Yamin Zhu

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Yamin Zhu ("YZ") 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?

YZ : I began studying design in college. After graduation, I worked on various design projects and founded a design company. My work has spanned from typography and brand identity design to poster and book design. Currently, I focus on product design.

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

YZ : In my 30-year career spanning from 1994 to the present, it has been my passion for design that has driven me.

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

YZ : It has been my own choice.

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

YZ : Creative designs that generate commercial value.

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

YZ : The advice I offer to young individuals is to maintain a broad perspective, cultivate a rich cultural understanding, embrace progressive design thinking, and consistently dedicate themselves to their craft.

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

YZ : The key distinction lies in whether they possess their own unique design language.

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

YZ : I think good design strikes a balance between artistry and commercial viability, meaning it possesses both artistic merit and commercial value, much like Apple Inc.

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

YZ : The value of good design lies in its ability to drive business forward through innovative and effective solutions.

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

YZ : I will focus on designing what I love and ensure that it stands the test of time, enduring for generations to come.

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

YZ : The transformation of cultural connotation into visual language.

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

YZ : Alan Chan.He advocates blending Eastern sentiment in Western style, combining elements of Eastern culture with Western modes of expression. Using design as a bridge for intercultural communication between East and West, it holds both aesthetic and commercial value. His influence on me runs deep.

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

YZ : Kenya Hara's MUJI. It emphasizes simplicity, minimalism, environmental friendliness, and people-oriented principles. It applies minimalism to the extreme within the brand, not following trends, but elevating products to a cultural level.

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

YZ : I don't dwell on the past; I always look forward to tomorrow's design.

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

YZ : The most important thing is the sedimentation of culture and ideas, which forms the cornerstone of a good designer.

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

YZ : Artisan. I might engage in ceramics, calligraphy, or traditional Chinese painting. Any art related to Eastern culture captures my interest.

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

YZ : Good design is defined by its ability to create value. This value encompasses cultural, commercial, and artistic dimensions.

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

YZ : The passion of design.

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

YZ : I always focus on Eastern culture, but my international perspective may not be broad enough. As a domestic designer, I may face obstacles in terms of limited exchange with the West.

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

YZ : In this era, both traditional and new media platforms offer diverse opportunities for showcasing one's work.

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

YZ : The next design project is a product design aimed at boosting company sales.

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

YZ : My ultimate goal is for the designs I create today to still circulate in the market and retain their value fifty years from now.

DL: How does design help create a better society?

YZ : Good design has the power to promote a nation's traditional culture, enhance its charm, and leverage the value of centuries-old heritage. It influences people's thoughts and lives, aiding in the better development of modern society.

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

YZ : Promoting Chinese culture.

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

YZ : Forty-nine Union liquor.This design incorporates the philosophical concepts of Chinese culture and the Five Elements, while also inheriting traditional Chinese craftsmanship such as woodworking and ceramics. It possesses high aesthetic and cultural value.

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

YZ : Design driven by ideology.

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

YZ : Assistance from artificial intelligence.

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

YZ : 2-3 weeks.

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

YZ : I start a new design project by analyzing the cultural implications and market positioning of the design brief.My design principle is 'no place without a source.' I prioritize finding inspiration in the rich heritage of traditional culture, emphasizing the extraction and application of Eastern cultural elements. I advance projects by utilizing modern design methods, production techniques that meet market demands, and ensuring a comfortable user experience.

DL: What is your life motto as a designer?

YZ : Beauty lies in form, which pleases the eye; beauty lies in spirit, which delights the heart.

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

YZ : Trends set the designs.

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

YZ : Technology aids in improving design efficiency.

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

YZ : They are all indispensable elements in design, each contributing to the presentation of the final product.

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

YZ : The ideas behind the product and the cultural connotations it embodies.

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

YZ : A good team requires collaboration between type designers, illustrators, graphic designers, and 3D designers.

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

YZ : Kenya Hara，Daiqiang Jin and Alan Chan.

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

YZ : <DESIGNING DESIGN> by Naoto Fukasawa

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

YZ : I enrich my knowledge and cultural background through reading, exchange insights with outstanding designers in the industry, stay updated on industry trends to broaden my understanding, and practice lifelong learning.

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

YZ : Kenya Hara

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

YZ : I am passionate about promoting Chinese culture rather than seeking fame.

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

YZ : All inheriting historical culture.

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

YZ : Continued passion is the most powerful. I have always believed in one thing: only through evolution can we embrace change.

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

YZ : Artistic enlightenment in my childhood had a significant impact on me.