Shaoyang Chen

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Shaoyang Chen ("SC") 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?

SC : I had a journalism bachelors degree. Before my design career, I briefly worked at NBC Missouri affiliate as a digital producer. After that, I started my design career as an editorial designer at Missourian newspaper (Columbia,MO), Avenue magazine (New York,NY). After graduating from School of Visual Arts with a design master, I worked at San Francisco Film Festival as a branding designer. During this time, I also worked on some freelance projects with film directors, Land Rover, artists and art museums.Currently I am working at Wieden Kennedy and worked on art direction projects for HP and Vacation.

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

SC : I have always been a "magazine junkie" and it was so natural that I got myself interested in graphic design while collecting infinite indie magazines.

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

SC : Yes I am very determined to become a designer as I feel a sense of freedom when I design.

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

SC : I currently working on some art direction projects. In the future, I would love to hop on more films and music project.

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

SC : Hardworking, perseverance and resilience will take them further and higher than where I am now.

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

SC : A good designer can finishes the task and delivers beautiful visual assets. A great designer can come up with a strong idea that people can get it with the first glance.

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

SC : I really focuses on whether a design touches a person's heart. That's the most valuable thing Stefan Sagmeister taught me at grad school.

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

SC : A good design connects people together. Good design makes people feel they are seen and heard.

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

SC : I would start a poster series of my favorite film works.

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

SC : I really want to hop on a branding project for a fashion brand.

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

SC : I learn "300% rule" at Wieden Kennedy. I always bring in 300% creativity when I first started a project. Even there might be any restraints from clients and brands, since we have 300% creativity on the table, clients and I can have more freedom to pick and choose what we want. The final design solution can be as close to as 100% creativity.

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

SC : I recently like Tibor Kalman. He's so cool and his concept is so strong.

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

SC : I really like the newspaper Civilization by Richard Turley. I found this fun newspaper during the pandemic lockdown when I was living in New York City. It gave me so much joy and the graphics are sick.

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

SC : I really like the title sequence I did for Alam Virk's movie Boxed. It has a strong visual concept and completes the fullness of the story as well.

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

SC : Just practice. Endless practice.

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

SC : Probably a streamer for Tik Tok live-stream shopping. It looks like a fun job.

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

SC : Design is the communication bridge to connect people.

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

SC : My parents, my professors at SVA and my mentors at Wieden Kennedy.

DL: What helped you to become a great designer?

SC : Constant practices.

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

SC : Imposter syndrome was and still is my biggest enemy.

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

SC : Designers with visual fluency will make better communication to their audience.

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

SC : I want to start a poster series of all my favorite film works.

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

SC : Being able to create a community that fosters the next generation of designers.

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

SC : They probably will look for stronger concept or ideas.

DL: How does design help create a better society?

SC : Design as a communication bridge can connect people together.

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

SC : I am currently working on a TV bible that can also be a possible ad campaign for camera brands.

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

SC : I really like my title sequence design for Alam Virk's movie Box. I think the visual helps complete the fullness of the story.

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

SC : More young blood and more renovation.

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

SC : Nowadays design fields basically covers everything related with graphics, typography and design thinking. The future of design might be similar to the music we hear nowadays. As different culture influences one another, the new wave of creativity will be pushed to the peak.

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

SC : Sometimes couple days, sometimes a quarter. It really depends on the subject and clients I work with.

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

SC : The first conversation with my client always builds a solid base for me to understand their design aesthetic and value. And I will come up with a strategic plan for the next meeting to move the project forward.

DL: What is your life motto as a designer?

SC : Always aim for 300%.

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

SC : They both influence each other.

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

SC : Secondary. Technology is just a tool to help me to bring ideas to life. But ideas always come first.

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

SC : Adobe, my pen and sketch paper.

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

SC : Color is very important. It can be part of the design concept. Materials and ambient can helps me land on a better visual presentation.

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

SC : The idea about my project.

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

SC : I would try to analyze how the designer ties the concept with the subject together.

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

SC : I believe in co-design. My ideal design partner is someone who is open to any ideas.

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

SC : Lots of people I met have influences on my works. Some taught me how to think, some taught me how to execute and some taught me how to present.

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

SC : I grew up reading magazines so editorial design has a big influence on me.

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

SC : I took any chance to practice my design skill. No matter how small a project is, I am willing to be invested into it.

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

SC : I would love to meet either Saul Bass or Virgil Abloh.

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

SC : I feel lucky to get those awards and I feel grateful for it.

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

SC : My favourite color is white, and I dont know if white counts more as a shade or color. My favourite place is home; favourite food is spicy Chinese hot pot; favourite season is srping; and favourite thing is puppy, if puppy can be counted as thing. My favourite brand right now is Martine Rose.

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

SC : I once designed a pizza air couch as a project for Stefan Sagmeister's class. That was hilarious.

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

SC : I motive myself by reading other designer's article and listening to their talk.

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

SC : Not at all. I was dreamt to be a journalist or magazine editor.

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

SC : I can't see what's going to happen in thousand years from now. But I think we will have a more vibrant and unique culture from all the culture cross pollination.

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

SC : I don't feel there's anything particularly interesting about me as a person. But I would love more design lovers to know about the 300% rule that I mentioned earlier. There are so many occasions designers don't have full control of the project. The only thing designer can control is their work output.