Xunxing liang

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Xunxing liang ("XL") 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?

XL : I hold a BA in Visual Communication Design from Hunan Normal University and a Creative Advertising experience from the University of Central Lancashire. Currently, I am pursuing an MS in Packaging, Identities, and Systems Design at Pratt Institute.

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

XL : Design allows me to communicate complex ideas visually and create solutions that enhance user experiences. The challenge of merging aesthetics with functionality motivates me to continually evolve as a designer.

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

XL : I initially wanted to become a writer, but as I explored different forms of creative expression, I found that design offered a unique way to tell stories and solve problems visually. This discovery led me to choose design as my career path.

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

XL : I design packaging, branding, and visual identities. I wish to design more interactive and sustainable packaging solutions that not only serve their purpose but also contribute positively to the environment.

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

XL : Young designers should stay curious, embrace continuous learning, and seek inspiration from diverse sources. Building a strong foundation in design principles and being adaptable to new trends will set them apart.

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

XL : A great designer goes beyond aesthetics and functionality; they design with empathy, understanding the user’s needs and experiences. Great designers create solutions that are both beautiful and deeply impactful.

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

XL : A good design is one that seamlessly blends form and function. It solves a problem, is user-friendly, and evokes a positive emotional response. I evaluate good design by its usability, aesthetics, and the value it adds to the user’s life.

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

XL : Good design enhances user experience, increases product value, and can drive brand loyalty. Investing in good design leads to better customer satisfaction, efficient solutions, and long-term success.

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

XL : If I had the time, I would design a series of educational tools and toys for children that are both fun and educational, helping them develop creativity and critical thinking skills.

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

XL : My dream project is to design a sustainable and culturally immersive public space that fosters community engagement and environmental consciousness, blending traditional and modern elements.

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

XL : My secret recipe for success in design is empathy. Understanding and prioritizing the user’s needs and experiences ensures that my designs are not only aesthetically pleasing but also highly functional.

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

XL : I draw inspiration from designers like Stefan Sagmeister for his bold and thought-provoking work, and Dieter Rams for his principles of good design that emphasize simplicity and functionality.

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

XL : I admire the work of Naoto Fukasawa, especially his MUJI designs, for their simplicity and elegance. His ability to create products that blend seamlessly into daily life while maintaining high functionality is inspiring

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

XL : One of my greatest designs is the Morton quantitative salt bottle packaging. Its ability to provide precise salt measurement while maintaining an appealing and functional design makes it a standout project.

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

XL : Continuous learning and seeking feedback are crucial for improvement. I stay updated with design trends, attend workshops, and constantly seek constructive criticism to refine my skills.

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

XL : If I hadn’t become a designer, I would have pursued a career as a writer, as storytelling and creative expression have always been my passions.

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

XL : For me, design is the art of creating solutions that are both functional and aesthetically pleasing. It’s about solving problems, enhancing user experiences, and making the world a better place through thoughtful and intentional creations.

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

XL : My biggest supporters have been my family and mentors. Their encouragement and belief in my abilities have been instrumental in my growth and success as a designer.

DL: What helped you to become a great designer?

XL : A combination of continuous learning, embracing feedback, and staying curious about the world around me has helped me grow as a designer. Surrounding myself with inspiring people and experiences has also played a crucial role.

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

XL : Some of the obstacles included staying updated with rapidly evolving design trends and technology, as well as overcoming the fear of failure and criticism.

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

XL : Designers should present their work with clear context, explaining the problem, the process, and the solution. Visual storytelling, through prototypes and detailed explanations, helps convey the design’s value and impact.

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

XL : My next project involves creating a series of sustainable packaging solutions for a new eco-friendly brand. You can expect innovative designs that emphasize sustainability without compromising on aesthetics or functionality.

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

XL : My ultimate goal is to create designs that make a meaningful impact on people’s lives, contributing to a more sustainable and enjoyable world.

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

XL : People expect thoughtful, innovative, and high-quality designs that solve real problems and enhance user experiences. They also expect a commitment to continuous improvement and staying ahead of design trends.

DL: How does design help create a better society?

XL : Design can create a better society by addressing real-world problems, improving accessibility, promoting sustainability, and enhancing overall quality of life. Good design considers the broader impact on communities and the environment.

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

XL : I'm working on a series of packaging designs for a friend's lens products, including future cameras. To reduce manufacturing costs while maintaining a fun unboxing experience, I used Bristol paper and designed a two-piece foldable structure assembled with glue. This design significantly cuts assembly costs and includes a compartment for accessories like manuals, lens cleaning pens, and camera straps.

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

XL : The Morton quantitative salt bottle packaging project gave me the most satisfaction because it addressed a common user problem with an innovative solution. Seeing the positive impact it had on users was incredibly rewarding.

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

XL : I would like to see a greater emphasis on sustainability and ethical design practices. The industry should prioritize eco-friendly materials and processes, as well as inclusivity and accessibility in design.

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

XL : The design field is headed towards more immersive and interactive experiences, with advancements in technology such as augmented reality and artificial intelligence playing a significant role. Sustainability will also be a major focus.

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

XL : The time it takes to finalize a design project varies depending on its complexity, but typically it can range from a few weeks to several months.

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

XL : I start with thorough research and understanding the problem at hand. This involves studying the target audience, existing solutions, and the context in which the design will be used. Brainstorming and sketching initial ideas follow.

DL: What is your life motto as a designer?

XL : "Design with empathy." This mantra reminds me to always consider the end-user’s needs and experiences, ensuring that my designs are not only visually appealing but also functional and meaningful.

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

XL : I believe it’s a combination of both. While design can set trends by introducing innovative ideas, trends also influence design by reflecting societal changes and preferences.

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

XL : Technology plays a crucial role in enhancing the design process, from digital sketching and 3D modeling to prototyping and testing. It allows for more precision, experimentation, and efficiency in creating and refining designs.

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

XL : Adobe Creative Suite, Rhino, Cinema 4D, 3D Printer

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

XL : They help convey the design’s message, evoke emotions, and enhance functionality.

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

XL : I wish people would ask about the thought process and inspiration behind my designs. Understanding the story and rationale behind each element adds depth to the appreciation of the final product.

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

XL : When I see a great design, I think about the problem it solves, the user experience it enhances, and the creativity involved in its creation. I also reflect on how I can learn from it and apply similar principles to my own work.

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

XL : My ideal design partner is someone who brings a different perspective and complementary skills to the table. I believe in co-design as it fosters collaboration and innovation, leading to richer and more well-rounded solutions.

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

XL : Mentors, colleagues, and industry professionals I’ve met throughout my career have had a significant influence on my design approach. Their feedback, guidance, and different perspectives have helped me grow as a designer.

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

XL : "Designing Design" by Kenya Hara had the most profound effect on my design approach. His emphasis on simplicity, functionality, and the deeper meaning behind design choices has significantly influenced how I think about and create my work.

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

XL : I developed my skills through continuous learning, seeking feedback, and taking on challenging projects. Staying updated with industry trends and experimenting with new tools and techniques also played a crucial role.

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

XL : I would love to meet and discuss with Leonardo da Vinci. His multidisciplinary approach and innovative thinking continue to inspire designers and artists around the world.

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

XL : I feel grateful for the recognition and awards as they validate my hard work and creativity.

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

XL : My favorite color is black, my favorite place is Sendai, my favorite food is Ramen, my favorite season is autumn, my favorite thing is my sketchbook, and my favorite brand is MUJI.

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

XL : One funny experience I had as a designer was when I was working on a project late at night. In my tired state, I accidentally sent a draft design with placeholder text, including "Lorem ipsum" and silly doodles, to the client. The client responded with amusement, saying they appreciated my sense of humor but were looking forward to seeing the actual design.

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

XL : Seeing my designs come to life and positively impact users makes my day great. I motivate myself by setting small, achievable goals and continuously reminding myself of the bigger picture and the difference my work can make.

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

XL : As a child, I aspired to be a writer, so it wasn’t obvious I would become a designer. However, my love for creativity and storytelling naturally led me to a career in design.

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

XL : In a thousand years, I envision a future where technology and design seamlessly integrate into everyday life, enhancing human experiences and sustainability. Innovations in design will continue to address global challenges and improve quality of life.