Zhike Yang

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Zhike Yang ("ZY") 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?

ZY : I began my journey in design with a passion for storytelling, inspired by films like "Frozen" and "Spirited Away." I am a self-taught storyboard artist who has been fortunate to receive mentorship and feedback from industry professionals. My educational background includes intensive hands-on training from directors and designers, coupled with practical work experiences that shaped my approach to visual storytelling.

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

ZY : Design allows me to explore the depths of human emotions and narratives. The ability to create stories that resonate with audiences worldwide is my primary motivation. I became a designer to bridge cultural gaps through compelling narratives, and to provide experiences that connect people on a profound emotional level.

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

ZY : I chose to become a designer after realizing the profound impact of storytelling during my bachelor's degree in visual communication design. Initially focused on design, I discovered the motivational power of narrative, prompting me to shift my focus to narrative visualizing. This transition was driven by a desire to connect deeply with audiences through visual storytelling.

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

ZY : I specialize in narrative visualization and storyboarding for films and animations. I aspire to design more immersive storytelling experiences, particularly in animated feature films and virtual reality projects that push the boundaries of conventional storytelling.

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

ZY : Young designers should cultivate a strong foundation in both technical skills and emotional intelligence. It's essential to be open to feedback, continuously learn from industry veterans, and embrace challenges as opportunities for growth. Building a diverse portfolio and staying true to one's unique vision are crucial steps toward becoming a design legend.

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

ZY : A great designer goes beyond aesthetics, creating work that resonates on an emotional level and tells a compelling story. While good designers master their craft, great designers innovate, inspire, and push the boundaries of what is possible, making a lasting impact on their audience.

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

ZY : A good design seamlessly integrates form and function, but a truly exceptional design evokes emotions and tells a story. I evaluate designs based on their ability to connect with the audience, the clarity of the narrative, and the innovative use of visual elements to enhance the storytelling experience.

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

ZY : Good design has the power to transform perceptions, evoke emotions, and create memorable experiences. Investing in good design enhances user engagement, fosters brand loyalty, and can drive societal change by addressing core human needs and emotions through thoughtful, impactful visuals.

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

ZY : Given the time, I would love to create a film full of fantasy, relationship building, communication, and family support. One such idea currently incubating is a project called "Strings," which delves into these themes. This film would be aimed at a global audience, transcending cultural barriers and connecting with people on a deeply emotional level.

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

ZY : My dream project is to create an animated feature film that combines traditional storytelling with cutting-edge technology, offering an immersive narrative experience that resonates with audiences worldwide. This film would explore complex emotional landscapes and human connections in a visually stunning format.

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

ZY : My secret ingredient is empathy. Understanding and connecting with the audience on an emotional level allows me to create designs that resonate deeply. Coupled with a relentless pursuit of innovation and a commitment to storytelling, this approach has been central to my success.

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

ZY : I am inspired by Dean DeBlois, the writer and director of the "How to Train Your Dragon" film series. I once met him at a showcasing event, and his ability to capture emotions and translate them into impactful narratives deeply resonated with me. His work exemplifies the power of storytelling in animation.

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

ZY : I admire the works of Pixar for their seamless blend of humor, heart, and technical brilliance. Films like "Inside Out" and "Coco" stand out for their innovative storytelling and emotional depth, qualities I strive to incorporate in my own designs.

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

ZY : One of my greatest designs is "RenaiDance," an animated short film that garnered international acclaim. Its strength lies in the emotional depth and cultural resonance it achieved, effectively combining visual storytelling with a compelling narrative that touched audiences globally.

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

ZY : To improve, designers should embrace continuous learning and seek diverse experiences. I have always sought feedback, attended workshops, and collaborated with other artists to broaden my perspective. Staying curious and open to new ideas is essential for growth.

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

ZY : If I hadn't pursued design, I might have become a wedding photographer. Capturing people's happiest moments and being part of their positive emotions flow would be incredibly fulfilling for me. Guiding people to capture their happiest moments feels like a destiny I could have embraced.

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

ZY : For me, design is a powerful tool for storytelling. It involves creating visual narratives that connect with people emotionally and intellectually. Design is about solving problems creatively and making a lasting impact through meaningful and engaging experiences.

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

ZY : My journey has been supported by many mentors and industry professionals who provided invaluable feedback and guidance. My family and close friends have also been unwavering in their support, encouraging me to pursue my passion and push creative boundaries.

DL: What helped you to become a great designer?

ZY : A combination of relentless curiosity, continuous learning, and a deep empathy for the audience has helped me grow as a designer. Embracing challenges and viewing them as opportunities for growth has also been pivotal in my development.

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

ZY : One significant obstacle was gaining recognition in a highly competitive industry. I overcame this by building a strong portfolio, networking with industry professionals, and continuously refining my skills. Each setback was an opportunity to learn and improve, ultimately shaping me into the designer I am today.

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

ZY : Designers should present their work through a combination of strong visuals and compelling narratives. It's essential to provide context, explain the design process, and highlight the impact and effectiveness of the work. Using a mix of high-quality images, prototypes, and storyboards, coupled with clear, concise explanations, helps convey the design’s value and intent.

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

ZY : My next design project is an animated series titled "To Be Hero X." This series will delve into the complexities of heroism, exploring themes of courage, identity, and moral dilemmas. It's a project that aims to combine thrilling action with deep emotional storytelling, offering a fresh perspective on what it means to be a hero.

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

ZY : My ultimate goal as a designer is to create impactful narratives that transcend cultural barriers and evoke strong emotional responses. I strive to tell stories that connect people, inspire change, and leave a lasting impression on society.

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

ZY : People expect high-quality, innovative designs that push boundaries and offer new perspectives. They look for a deep understanding of storytelling, emotional resonance, and the ability to create visually stunning and meaningful experiences.

DL: How does design help create a better society?

ZY : Design helps create a better society by addressing social issues, fostering empathy, and encouraging positive change. Through thoughtful storytelling and visual communication, design can highlight important topics, inspire action, and connect people across different backgrounds and cultures.

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

ZY : I am particularly excited about "To Be Hero X," an animated series that explores the multifaceted nature of heroism. This project allows me to push the boundaries of narrative and visual storytelling, and I am eager to see how it resonates with audiences.

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

ZY : The project that gave me the most satisfaction was "RenaiDance," a CG animated short film. It was a collaborative effort that brought together various artistic disciplines, and seeing it come to life and resonate with audiences was incredibly fulfilling.

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

ZY : I would like to see more emphasis on diversity and inclusion within the design industry. Encouraging a wider range of voices and perspectives can lead to more innovative and impactful designs that better reflect and serve our global society.

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

ZY : The design field is heading towards greater integration of technology, with advancements in AI, VR, and AR reshaping how we create and experience design. There will be a stronger focus on user experience and creating immersive, interactive environments.

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

ZY : The time it takes to finalize a design project varies depending on its complexity. Generally, it can take anywhere from a few months to several years, as I go through multiple iterations and refinements to ensure the final product meets the highest standards of quality and effectiveness.

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

ZY : I start a new design project by conducting thorough research and understanding the core objectives and audience. This is followed by brainstorming sessions, sketching initial concepts, and developing a clear narrative and visual direction.

DL: What is your life motto as a designer?

ZY : My life motto as a designer is "Design with empathy and purpose." This means creating work that not only looks beautiful but also connects with people on an emotional level and serves a meaningful purpose.

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

ZY : I believe design sets the trends. When designers understand the fundamental emotions and needs of their audience, they can create work that not only aligns with current trends but also leads and shapes future ones.

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

ZY : Technology plays a crucial role in my design process. It allows me to visualize complex ideas, create detailed animations, and collaborate effectively with others. Tools like Adobe Creative Suite and 3D modeling software are essential in bringing my designs to life.

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

ZY : I use a variety of design software and equipment, including Adobe Photoshop, Illustrator, After Effects, and Autodesk Maya. For hardware, I rely on a high-performance computer, drawing tablets, and VR headsets to explore and create immersive designs.

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

ZY : Color, materials, and ambiance are vital in design as they evoke emotions and set the tone of the narrative. They help create a cohesive and immersive experience, guiding the audience’s perception and engagement with the design.

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

ZY : I wish people would ask about the stories behind my designs. Understanding the narrative and emotional intent behind each project adds depth to the visual experience and highlights the thought and care put into each piece.

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

ZY : When I see a new great design or product, I think about the creative process behind it. I admire the designer’s ability to solve problems and evoke emotions, and I consider how I can learn from their approach to enhance my own work.

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

ZY : My ideal design partner is someone who shares a passion for storytelling and has complementary skills. I strongly believe in co-design, as collaboration brings diverse perspectives and ideas, leading to richer and more innovative outcomes.

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

ZY : Interactions with industry professionals, such as directors and fellow artists, have greatly influenced my design work. Their feedback and insights have helped me refine my skills and approach, pushing me to continually improve and innovate.

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

ZY : One of the books that profoundly influenced my design approach is "The Hero with a Thousand Faces" by Joseph Campbell. It helped me understand the universal patterns in storytelling and the importance of mythic structure in narrative design. Another impactful book is "The Visual Story" by Bruce Block, which deepened my understanding of visual structure and cinematic techniques.

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

ZY : I developed my skills through a combination of formal education, self-teaching, and hands-on experience. My bachelor's degree in visual communication design provided a strong foundation, and I self-taught storyboard skills, receiving invaluable feedback from industry professionals. Continuous learning, practice, and staying updated with the latest tools and trends have been crucial in my development.

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

ZY : If I could meet anyone, it would be Jennifer Lee, the director and writer of "Frozen." Watching "Frozen" was a turning point in my life, inspiring me to shift from design to narrative storytelling. The film's emotional depth, strong characters, and beautiful visuals deeply moved me and motivated me to pursue a career where I could create stories that resonate with audiences on such a profound level. Meeting her would be a dream come true, as her work continues to inspire my journey as a storyteller and narrative visualizer.

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

ZY : Receiving awards and recognition is incredibly gratifying as it validates the hard work and passion I put into my projects. While fame brings its challenges, such as maintaining high standards and dealing with public expectations, it also opens doors to new opportunities and collaborations, which I cherish.

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

ZY : Color: Blue, for its calming and inspiring qualities. Place: Beijing, for its rich cultural heritage and modern conveniences. Food: Hotpot, for its communal and flavorful experience. Season: Spring, for its sense of renewal and blossoming creativity. Thing: My sketchbook, where ideas are born. Brand: Wacom, for their excellent design tools that enhance my creative process.

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

ZY : A great day as a designer starts with a cup of coffee and some light exercise, like jogging in the park. Seeing my ideas come to life and receiving positive feedback from clients and colleagues motivates me. I also find inspiration in small moments of creativity, like sketching a new concept or finding a solution to a design challenge.

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

ZY : As a child, I was always drawing, creating stories, and experimenting with visual arts. My fascination with Disney and Pixar films sparked my passion for storytelling through visuals. Those early signs of creativity and a relentless pursuit of improving my skills made it clear that design was my calling.

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

ZY : In a thousand years, I envision a world where design and technology are seamlessly integrated into everyday life, enhancing our experiences and interactions. Sustainability and empathy will be central to design, creating a harmonious balance between innovation and the environment. Storytelling will continue to evolve, finding new mediums and forms to connect people across cultures.

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

ZY : I want my fans to know that my journey as a designer is driven by a passion for storytelling and a commitment to creating meaningful and resonant visual experiences. Every project is a labor of love, aimed at touching hearts and sparking imaginations. I am grateful for the support and inspiration from audience, and I am excited to continue exploring new creative horizons together.