YATING LIU

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer YATING LIU ("YL") 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?

YL : My name is Yating Liu, and I am an experienced graphic designer with a BFA degree from School of Visual Arts, where I honed my skills and developed a passion for visual communication. Following my graduation, I had the privilege of working at renowned design companies in New York City, including Viacom, Prophet, and 2X4 (Beijing). These experiences provided me with valuable opportunities to collaborate with talented professionals and work on a diverse range of projects. Throughout my career, I have had the pleasure of collaborating with esteemed clients such as CBRE, ByteDance, Aranya Culture, Fubon Art Museum,and many others. These collaborations have allowed me to apply my skills to various industries and contribute to the visual identity and success of notable brands and organizations. I am grateful to have received recognition for my work, having been honored with esteemed awards such as the Hermes Platinum Award, Indigo Gold Award, and GDUSA Award. These accolades serve as a testament to the dedication and craftsmanship that I pour into every design I create. During my time at SVA, I honed my graphic design skills and concepts. Elliott Walker's typography class sparked my passion for creating diverse fonts. Choosing Scott Buschkuhl as my thesis advisor allowed me to delve deeper into graphic design, especially brand design, enhancing my professionalism through thorough practice. Louise Fili’s packaging class introduced me to Italian-style design and expanded my creative thinking. Overall, SVA provided an environment for me to explore experimental projects, fostering my creativity and ensuring my work stands out with originality.

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

YL : I initially pursued a bachelor's degree in Applied Economics, influenced by my parents. However, as I approached graduation, I started contemplating my future path. It was during this time that the idea of design emerged. Although I had always been interested in design since I was young, I hadn't formed a clear vision until that sleepless night when I began questioning what I truly loved and what I wanted to do in the future. I vividly remember the moment I first set foot in the Hong Kong Polytechnic University School of Design. I felt a sense of happiness and conviction, perhaps because I had experienced chaotic and uncertain days, making me cherish the encounter with something I truly loved. I still recall the words spoken by a senior on that day, words that became my motto and reinforced my determination to become a designer. " In the journey of life, discover something that you possess the ability to do, feel a genuine love for, understand as something meaningful and valuable to society, and recognize as a task that specifically requires your unique contribution. Embrace the realization that in this very moment, you are living out that purpose." This realization and the pursuit of design as a career have been driven by a combination of passion, purpose, and a desire to make a meaningful impact. The creative field allows me to channel my interests, skills, and imagination into tangible forms of expression. It provides me with the opportunity to solve problems, communicate ideas, and evoke emotions through visual means. Choosing to become creative as a result of self-reflection, a deep connection to design since childhood, and a genuine desire to engage in a fulfilling and purposeful profession. It brings me joy to create and contribute to the world of design, and I am grateful for the path I have chosen.

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

YL : In my creative style, I strive to achieve a sense of harmony, balance, and comfort in my work. Within my designs, I aim to create a visual language that is harmonious and pleasing to the eye. I carefully balance elements such as color, composition, and typography to ensure a cohesive and aesthetically pleasing outcome. By finding the right equilibrium, I create an overall sense of visual balance that is visually appealing and engaging. Furthermore, I prioritize creating a comfortable experience for the viewer. I consider the user's journey and aim to design with clarity and ease of use in mind. Whether it's through intuitive navigation, clear messaging, or thoughtful user interfaces, I seek to provide a seamless and enjoyable experience for those interacting with my designs. Overall, my creative style is characterized by a desire to evoke a feeling of tranquility and visual satisfaction. By incorporating elements of harmony, balance, and comfort, I strive to create designs that not only capture attention but also provide a sense of calm and visual delight for the audience.

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

YL : Focus is the key to success. Stay deeply immersed in the areas you are passionate about and skilled in, without allowing external influences or the opinions of others to distract you. Additionally, having a clear sense of purpose is crucial. As you dive into your pursuits, know your direction and where you want to go. It's not just about being fully engaged; it's about having a defined purpose that guides your actions and decisions.

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

YL : Resonance: Can this work evoke a sense of resonance? Can it convey an emotional impact to me and be communicated in a suitable, appropriate, and friendly manner?

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

YL : Focus is the key to success. Stay deeply immersed in the areas you are passionate about and skilled in, without allowing external influences or the opinions of others to distract you. To create impressive works, you need to move yourself before you can move others. You must immerse yourself in your work to find the elements that resonate the most and bring them to their fullest expression.

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

YL : I might become a teacher who inspires children in the field of aesthetics. I am especially interested in working in underprivileged areas where access to art education is limited. Teaching the importance of beauty is crucial, particularly starting from a young age.

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

YL : Although I approach design through the lens of a graphic designer, it is important to recognize that design extends beyond our specific field. It encompasses how individuals perceive themselves and the world around them in unique ways. Take, for instance, the fascinating methods some people employ to introduce themselves or the unconventional approaches they adopt to enhance work efficiency. Design is not confined to the realm of artists alone. In reality, anyone can experience a moment of extraordinary inspiration at any given time, becoming the fertile ground where creativity thrives. The yearning for beauty serves as the inherent driving force behind the cultivation of design. It is crucial, above all, to remain attuned to life's perceptions and avoid falling into the trap of rigidity or apathy. By staying connected to the vibrancy of existence, you will continuously encounter and manifest your own creativity.

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

YL : My father has been the greatest inspiration in my life. Despite residing abroad for most of my childhood and infrequent meetings, he would often send me intriguing handicrafts and toys. He had a penchant for exploring flea markets and would find unique items. I vividly remember a boldly colored pencil case that could be unfolded into a desk calendar, a Garfield-shaped landline telephone, and the first Swatch watch he gifted me. From then on, my father would bring me a new Swatch watch from every place or country he visited, turning me into a Swatch enthusiast and collector. Swatch watches became the initial catalyst for my perception of creativity. Despite their fixed structural design, they showcased an endless array of variations and innovative designs, from dial pointers to materials to forms. Every time I revisit them, I am amazed by their creativity.

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

YL : In the future, I may be more interested in experimental projects, such as niche consumer goods, art galleries, art exhibitions, etc. I hope my designs can be achieved using new technologies and make breakthroughs.

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

YL : My husband was very excited recently when he told me that he used the newly released Suno AI to write a song for our newborn son. It's actually pretty good! He wrote the lyrics himself and told the AI what style he wanted the song to be and what emotions he wanted to convey. This got me thinking that in this era of AI prevalence, each of us can express emotions in our own unique way. This means that in the future, it will be challenging to see trends in design and art that are universally praised and loved by the masses, because everyone will seek designs that resonate with them personally, unique designs, niche designs, rather than designs loved by the mainstream. This also implies that designers need to break out of conventional thinking, get closer to life, challenge traditions, and create designs that truly resonate with people's deeper emotional needs, rather than producing uniform designs with fixed patterns, which could easily be replaced. In addition, there are some trends that may occur in the future: 1. Entering the era of spatial computing. With the recent release of Apple Vision Pro, Tim Cook described Apple's positioning with the concept of "the first spatial computing system platform," indicating that design will increasingly focus on spatial perception and immersive integration with the surrounding environment. This means that with the birth of these intelligent products, the boundaries of design will become increasingly blurred, even disappearing. Graphic design will no longer be limited to visual aesthetics alone. In the future, it will be more common for graphic design to collaborate across platforms and disciplines such as product design, spatial design, and interactive programming. Graphic designers will need not only traditional design skills but also interdisciplinary capabilities. 2. Changes in the office environment, remote work may become the norm. The pandemic has changed the office environment, and remote collaboration and flexible work models will become more common. Designers need to master and adapt to new collaboration tools and skills, as well as communicate and collaborate with people from different fields, countries, and cultural backgrounds.

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

YL : Brainstorming is where my creativity begins, the moment when ideas unfold. When starting a new project, I often feel excited to grab a large sheet of paper and start conceptualizing, freely doodling, or creating the mindmap. It's a moment of freedom and exhilaration. Additionally, I immerse myself in various activities like engaging in conversations with different people, researching relevant books, and gathering images, rather than rushing to open design software. Although each project follows a somewhat fixed and repetitive process, I gather insights and experiences from my observations and contemplations, which shape the foundation for the next endeavor. It could be a sentence from a conversation with family, a visit to a newly opened restaurant, or encountering a fresh perspective. This process is akin to threading a string through a string of pearls, where each encounter influences the mindset when approaching a new project. Design, in fact, acts as the thread that quietly interconnects the various strands of everyday life, omnipresent and facilitating energy transfer across different domains.

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

YL : I frequently use Adobe Illustrator and Photoshop to complete my work. When it comes to layout tasks, I also utilize Indesign.

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

YL : I believe that the most profound influence on my creative process comes from Chinese typography. Chinese characters have a rich history spanning thousands of years, constantly evolving and developing. Whether it's the complexity of intricate brushstrokes or the simplicity of a single vertical or horizontal line, each Chinese character possesses its own unique and independent visual characteristics and harmonious structure. When combined, these characters form a coherent rhythm, providing a visual delight. From an early age, we learn to write within square grids, and as we grow, each person develops their own distinctive handwriting style. Chinese typography embodies the pinnacle of harmony and balance, which is what I strive to achieve in my work—a sense of harmony and comfort. Balance doesn't necessarily mean symmetry or uniformity; rather, it refers to the organic integration of different elements, creating a visual experience that seeks freedom within limitations. The cultural heritage of my country, with its intricate calligraphy and beautifully crafted characters, has deeply influenced my appreciation for aesthetics, composition, and the harmonious interplay of visual elements. It has instilled in me a profound respect for the art of typography and its ability to convey meaning and emotion through the graceful arrangement of characters. This cultural heritage serves as a constant reminder of the importance of balance, elegance, and the power of simplicity in design. It has shaped my creative process, guiding me to seek beauty, balance, and a sense of cultural identity in my designs.