Yunzi Liu

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Yunzi 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 design journey began during my college years, when I self-taught graphic design as a passion project. After graduating, I delved deeper into the field by joining UID WORKS, a prestigious design agency based in Beijing, China. Seeking to broaden my horizons and deepen my understanding of design principles, I later embarked on a transformative journey to the United States. Here, I pursued a Master of Fine Arts (MFA) degree in Graphic Design at the esteemed Maryland Institute College of Art (MICA). These experiences have not only honed my technical skills but have also enriched my creative perspective, shaping me into the designer I am today.

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

YL : Initially, I was drawn to design as a means to promote my drawings, but as I delved deeper, I discovered its profound significance in shaping narratives and experiences. My motivation stems from a dual fascination with both order and chaos. I find beauty in the delicate balance between structure and spontaneity, and I am driven by the pursuit of impactful and meaningful creations that resonate deeply with audiences.

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

YL : I chose to become a designer after majoring in English during college. Prior to that, I had spent over a decade studying fine art. However, it was during my college years that I realized my attraction to visual beauty was as strong as my appreciation for linguistic beauty. Alongside my pursuit of learning new languages, I felt a strong desire to pursue a career in visual art. This convergence of interests and experiences ultimately led me to embrace design as my chosen field, where I could combine my love for both visual aesthetics and linguistic expression.

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

YL : Currently, my focus lies in graphic design, with a keen emphasis on branding, poster design, and package design. Looking ahead, I'm eager to delve into the realm of three-dimensional design. I believe it offers exciting opportunities to expand my creative repertoire and explore immersive experiences in design.

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

YL : I believe the key to becoming a design legend lies in dedication and immersion. Young designers should fully immerse themselves in the world of design, practicing diligently and continuously refining their skills. It's essential to embrace every opportunity to learn and grow, whether through formal education, mentorship, or hands-on experience. By remaining dedicated, passionate, and open to innovation, aspiring designers can pave their path toward achieving legendary status in the field of design.

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

YL : The distinction between a good designer and a great designer often lies in their ability to go beyond technical proficiency and aesthetic appeal. While a good designer may excel in executing designs that meet basic criteria and fulfill client requirements, a great designer possesses a deeper understanding of the underlying principles of design, coupled with a keen intuition for innovation and creativity. Great designers are adept at translating complex concepts into compelling visual narratives, pushing boundaries, and challenging conventions to create truly impactful and memorable experiences. They possess a unique blend of technical skills, artistic vision, and strategic thinking, allowing them to not only meet but exceed expectations, leaving a lasting impression on audiences and shaping the future of design.

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

YL : For me, a good design meets its intended purpose and communicates effectively, but a truly exceptional design goes beyond that. It not only fulfills its function but also evokes emotion, sparks thought, and inspires action. When evaluating a design, I consider several key criteria: its effectiveness in conveying its message, its aesthetic appeal and originality, its usability and accessibility, and its ability to create a memorable and impactful experience for its audience.

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

YL : The value of good design extends far beyond mere aesthetics—it has the power to enhance experiences, drive engagement, and ultimately, yield tangible results. Whether it's improving user satisfaction, increasing brand recognition, or boosting sales, investing in good design can have a significant impact on the success of a business or the effectiveness of a message. Moreover, in an increasingly competitive marketplace, where first impressions are crucial, good design can differentiate a brand or product, setting it apart and creating a lasting impression on consumers. Ultimately, by investing in good design, individuals and businesses can not only enhance their image and reputation but also drive long-term success and growth.

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

YL : If given the opportunity, I would design a complete book. I haven't had the chance to undertake a full book design project yet, but it's something I'm eager to explore and immerse myself in.

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

YL : If I had the opportunity, I would love to design an interactive detective storybook, either in physical or digital form. This project would cater to individuals who share my passion for detective stories and enjoy immersive storytelling experiences. I envision creating a narrative where readers can choose their characters and make decisions that impact the direction of the story, allowing for a personalized and engaging journey. As someone who is deeply addicted to detective stories, I am drawn to the idea of crafting my own narrative and providing readers with the freedom to explore and uncover clues at their own pace.

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

YL : For me, the secret ingredient to success in design lies in a combination of passion, creativity, and attention to detail. However, if I were to pinpoint one specific element, it would be my relentless pursuit of innovation and my willingness to push boundaries. I believe that constantly challenging myself to think outside the box and explore new ideas is what ultimately sets me apart and drives my success in design.

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

YL : One individual who has greatly inspired me is Iko Tanaka, a renowned Japanese graphic designer. Tanaka's work is celebrated for its bold experimentation and groundbreaking innovations in typography and layout design. His ability to seamlessly blend traditional Japanese aesthetics with modern design principles has always fascinated me. Tanaka's relentless pursuit of pushing boundaries and his unwavering commitment to creative excellence continue to serve as a source of inspiration for my own design journey.

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

YL : One design studio that I particularly admire is Studio Na.Eo, based in Beijing. What sets their work apart for me is their ability to break away from traditional Chinese visual art styles while still maintaining the inherent beauty of Chinese characters and culture. Their designs are innovative, fresh, and bold, representing a new step forward in Chinese design. I appreciate how they blend tradition with modernity, creating visually stunning and culturally resonant pieces that inspire me in my own design journey.

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

YL : I would have to say my greatest design achievement is the ViennArt Academy project. Not only was I involved in the design process, but I also played a significant role in establishing the school itself. What makes this project particularly special to me is the opportunity it provides for students to pursue their dreams in the arts. As an art educator, I am deeply passionate about nurturing young talent and helping them embark on their artistic journeys. The ViennArt Academy represents a culmination of my dedication to both design and education, making it my most meaningful and impactful design endeavor to date.

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

YL : In my experience, continuous practice and teaching have been instrumental in my growth as a designer. By consistently honing my craft and seeking out opportunities to share my knowledge with others, I've been able to push myself to keep learning and evolving every day. Teaching, in particular, has deepened my understanding of design principles and forced me to articulate and refine my own creative process. Ultimately, I believe that a commitment to lifelong learning and a willingness to mentor others are essential for anyone looking to improve as a designer.

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

YL : If I hadn't become a designer, I believe I would have pursued a career as a writer. I've always had a passion for storytelling, and I still have several novel ideas that I would love to explore. Given the opportunity, I would dedicate time to writing and publishing my books, and sharing my stories with the world.

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

YL : Design is my chosen mode of expression, akin to languages I've studied. Just as languages convey stories and emotions, design communicates narratives and ideas. I consider both creator and viewer perspectives to ensure effective communication. Design transcends aesthetics, fostering connection and inspiring change. It's a language of its own, uniting people and sparking dialogue. Through my work, I aim to harness design's power to articulate stories, evoke emotions, and advocate for meaningful ideas.

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

YL : My journey has been shaped by the guidance and support of both my teachers and my students. At MICA, Professor Ellen Lupton played a significant role in nurturing my interests and encouraging me to push the boundaries between graphic design and experience design. Her mentorship granted me the freedom to explore my creative passions and expand my horizons in the field. Another influential figure was Mr. Dai Foldes, a memorable type design teacher who introduced me to the captivating world of fonts and made seemingly mundane topics come to life. Despite his passing, his influence continues to resonate with me. Additionally, my students have been invaluable in my growth as a designer. Teaching high schoolers and adult students graphic design has exposed me to a diverse range of visual preferences and challenges, pushing me to continually learn new techniques and skills. As I become more proficient in design programs, I find that my students inspire me with fresh perspectives and fuel my imagination, driving me to strive for greater heights in my own design journey.

DL: What helped you to become a great designer?

YL : My success as a designer is rooted in a commitment to continuous learning. Teaching graphic design to students with diverse perspectives has also played a significant role in shaping my growth, fostering adaptability, and deepening my understanding of design principles. Ultimately, a passion for creativity and storytelling has been the driving force behind my pursuit of innovative design solutions.

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

YL : One significant obstacle I faced was navigating the transition into a graphic design graduate program. While many of my classmates had a clear direction, I was still exploring my interests. However, I consider myself fortunate to have found teaching opportunities after graduation, which provided me with the guidance and structure needed to overcome this period of uncertainty and find my footing in the field of design.

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

YL : Designers should present their work in a clear, visually engaging manner, using portfolios to showcase their best projects. Articulating design decisions and showcasing problem-solving skills is key, whether through images, descriptions, or case studies. A well-presented portfolio communicates professionalism and talent to potential clients or employers.

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

YL : My immediate focus is on creating more marketing materials for ViennArt Academy. Looking ahead, I'm excited to explore the realm of 3D design and delve into creating interactive pieces. Expect to see a fusion of traditional design principles with innovative digital experiences in my future projects.

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

YL : My ultimate goal as a designer is to make a meaningful impact through my work. Whether it's inspiring others, solving complex problems, or enriching experiences, I aim to create designs that resonate deeply with people and contribute positively to the world around me. Ultimately, I strive to leave a lasting legacy that reflects my passion for creativity, innovation, and storytelling.

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

YL : I believe people expect an esteemed designer to consistently deliver innovative and impactful design solutions that exceed expectations. They anticipate a level of creativity, professionalism, and attention to detail that sets their work apart and inspires admiration and trust.

DL: How does design help create a better society?

YL : Design serves as a catalyst for societal progress by addressing various challenges and enhancing the well-being of individuals and communities. Through thoughtful and innovative approaches, designers can create solutions that promote inclusivity, sustainability, and cultural understanding. Whether it's through designing accessible spaces, advocating for social causes, or developing products that improve quality of life, design has the power to inspire positive change and shape a more equitable and harmonious society.

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

YL : Currently, I'm fully immersed in the ViennArt Academy project, where I'm tasked with building a comprehensive visual system for the brand from the ground up. I'm particularly excited about this opportunity to craft a cohesive and impactful identity for a brand.

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

YL : My thesis project, 'Who Killed Mr. Stripe?' stands out as the most fulfilling endeavor for me. Unlike traditional graphic design projects, this was more focused on interactive space and experience design. While typical design aims for instant comprehension, I wanted to create an immersive experience where viewers could spend time exploring and feeling the design around them. It was a bold attempt to blur the lines between design and art, and although I faced skepticism during its creation, the project ultimately proved successful.

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

YL : I'd like to see greater collaboration between design and technology to drive innovation towards creating a more sustainable world. By harnessing the power of technology and design, we can address pressing global challenges and pave the way for a more sustainable future.

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

YL : I believe the future of design lies at the intersection of design and technology. We're witnessing a convergence where advancements in technology, such as artificial intelligence, augmented reality, and sustainable materials, are increasingly shaping the way we design and interact with the world around us. From immersive digital experiences to sustainable product design, the integration of technology into the design process will continue to drive innovation and redefine the boundaries of what's possible. As we move forward, I anticipate a greater emphasis on collaborative, interdisciplinary approaches that leverage the strengths of both design and technology to address complex challenges and create meaningful, impactful solutions.

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

YL : The timeline for finalizing a design project can vary significantly depending on factors such as the project scope and budget. While some projects may be completed relatively quickly, others with more extensive requirements may require months or even years of work to ensure quality and effectiveness.

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

YL : My process typically begins with thorough secondary research. This involves immersing myself in relevant industry articles and analyzing existing designs to glean insights and inspiration.

DL: What is your life motto as a designer?

YL : 'Design is not just what it looks like and feels like. Design is how it works.' from Steve Jobs.

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

YL : I believe they mutually influence and interact with each other to drive the development of design.

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

YL : In my design process, technology holds significant importance as it provides a multitude of possibilities and tools that greatly enhance the final outcome.

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

YL : I utilize various Adobe programs extensively in my design work, complemented by MacBook Pro and iPad.

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

YL : The role of color, materials, and ambient elements in design is pivotal, as they collectively contribute to the overall aesthetic, functionality, and user experience of a project. Each component holds the power to evoke emotion, convey meaning, and shape perceptions.

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

YL : I hope people inquire about the inspiration behind my designs and the thought process that went into creating them.

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

YL : My first thought would be, "I'll never be able to create anything equivalent to this. I'm hopeless." Then I'll try any means to push myself further as a designer to reach their height.

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

YL : My ideal design partner would be an animator or motion designer. I believe in the power of co-design as it allows for collaboration and the blending of complementary skills. I'm particularly drawn to working with someone skilled in rhythm, tempo, and music, areas where I feel I have room to grow. By partnering with a talented animator, I hope to learn from their expertise and enhance my own abilities in these areas.

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

YL : The designers who have had the most influence on my design journey are those with strong personal visual styles. Their individuality and unique approaches to design have inspired me to explore my own creativity and embrace my identity as a designer.

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

YL : The book that has had the most profound impact on me is 'Just My Type.' While typeface may often be perceived as a dry topic in graphic design, this book has the remarkable ability to make it as engaging as a novel. Through its captivating narrative and insightful exploration of typography, I developed a newfound appreciation and interest in typeface design.

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

YL : Teaching benefits both teacher and student. By teaching and mentoring others in design, I not only shared my knowledge and expertise but also gained new insights and perspectives from my students.

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

YL : I would want to meet Iko Tanaka. I believe his wisdom and insights could serve as invaluable guidance and inspiration in my design journey, transcending both time and space.

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

YL : The awards and recognition I've received serve as both encouragement and motivation for me to continually strive for excellence as a designer. While fame may come with its challenges, it's not my primary goal. Instead, I aspire for my designs to be recognized and appreciated on their own merits, surpassing any personal fame or recognition.

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

YL : As I delve deeper into design, my color preferences have become more fluid. The seashore in my hometown holds a special place in my heart, and I have a deep love for Japanese cuisine. Spring, particularly in my hometown where it extends for quite a while, is my favorite season. My constant companions are my cat and my laptop. MUJI is my favorite brand. I always aspire to collaborate with a diverse design team, working alongside product designers, interior designers, and architects to create immersive brand experiences.

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

YL : I must admit, it wasn't until my second year as a graphic designer that I realized black and white weren't considered colors.

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

YL : It may sound weird. I motivate myself by solving math problems or logic problems.

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

YL : When I was a child, my parents encouraged me to pursue a career in design from an early age. I was interested in fine art and fashion design during my elementary school years.

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

YL : Predicting the future thousands of years from now is tricky. I hope that human beings can preserve our planet and protect the environment well.

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

YL : In my design work and personal life, I strive to promote inclusivity, diversity, and equality for all. It's important to me that my work reflects these values.