Shogo Tabuchi

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Shogo Tabuchi ("ST") 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?

ST : I studied programming at university, which gave me opportunities to explore digital art and interactive design. This combination of technical knowledge and creative curiosity has formed the foundation of my design approach. Through practical experiences, I have developed a wide range of skills, shaping my current style and methodology.

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

ST : My motivation comes from solving problems and creating new value through design. Seeing how design positively impacts people's lives and businesses brings me immense joy, and this is the primary reason I chose to become a designer.

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

ST : Becoming a designer was a path I chose for myself. I was naturally drawn to the field because of its unique blend of creativity and problem-solving, which I found incredibly compelling.

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

ST : I primarily design websites, branding, and interactive experiences. In the future, I would like to take on large-scale projects that blend digital and physical elements or explore immersive spatial design.

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

ST : Find your strengths and hone them relentlessly. Be open to feedback, maintain a willingness to take on new challenges, and never stop learning. Staying adaptable to changing trends and technologies is also essential for growth and success.

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

ST : A good designer creates visually appealing and functional designs. A great designer goes deeper, understanding the problem thoroughly, aligning designs with strategic goals, and crafting solutions that resonate emotionally with the audience.

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

ST : A great design effectively solves the problem, provides an intuitive and pleasant user experience, and conveys the brand's message clearly. The balance of functionality, aesthetics, and emotional impact is critical when evaluating good design.

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

ST : Good design enhances user experience, builds brand trust, and drives business success. It fosters deeper connections with the audience and generates long-term loyalty and credibility. In competitive markets, good design serves as a decisive differentiator.

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

ST : If I had the time, I would design an educational curriculum for design beginners and young creators. It would go beyond teaching skills and techniques, incorporating the fundamental value of design and its impact on society and business.

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

ST : I aspire to create a platform that connects Japanese digital creators and their works. This platform would spotlight talented creators and projects that often go unnoticed, fostering new opportunities for collaboration and interaction in innovative ways.

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

ST : My secret to success lies in "curiosity" and "empathy." Constantly thinking from the user’s perspective and deeply exploring what they need leads to designs that resonate emotionally. Additionally, by continually learning new skills and technologies, I can consistently create fresh and valuable work.

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

ST : Bruno Munari is a significant source of inspiration for me. His designs seamlessly blend aesthetics and functionality, with a playful spirit that reflects profound philosophy. His diverse approaches to education and art demonstrate the potential of design to fulfill a role beyond mere visual expression, contributing to society.

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

ST : I admire the furniture designs of Ronan and Erwan Bouroullec, particularly pieces like the Rope Chair and Ploum Sofa. These works are simple yet innovative in form, with masterful use of materials. They not only captivate visually but also consider tactile experiences, bringing a special sense of comfort and sophistication to everyday life.

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

ST : One of the greatest designs I consider is the character design of the Pokémon series. Characters like Pikachu and Charizard from the early series are simple yet brimming with personality. They are universally beloved, appealing to a wide age range, making them outstanding examples of iconic design.

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

ST : To become a better designer, I believe in three key practices: Continuously learning and staying aware of trends and technologies. Actively seeking feedback and refining your work. Exploring diverse fields to broaden perspectives. I have applied these principles myself, growing both creatively and strategically.

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

ST : If I hadn’t become a designer, I would have pursued a career as a music producer or sound designer. Music is a significant source of my creativity, with its power to convey emotions and stories. Like design, music has a profound impact on people, which I find equally inspiring.

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

ST : Design is the art of problem-solving and value creation. It’s a means of enriching people’s experiences by blending beauty with functionality. Great design has the power to transform ideas into meaningful interactions.

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

ST : Mentors and colleagues I encountered throughout my career have played a significant role in my growth. Their guidance and collaboration have been invaluable to me.

DL: What helped you to become a great designer?

ST : Valuing curiosity and experimentation has been crucial. Trying new approaches and collaborating with people from diverse fields have broadened my creative perspectives and strengthened my problem-solving abilities.

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

ST : One major obstacle was finding the balance between creativity and practicality. Learning how to align innovative ideas with client goals wasn’t easy. Another challenge was overcoming a lack of confidence, which I addressed through continuous learning and experience.

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

ST : I believe it is essential for designers to clearly communicate the intent and story behind their work. Rather than simply showcasing visuals, sharing how the design addressed specific challenges and the process behind achieving the results fosters a deeper understanding and connection. Additionally, combining consistent visuals with concise and impactful messaging makes presentations more effective.

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

ST : Currently, I am working on building the recruitment branding for a major Japanese company. This project challenges me to visually and experientially represent the company’s culture and values. Moving forward, I aim to continue providing new value through projects that focus on interactive design and enriching user experiences.

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

ST : My ultimate goal is to create a community where designers can learn from and inspire each other through S5-Style. I envision this platform offering opportunities for emerging designers to showcase their work and connect with other creators and industry professionals. My vision is to grow S5-Style into a trusted design community recognized both in Japan and internationally.

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

ST : I feel clients and society expect me to bring fresh perspectives and innovative ideas. They also look for design to go beyond aesthetics, contributing to tangible problem-solving and value creation. To meet these expectations, I strive to consistently deliver high-quality outcomes.

DL: How does design help create a better society?

ST : Design has the power to solve problems and enrich lives. It can also promote diversity and inclusivity. For example, accessible design helps provide equal opportunities for everyone. Moreover, design can raise awareness of critical social issues through impactful visual messaging.

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

ST : I am currently excited about a project to develop the recruitment branding for a Japanese company with over 1,000 employees. This project involves not only visually representing the company’s values but also crafting taglines and messages that resonate with both applicants and employees.

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

ST : The project that brought me the most satisfaction is my portfolio site, S5 Studios. By incorporating fluid navigation and interactive elements, it created a space that embodies my design philosophy.

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

ST : I hope to see greater diversity and inclusivity in the design industry. As the use of AI and technology continues to grow, I also wish for a renewed appreciation of human creativity and storytelling. Furthermore, I would like design to be increasingly recognized for its social impact and importance.

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

ST : I believe the design field is moving towards a fusion of physical and digital experiences. For instance, designs leveraging augmented reality and virtual reality will likely become more mainstream, integrating more deeply into people’s daily lives.

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

ST : The time required depends on the scale and complexity of the project. Smaller projects may take a few weeks, while larger ones can take several months. Effective schedule management and feedback processes are particularly critical for projects involving multiple stakeholders.

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

ST : I begin a new project with research and thorough discussions. Understanding the client’s goals, challenges, and the needs of the target users is the first step. After that, I organize ideas, refine the concept, and clarify the design direction.

DL: What is your life motto as a designer?

ST : My motto as a designer is to balance "creating designs that resonate with others" and "having the intent to generate unique value." This dual focus has become the foundation, or "axis," of my design career.

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

ST : I believe both influence each other. Great design can create new trends, but societal and technological advancements often shape the direction of design trends. The key is to remain focused on intrinsic value rather than merely following trends.

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

ST : Technology serves as a crucial tool for bringing ideas to life. Especially in interactive design and digital projects, leveraging the latest technology enriches the user experience and expands the possibilities of what can be achieved.

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

ST : I frequently use Adobe Creative Suite and Figma in my daily work. For mockups and prototyping, I utilize a range of tools, from simple sketches to 3D software. A notebook and pen are also indispensable for organizing ideas.

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

ST : Color, materials, and ambiance significantly impact the emotional resonance of a design. For instance, color shapes the visual impression, materials offer tactile experiences, and ambiance defines the overall feeling of the design. Balancing these elements creates more engaging and effective designs.

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

ST : I would love for people to ask questions like, "What was your intention behind this design?" or "What kind of impact did you aim to create for the users?" These questions provide an opportunity to share the story and process behind the design.

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

ST : I think, "Why is this so compelling?" I analyze not just the visual aspects but also the problems the design addresses and how it delivers its intended experience.

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

ST : An ideal design partner is someone who brings different skills and perspectives while working collaboratively toward a shared goal. I firmly believe in co-design, as it broadens perspectives and fosters greater creativity.

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

ST : The mentors and colleagues I met early in my career had the most significant influence. They taught me not only the importance of design but also problem-solving and user-centered thinking. Additionally, interactions with clients have often provided new insights and ideas.

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

ST : One of the books that had the most significant impact on me is Design Rule Index by William Lidwell. What makes this book exceptional is how it explains design principles with concrete examples, making them easy to apply to real projects rather than remaining abstract theories. It has helped bridge the gap between theory and practice, deepening my understanding of design.

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

ST : Practical experience through real projects has been the most critical factor in developing my skills. I’ve consistently taught myself new tools and technologies and analyzed the works of other creators to expand my skillset. Additionally, I’ve embraced learning from failure and being open to feedback, which has been vital for growth.

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

ST : I would like to meet my future self to discuss past failures and successes.

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

ST : Awards and recognition are invaluable as they validate my efforts and achievements. However, fame itself is not my goal. My primary focus is on delivering value to society and people through design.

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

ST : My favorite place is my living room at home. Surrounded by my favorite furniture, it provides the ultimate space for relaxation and inspiration. The room features a contemporary-designed table and chairs that harmonize perfectly with the space. My favorite color is white, which I often use as a base for furniture and interior design. Enjoying a coffee while reading a book or brainstorming design ideas in this space is my ultimate bliss.

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

ST : Once, I traveled three hours by bullet train for a client meeting, only to have it canceled because the client was in a bad mood. At the time, it was shocking, but now it’s a funny story I share with colleagues.

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

ST : The moments when my work is celebrated at awards or events, which happen once a year, are the ultimate joy as a designer. The recognition and feedback I receive in those settings fuel my motivation for new challenges. Even during daily design tasks, recalling those moments gives meaning to my work and propels me toward the next goal.

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

ST : As a child, I loved drawing and creating things. Back then, I dreamed of becoming a game designer and was deeply fascinated by building imaginary worlds.

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

ST : I believe the future will hinge on the harmony between technology and nature. A thousand years from now, design will seamlessly integrate into every aspect of daily life, offering more personalized experiences. Sustainability will also evolve into an even more critical theme.

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

ST : Design is not merely about aesthetics; it’s a tool for delivering value to society and people. I’ll continue to push boundaries and aim to create designs that offer better experiences and ideas. I’m sincerely grateful to everyone who supports me.