Ana Banić Göttlicher

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Ana Banić Göttlicher ("ABG") 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?

ABG : I graduated in Industrial and Graphic Design from the School of Design at the Faculty of Architecture, University of Zagreb. My education gave me a strong foundation in both aesthetics and functionality, allowing me to approach design from a practical yet creative perspective. I enjoy moving between digital and physical design, connecting form, purpose, and experience.

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

ABG : I’ve always been fascinated by how design can solve real problems and improve daily life. The motivation comes from seeing ideas turn into something tangible that connects with people.

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

ABG : I definitely chose it. Design felt like a natural path for me—it’s where creativity meets logic, and that combination has always inspired me.

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

ABG : I work across industrial and graphic design—products, packaging, and visual identities. In the future, I’d love to design more sustainable, human-centered products that merge aesthetics with responsibility.

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

ABG : Stay curious, stay humble, and never stop observing. Great design comes from empathy and persistence, not just talent.

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

ABG : A good designer creates what works; a great designer creates what moves people. The difference lies in empathy, curiosity, and the courage to question conventions.

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

ABG : A really good design feels effortless — it solves a problem so naturally that you almost don’t notice it. I evaluate design by how well it balances usability, emotion, and clarity.

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

ABG : Good design adds meaning, not just beauty. It builds trust, improves functionality, and enhances how people experience the world — that’s why it’s always worth the investment.

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

ABG : I’d love to design everyday objects that make sustainable living easier for everyone. Simple, beautiful tools that quietly make a positive impact.

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

ABG : My dream project would be creating a line of products that merge traditional craftsmanship with modern design principles. Something timeless, built to last, with a clear story behind it.

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

ABG : Consistency and curiosity. I always try to keep learning, experimenting, and listening — that’s what keeps creativity alive and evolving.

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

ABG : I’m inspired by Dieter Rams for his clarity, Naoto Fukasawa for his sensitivity, and Paula Scher for her boldness. They all remind me that design is both discipline and emotion.

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

ABG : I love designs that age well — like Braun’s classic products or Muji’s minimal everyday items. They prove that timeless design comes from honesty and restraint.

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

ABG : It’s probably a project where I managed to blend function, form, and sustainability seamlessly. For me, a great design is one that people find useful and emotionally engaging over time.

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

ABG : Observe everything and question why things are the way they are. I constantly sketch, read, and experiment — improvement comes from staying curious and never becoming too comfortable.

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

ABG : I would probably have chosen something still connected to creativity — maybe architecture or photography. I can’t imagine a path without visual thinking and problem-solving.

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

ABG : Design is the art of giving shape to ideas so they can serve people better. It’s not just about how something looks, but how it works, feels, and communicates.

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

ABG : My biggest supporters have always been my family and mentors who believed in me from the start. Their trust gave me the courage to take risks and grow.

DL: What helped you to become a great designer?

ABG : Continuous learning, patience, and listening. I think understanding people, their needs and emotions, is what truly helps a designer improve.

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

ABG : Like many designers, I struggled with self-doubt and finding my own voice. Over time, I learned that every mistake is part of the process and a step toward clarity.

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

ABG : Designers should tell the story behind their work — the problem, the process, and the purpose. Good presentation connects people to the idea, not just the visuals.

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

ABG : I’m currently exploring projects that combine sustainable materials with simple, functional aesthetics. You can expect designs that focus on durability, clarity, and emotional connection.

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

ABG : My goal is to create designs that truly improve everyday life, things that last, inspire, and make people feel something. I want my work to have both meaning and longevity.

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

ABG : People expect creativity, precision, and consistency, but also authenticity. I think being honest about your process and values matters more than perfection.

DL: How does design help create a better society?

ABG : Design has the power to make life more inclusive, sustainable, and humane. When done with empathy, it can quietly shape a world that works better for everyone.

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

ABG : I’m working on a project that focuses on modular product design with minimal environmental impact. It’s exciting to see how small design decisions can create long-term positive effects.

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

ABG : The projects that bring the most satisfaction are the ones where users truly connect with the final result. When design makes someone’s daily routine easier or more enjoyable, that’s the real reward.

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

ABG : I’d love to see more focus on sustainability and ethical production, and less on trends. Design should move slower, with more care, thought, and responsibility.

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

ABG : Design is moving toward collaboration, inclusivity, and circular thinking. Technology will keep evolving, but empathy and purpose will stay at the core of great design.

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

ABG : It depends on the complexity, sometimes weeks, sometimes months. I try not to rush, because good design needs time to breathe, evolve, and find its balance.

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

ABG : I start by understanding the problem and the people who will use the design. Research, observation, and sketching ideas come first before anything digital is created.

DL: What is your life motto as a designer?

ABG : “Design with purpose, not just for beauty.” Every choice should serve a function, tell a story, or improve experience.

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

ABG : Design can influence trends, but true design focuses on solving problems and creating value. Trends come and go, but good design lasts.

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

ABG : Technology is a tool that expands possibilities but never replaces creativity. It helps visualize, test, and refine ideas efficiently.

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

ABG : I use a mix of digital tools like Adobe Creative Suite for graphic design and CAD software for industrial design. Physical prototyping tools are equally important to test and refine ideas.

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

ABG : Color, materials, and environment shape how people experience a design. They create emotion, communicate meaning, and influence comfort and usability.

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

ABG : I wish people would ask about the thought process and intention behind my designs, not just how they look. The story often matters more than the surface.

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

ABG : I ask how it solves a problem, what decisions were made, and how it makes people feel. Great design always sparks curiosity and reflection.

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

ABG : My ideal partner is someone curious, open-minded, and willing to explore ideas together. Co-design is essential; collaboration often leads to richer, more meaningful outcomes.

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

ABG : Mentors, fellow designers, and artisans have influenced me the most. Learning from their approaches and perspectives helped me shape my own design philosophy.

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

ABG : Books on design theory, creativity, and human behavior have had the biggest impact. Titles like “A century of croatian design” taught me to focus on usability and empathy in every project.

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

ABG : Through constant practice, experimentation, and reflection. I also learned a lot by observing others, seeking feedback, and never being afraid to fail.

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

ABG : I’d love to meet Leonardo da Vinci — a true multidisciplinary thinker. His curiosity and ability to merge art, science, and design is deeply inspiring.

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

ABG : Awards are a recognition of effort, not the goal. Fame is not what drives me; creating meaningful and lasting design is. Recognition is nice, but the work itself matters most.

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

ABG : I’m drawn to neutral colors like gray and earth tones, love coastal and natural spaces, enjoy simple, fresh food, favor autumn for its atmosphere, cherish tools that are well-designed and functional, and admire brands that combine sustainability with aesthetics.

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

ABG : Can this be faster?

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

ABG : A great day is when an idea finally clicks or a prototype works as intended. I stay motivated by curiosity, small wins, and the joy of seeing people interact with my designs.

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

ABG : Not exactly obvious, but I always loved building, drawing, and solving little problems. Those early habits naturally led me toward design.

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

ABG : I imagine design will become even more human-centered and sustainable, blending technology and nature harmoniously. Creativity will still be essential, but empathy will guide innovation.

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

ABG : I want people to know that my work is always driven by purpose, curiosity, and care for the user. Design is not just a profession for me, it’s a way to explore, connect, and improve the world, one thoughtful solution at a time.