry that being a designer may not yield a substantial income, which is a valid concern. In contrast, in the United States, people tend to be less judgmental and believe that there are many paths to success. As long as you can find your way and achieve success, the specific path you choose is less relevant. Taiwan has been making progress in this regard, but some still believe that sticking to traditional routes is safer.

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

TS : Keep in mind to know what is for. Why should I do it? who and what was I made for? After understanding all these questions, designers will know how to present.

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

TS : Branding design. Maybe I will make some motion designs for my projects.

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

TS : Becoming a freelancer currently, and of course, being an entrepreneur is even better. However, the ability to frequently attend exhibitions and work in different countries is truly wonderful. I enjoy making friends and delving deep into understanding local cultures as a source of inspiration for my creations.

DL: How does design help create a better society?

TS : Like one of my projects which combines Chinese and English to represent Love. That design project encouraged many New Yorkers during the pandemic. NYC died many people and got influenced by the pandemic a lot, so many people felt depressed and unhappy at that time.

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

TS : I like to communicate with different companies and people

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

TS : Every design project gave me the satisfaction. I treat each design project as if it were my baby.

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

TS : I do hope AI won't really affect the design industry. If it will not influence the intellectual property rights and is just for making the design maybe it's ok. However, I know in NYC some design organizations are afraid that AI will not care about intellectual property rights.

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

TS : More and more about technology. However, the brain is the most important thing always.

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

TS : It depends on the whole content.

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

TS : I started with branding identity and know the concept and fit colors.

DL: What is your life motto as a designer?

TS : Living life. Every day, people are creating history.

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

TS : Design sets the trends. We are the brands to represent ourselves.

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

TS : Computer or drawing.

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

TS : Adobe suits

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

TS : Being able to convey ideas accurately.

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

TS : What are your ideas?

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

TS : Such amazing elements and how to do it?

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

TS : Sometimes, but the best design partner is myself.

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

TS : People I have interacted with in my life. Everyone has their own life story.

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

TS : Some Japanese books and books with cool design elements.

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

TS : Search on the website or always practice.

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

TS : All the big brand companies' designers, and directors. I want to discuss with them about the success of the branding.

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

TS : Yes, and always has to learn new things.

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

TS : I like summer and spring. High-end brands with elegant design. I like Paris and Italy's graphic design as well. Manhattan also has an excellent building and graphic design.

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

TS : When I was a beginner, I used Adobe Illustrator to make a magazine. It's too big to upload on Google Drive. One of my classmates couldn't upload on Google Drive and my professor said my file was too big. Now I use Indesign to make books. Everyone laughed at that time.

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

TS : I created a new baby(my design project)

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

TS : Yes, I have a very great sense of colors and beauty.

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

TS : I will be a multiple designer who can do marketing and writer also. Some organizations asked me to be a writer.

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

TS : I don't chase trends; trends should chase me.