Weiche Wu

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Weiche Wu ("WW") 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?

WW : I have a background in Industrial Design, having graduated from an Industrial Design program in Taiwan. Later, I pursued my studies at Central St Martins in London, where I completed an MA in Industrial Design. I co-founded Union Atelier with Minhan Lin in 2013. Since then, we have been involved in various design projects, including brand design, graphic design, packaging design, commercial space design, and interior design. I believe that all design disciplines are interconnected, and I aim to utilize my expertise to assist clients in accomplishing various projects and enhancing the value of products or services across different industries.

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

WW : Bringing better and more convenient lives, as well as a joyful mindset, to users is the greatest motivation behind my design work.

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

WW : Since I was young, I have had a strong sense of appreciation for beauty, and I have always enjoyed drawing and creating. These experiences have been crucial in shaping me into a designer. When I discovered the design industry, I was determined to become a designer.

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

WW : I enjoy working on brand design projects because we have the opportunity to build a complete brand from scratch. From brand name, brand story, logo design, packaging design, product sales models, advertising strategies, to commercial space design, we cover the entire design process. Through this comprehensive design process, we can assist clients in establishing a complete brand framework and launch it into the market. When a complete brand design project is completed, we always feel a special excitement and sense of accomplishment. We can't wait to see the response of the new brand in the market.

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

WW : Observing our surroundings, experiencing life, and interacting with people are crucial aspects of a designer's life. Our design works are meant to integrate into people's lives and enhance their experiences. Therefore, it is essential for us to empathize with users and consider every detail, as these details are key to the success of our creations.

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

WW : Great designers often possess the ability to think independently. While having strong design skills is essential, experienced designers can typically produce visually appealing works. However, great designers with critical thinking abilities tend to clarify the purpose of a project first. They are skilled at identifying the appropriate design approaches before diving into the actual design process. This is because blindly proposing designs without thoughtful consideration usually does not lead to the most ideal design outcomes.

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

WW : Design does not have an absolute right answer; it is about finding the most suitable design that brings more beauty to people's lives.

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

WW : Design has no absolute right answer; it's about creating designs that are suitable and bring more beauty to people's lives. It's a subjective field that adapts to diverse preferences and requirements. The goal is to design solutions that resonate with users, evoke emotions, and enhance functionality. The iterative process allows for exploration, refinement, and consideration of various factors. Ultimately, successful design makes a positive impact and enriches the human experience.

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

WW : I hope to be able to assist some local businesses in Taiwan with their brand design. Some Taiwanese companies have been established for a long time and have performed well. However, due to limited design resources during their early stages, the quality of their designs may not be ideal. By implementing professional re-branding projects, I believe we can enhance the competitiveness of these industries and bring about positive changes.

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

WW : I have been working in brand design for 10 years, but the truth is, I studied industrial design during my student years. I still have a dream of pursuing furniture design, and I hope to one day create my own furniture brand.

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

WW : My design process consists of several steps. Firstly, I begin by understanding the purpose of the design, the target audience, and the desired outcomes. Secondly, I engage in extensive data collection and research to fully grasp all the relevant information. Next, I collaborate with my design team to perform activities such as mind mapping and brainstorming to generate design inspiration, explore materials, and techniques. Finally, I proceed with comprehensive design planning to deliver a complete design project.

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

WW : I often refer to Dieter Rams' 10 principles of design, which serves as a guideline for me to evaluate my own designs. I believe that these principles showcase the design experience of a master, and they serve as a goal for young designers to aspire to and strive for higher levels of design excellence.

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

WW : I have always admired the designs of Dieter Rams; I am a fan of his work. All of his creations are timeless, and even in designs from many years ago, you can still sense the precision and harmony in every detail.

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

WW : As a designer, I can never determine which one of my works is the best because over time, I always discover areas for improvement. This is the beauty of design—it is constantly evolving and growing. Each work represents my best effort at that moment, but with the passage of time and the accumulation of experience, I continuously learn and develop new skills and perspectives. This also means that I constantly reassess and challenge my own work to find room for improvement. This ongoing self-reflection and progress are key to becoming a designer who is constantly growing. I believe that only by looking forward can I surpass myself and create better and more valuable works.

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

WW : I believe in constantly asking myself "why?" in every design decision. Regardless of the design task at hand, it is important to question why I am doing things a certain way, if there are better alternatives, and if there are other possibilities to explore. Through this process of self-inquiry, I often push my design to a higher level. By challenging my own assumptions and seeking better solutions, I can refine and elevate the design to its full potential. This constant self-questioning and exploration help me expand my creative boundaries and deliver more impactful and meaningful designs.

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

WW : If I hadn't become a designer, I think I would probably be unemployed. :)

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

WW : Design is a very broad industry that can be approached from various perspectives, but the ultimate goal is to bring us joy and make our daily lives better.

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

WW : All of my designs are completed in collaboration with the members of Union Atelier. I have a strong design team that is capable of executing various design tasks for clients. With the help of our professional design team, we ensure that every detail of the design is implemented and that the project is executed with completeness.

DL: What helped you to become a great designer?

WW : Constantly seeking the fundamentals and underlying problems in design, through continuous conceptual deconstruction and recombination, often pushes design to a new level. By consistently following this design process, one's design abilities are bound to improve. Design requires experience, and accumulating such experience enables one to become better.

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

WW : In the past, I used to be less patient and hoped to see results quickly. However, after becoming a professional designer, I have come to understand that careful thinking and reflection are necessary for producing excellent work. I have learned that everything requires thorough consideration and a process of refinement in order to create high-quality designs.

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

WW : I believe that designers, whether design students or professionals, should proudly present their work. Every piece is a result of hard work and should be showcased to the audience with care. This is the fundamental respect we owe to design.

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

WW : We are currently working on a restaurant design project, and the client has given us a lot of creative freedom. We believe that soon we will be able to present a refreshing design that will catch everyone's attention.

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

WW : I hope to use the power of design to bring better and more convenient life experiences to users. I believe that design has infinite potential to create stunning transformations in people's lives. Through refined design thinking and creative execution, my aim is to improve people's daily lives by providing better and more convenient products and services. Whether it's designing a simple household item, a user-friendly mobile application, or a comfortable public space, I always prioritize the needs and experiences of the users. By observing, researching, and deeply understanding the users' needs, I am dedicated to creating design solutions that meet their expectations and desires. I believe that through the power of design, we can change the world and enable everyone to enjoy better and more fulfilling life experiences.

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

WW : We have a responsibility to ensure that every design we produce meets the highest standards and satisfies the expectations of the public. Our goal is to enhance people's lives and provide them with a better quality of life through thoughtful and meticulous design.

DL: How does design help create a better society?

WW : Good design has the ability to influence human behavior, whether visually, tactilely, auditory, or even olfactory. When we present excellent design to the public, it has a positive impact on their experiences, making their daily lives more warm and enjoyable. Therefore, I believe that designers have a certain social responsibility, which is to bring forth good design and contribute it to society.

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

WW : Recently, our studio has been working on some exciting projects in the food and beverage industry, including branding, packaging design, and creating the overall atmosphere of restaurants. Restaurant design projects often offer more creative freedom and fewer constraints. We are able to showcase our bold and unconventional design ideas because this type of project requires injecting a lot of creativity to attract customers. Clients always encourage us to unleash our creativity and explore various design techniques to make their establishments stand out.

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

WW : I have always been striving for improvement, so far, I believe that there is always room for progress in every design, or areas that can be adjusted for the better. Each time I complete a design project, I carefully examine it, seeking areas that can be improved. Sometimes, I discover subtle design details that can be more precise, or the overall design concept can be more cohesive and impactful. This self-reflection and constant self-challenge drive me to continuously learn and grow. I believe that only by constantly pursuing progress can we create superior design works and provide better value and experiences to users. Therefore, I firmly believe that designers should strive for excellence, constantly surpass themselves, in order to keep progressing and create better works.

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

WW : I believe that technology is advancing rapidly, and many design processes have been replaced by high-tech techniques. However, I also think that certain traditional design methods should be preserved. While these processes may not be as flawless, they bring warmth and storytelling to the journey and final output. Therefore, in addition to embracing the latest technologies, I believe that the design industry should still retain a human touch. It is this human touch that adds a personal connection, emotion, and a sense of craftsmanship to the design process. It is what makes designs unique, meaningful, and relatable. By blending technology with human warmth, we can create designs that not only excel in functionality and aesthetics but also resonate with people on a deeper level.

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

WW : I believe that the design industry will move towards a more diverse development stage through the integration of traditional humanistic approaches and AI technologies.

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

WW : The timeline for each project depends on its nature and content. Typically, we discuss with the client how much time we have for the design phase of each project, and then we plan the progress of each project accordingly. In general, commercial projects tend to have tighter timelines, with a project needing to be completed within six months. This is because clients often face pressure to launch or present their products. Therefore, careful attention must be paid to the timeline arrangement in such cases.

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

WW : I usually start by listening to the client's needs and understanding the purpose, target audience, and desired outcome of the project. Through this process, our team can propose effective design methods and strategies and set clear design goals. Good design is not just about producing visually appealing results; the design's purpose is also crucial. Therefore, through research and analysis, we can find the most suitable design approaches and directions.

DL: What is your life motto as a designer?

WW : Curiosity is the wellspring of design. When you are filled with curiosity, it allows for the emergence of creativity and new design approaches, leading you to discover the best design techniques.

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

WW : I believe that design should not simply follow trends. Design is purposeful and not arbitrary, so when a good design is created, it will lead the way and become influential, ultimately shaping trends. Good design has the power to create trends because it is intentional and innovative. Therefore, I believe that design has the ability to influence and lead trends.

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

WW : Technology can assist us in making the design process more seamless, but I believe we should not overly rely on it. Design should still retain a human touch, allowing for the occasional imperfections that can create a sense of storytelling. Embracing these imperfections provides an opportunity for human warmth and adds depth to the design experience.

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

WW : I often start by sketching design ideas in my portable notebook because inspiration can strike anytime, anywhere. Having a notebook with me is incredibly practical. Once I'm in the studio, I share my design inspirations with team members, and together we use computer software to create definitive designs. We frequently use Adobe software in our studio as it offers powerful functionality to bring our ideas to life. When gathering information, I like to use Pinterest to collect inspiration, and I use Trello to communicate with other team members, exchange information, and track progress.

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

WW : These elements are indeed crucial in the design process, as they allow us to evoke emotions in the audience. For example, even with the same design concept, employing different colors and materials can create entirely different feelings and impressions. This is where the magic of these elements lies - their ability to transform and shape the overall experience of a design.

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

WW : I believe it's important for the audience to understand the story behind a design because every design has a purpose and intention. We aim to touch the viewers' hearts with the stories behind our designs, making each piece more meaningful. By sharing the narrative, we create a deeper connection between the audience and the design, allowing them to appreciate and engage with it on a more profound level.

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

WW : I would feel incredibly excited! I will make an effort to understand the story behind the work and what the designer intends to convey. Through interactive engagement with the piece, I will experience the design details and ingenuity embedded within it.

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

WW : In 2013, I co-founded Union Atelier with Minhan Lin, and together we have accomplished many successful design projects. Throughout the process, we collaborate with other team members in our studio to brainstorm concepts and execute designs. I believe that teamwork enhances the integrity and depth of each piece, while also instilling trust in our clients towards our expertise.

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

WW : I believe that engineers have a profound impact on design, regardless of whether they are architectural engineers, structural engineers, web engineers, or software engineers. Designers often have wild and imaginative ideas, but when they collaborate with engineers, they are brought back to reality. Together, they work to turn those ambitious designs into tangible and feasible solutions. Engineers play a crucial role in translating and executing the creative visions of designers.

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

WW : Emotional Design: Why We Love (or Hate) Everyday Things by Don A. Norman.

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

WW : Continuously exploring new possibilities, materials, and manufacturing methods allows us to create designs that are more interesting and innovative. By pushing the boundaries and thinking outside the box, we can discover unique solutions and create designs that are fresh and forward-thinking. Embracing new technologies and staying abreast of industry advancements enables us to incorporate cutting-edge elements into our designs and deliver truly captivating and visionary results.

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

WW : I would really like to ask Steve Jobs how he came up with his creative ideas and his ability to integrate various elements.

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

WW : I'm not primarily concerned about fame. I simply hope that my designs can bring something meaningful to the audience or consumers.

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

WW : I like blue. I like the ocean. I like spring. Because Taiwan is a hot place, I enjoy going to the beach in spring and experiencing the endless sky, gentle breeze, and pleasant temperature.

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

WW : When I was still in university, I and my friends started a brand, selling our own designed clothing, accessories, and lifestyle products. Even though we approached it with a playful mindset, it ended up being a loss-making venture. However, it served as one of the early inspirations for my entrepreneurial aspirations, and it was definitely an interesting experience.

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

WW : The never-ending curiosity drives me to constantly improve and move forward on the path to becoming a better designer. It is this insatiable curiosity that fuels my growth and pushes me to explore new ideas, experiment with different techniques, and challenge myself to reach new heights in my design journey.

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

WW : From a young age, I have always had a passion for drawing and creating. I believe this is the starting point for my desire to become a designer in the future. The joy and fulfillment I find in expressing my ideas and bringing them to life through art have fueled my determination to pursue a career in design. I am excited to embark on this journey and see where it takes me, using my artistic skills and creativity to make a positive impact in the world of design.

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

WW : The design industry is constantly evolving, and I believe that a thousand years from now, the world will be even more wild and fascinating than it is today.

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

WW : Design is an industry that requires a great deal of passion. I hope that every designer can shine brightly in this field!