Xingyue Deng

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Xingyue Deng ("XD") 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?

XD : I graduated with a background in visual communication design and have been deeply involved in the field since 2015. In 2019, I founded my own studio, Find Design Studio, based in Chengdu, China. Over the years, I’ve developed a multidisciplinary practice focusing on brand, packaging, editorial, and cultural projects. My work blends strategic thinking with visual storytelling and has been recognized by prestigious design awards globally, including NY ADC, K-Design Award, DNA Paris, HKDA, and the Taipei Design Award.

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

XD : Design gives me the power to translate emotions, ideas, and cultural nuances into visual form. I became a designer because I believe in the silent power of design—it’s a universal language that connects people across boundaries. What motivates me is the opportunity to create resonance, to make people feel, think, and connect through something they see.

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

XD : I chose design, but perhaps in a way, it also chose me. I’ve always been drawn to visuals and storytelling since childhood. Design felt like the most natural medium through which I could express my thoughts. It’s a profession that constantly challenges and fulfills me—and I’ve never looked back.

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

XD : I design across various visual communication platforms, with a strong focus on branding, packaging, and editorial design. Lately, I’ve become more interested in conceptual design and cultural design narratives—projects that connect deeply with identity, memory, and emotion. I would love to work more on installations or design exhibitions that explore this intersection.

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

XD : Stay curious. Sharpen your sensitivity. And don’t just learn tools—learn to see. Develop your own voice, and never stop questioning what design means to you personally. It’s a long journey, but if your work is sincere and rooted in meaning, people will notice. Also, don’t chase trends—chase depth.

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

XD : A good designer solves problems beautifully. A great designer asks deeper questions—about people, context, and meaning—and creates solutions that resonate beyond the surface. Great designers don’t just follow briefs; they elevate them. They have a strong inner compass and a vision that connects design with culture, emotion, and time.

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

XD : A really good design is one that is both intelligent and emotional. It communicates clearly, but also lingers in the mind. It feels inevitable, like it couldn’t have been done any other way. I evaluate a design by how honest it is to its purpose, how well it engages the audience, and how long it stays relevant—not just visually, but conceptually.

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

XD : Good design enhances life—it improves functionality, sparks emotion, and builds trust. It’s not a luxury; it’s a necessity in a world overloaded with noise. Good design helps ideas and brands become more human, more memorable. It’s a long-term investment that builds meaningful connections with people and shapes how we experience the world.

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

XD : If time weren’t a constraint, I’d love to design a traveling exhibition or publication that explores Chinese visual culture in a contemporary context—something that bridges the traditional and the modern, the East and the global. I’d also love to collaborate with musicians, architects, or scientists—to create interdisciplinary works that surprise even myself.

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

XD : A dream project for me would be to curate and design a large-scale visual storytelling experience—perhaps a cross-media exhibition or book that archives forgotten visual memories of everyday life in modern China. Something personal yet universal. I want to create something that leaves emotional traces, that tells stories beyond the screen or page.

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

XD : If I had to name a secret ingredient, it would be observation with empathy. I pay attention to the small, quiet things—people’s habits, overlooked moments, visual rhythms in daily life. I try to listen deeply, not only to clients but also to the unspoken needs behind a brief. It’s this ability to observe from multiple angles—emotional, cultural, functional—that allows me to create work that feels both precise and poetic.

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

XD : I admire a wide range of designers, but I’m especially inspired by those who create enduring visual systems—like Otl Aicher, Kenya Hara, and Shigeo Fukuda. Their works are not just visual; they’re philosophical. I also respect contemporary cross-disciplinary thinkers like Stefan Sagmeister and Studio Dumbar—people who merge intuition with intellectual clarity and challenge the boundaries of what design can be.

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

XD : I love works that feel inevitable yet surprising. For instance, the Munich Olympics visual identity by Otl Aicher—it’s timeless, rational, and human at the same time. I also admire the clarity and quiet tension in Japanese book design, like those from Kazunari Hattori. These works balance tradition and modernity, system and emotion. They never shout, yet always leave a strong impression.

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

XD : It’s difficult to name a single “greatest” design, but one project that stands out is my calendar series for a medical diagnostics company, where I used abstract visual language to interpret the rhythms of life and health. What makes it special isn’t just the final visuals, but how I translated invisible concepts—like breath, time, and vitality—into tactile, visual form. It was a deep collaboration between science and aesthetics, logic and emotion.

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

XD : Becoming a better designer requires curiosity, discipline, and introspection. I believe in continuously feeding your mind—not just with design, but with cinema, literature, philosophy, and nature. Personally, I kept a habit of self-reflection after each project, asking not just what worked, but what could be done differently. Also, don’t isolate yourself—observe life, collaborate, and most importantly, stay humble. Design is a lifelong conversation.

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

XD : If I hadn’t become a designer, I might have become a filmmaker or a writer—someone still telling stories, but through different mediums. Storytelling has always been at the core of my being. I’m fascinated by how meaning is constructed, and I think whether through visual systems or narrative structures, my curiosity would still lead me to create something expressive and layered.

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

XD : To me, design is the art of translating thought into form, of giving intangible ideas a tangible presence. It’s not just decoration or surface, but a way of thinking and communicating. Design creates bridges—between people and ideas, emotion and logic, past and future. It is where human insight meets aesthetic precision.

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

XD : I’ve been fortunate to be surrounded by people who supported me quietly and consistently—my mentors, peers, and especially my family. My parents gave me space to explore freely. Professionally, I’ve had collaborators and clients who trusted in my vision even when the direction was unconventional. Their belief became the foundation for my confidence and freedom to explore.

DL: What helped you to become a great designer?

XD : A deep sense of self-discipline and curiosity helped me most. I’ve always had a strong internal drive—to learn, to refine, to question. I never stop observing, reading, sketching. But more than that, I value the ability to pause and reflect. Great design is not just about producing work endlessly—it’s also about knowing when to stop and listen, when to simplify, and when to dig deeper.

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

XD : In the early years, the biggest obstacle was doubt—not only from others but from within. As a young designer, you’re constantly negotiating between external expectations and internal ideals. Finding my own voice took time, and so did learning to balance artistic integrity with commercial pragmatism. I also come from a region where international visibility isn’t always easy—building that presence took patience and persistence.

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

XD : Designers should present their work with clarity, context, and conviction. A good presentation not only shows what was done, but also why it matters. Walk your audience through the narrative behind the choices—colors, structure, typography, emotion. Whether it's a pitch or a publication, the work should speak clearly on its own, but your voice adds depth and direction.

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

XD : Currently, I’m developing a body of work that explores the intersection of data, emotion, and narrative systems. I want to create something that goes beyond aesthetics—design that visualizes life rhythms, cultural memory, and human fragility. Expect future work to be more experimental, but still rooted in clarity and meaning.

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

XD : My ultimate goal is to build a body of work that stands the test of time—not because it followed trends, but because it spoke to something essential and true. I also hope to mentor younger designers, to contribute to the design community through dialogue, teaching, and collaboration. In a way, I hope design becomes not only what I do, but what I give back.

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

XD : People expect a level of consistency, clarity, and surprise. As a recognized designer, you’re not just solving problems—you’re also shaping visions, proposing new perspectives, and setting a certain standard. But I also believe people look for honesty, humility, and a sense of openness to grow and evolve with the world around us.

DL: How does design help create a better society?

XD : Design has the power to make information more accessible, communication more empathetic, and systems more human-centered. In a world full of noise, design can simplify, clarify, and connect. Good design can empower marginalized voices, promote sustainability, and visualize futures we want to live in. It can be both a tool and a catalyst for change.

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

XD : I am currently working on a visual project for a medical diagnostics company. It explores the invisible rhythm of life and its deep connection to health. Rather than simply representing medical equipment or data, I approach the project as a poetic narrative—using abstract geometry, layered structures, and tonal gradients to express the unseen systems that sustain life. It’s a cross between science and emotion, and this intersection is what truly excites me.

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

XD : One of my most fulfilling projects was a calendar themed around the concept of "Life," where each month featured a reinterpretation of the brand's “O” symbol as a visual universe. In one illustration, the “O” became a moon rising over a desert; in another, it was a circular window into a dreamlike interior. These minimal yet poetic expressions gave me the freedom to explore emotion and narrative within constraints, turning a simple graphic into something symbolic and evocative.

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

XD : I hope the design industry puts more emphasis on depth, culture, and long-term thinking. Today’s design world moves at lightning speed, often favoring superficial visuals over meaningful ideas. I would love to see more designers take on the responsibility of being storytellers, researchers, and cultural translators. Design should not only respond to trends but also shape them—offering reflection and imagination in a fast-moving world.

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

XD : Design is diverging in two directions. On one side, we have hyper-efficiency driven by AI and automation. On the other, there’s a growing need for emotional, human-centered design that transcends technology. I believe future design will need to balance both: being efficient yet intimate, precise yet poetic. The most valuable designs will be those that hold space for feeling while embracing innovation.

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

XD : It really depends on the type of project. Some dynamic posters can be completed in a few days, while more comprehensive visual systems might take weeks or even months to refine. For me, the most crucial stage is concept definition. Once the idea is clear, execution becomes much smoother. I’ve spent as little as three days and as long as two months fine-tuning a single project.

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

XD : I always begin with research—on the brand, the audience, the cultural context, and the emotional tone. Then I write down keywords that define the spirit or mood I want to convey. From there, I explore visual directions through sketches, references, and moodboards. My process is a dialogue between thinking and feeling, writing and sketching, experimenting and refining.

DL: What is your life motto as a designer?

XD : "Less obvious, more emotional." Great design isn’t about shouting the answer. It’s about inviting curiosity, touching something deeper, and letting the viewer discover meaning through layers. I believe in designs that unfold, not overwhelm.

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

XD : It’s a dialogue. Trends inevitably shape the aesthetic environment, but truly meaningful design has the power to push culture forward. The best designs don’t just follow—they observe deeply, respond thoughtfully, and offer a new perspective. Legendary designs are often the ones that feel timeless, regardless of trend.

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

XD : Technology is a tool that expands my senses. Whether it’s AI-powered ideation, 3D rendering engines, or animation software, these tools help me visualize things that exist beyond the tactile world. But to me, technology is never the goal—it’s the medium. The soul of the work still comes from intention, feeling, and cultural context.

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

XD : I primarily use Adobe Creative Suite (Illustrator, After Effects, InDesign), Cinema 4D for 3D visuals, and Procreate for sketching. I also incorporate Midjourney and Runway for AI-assisted concept generation. My workflow is powered by a Mac Studio and Wacom tablet, which give me both speed and tactile control over my visuals.

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

XD : Color, materials, and ambiance are the emotional core of a design. They speak to the subconscious and create an atmosphere that shapes how people perceive and interact with a product, brand, or space. I use color strategically to evoke moods and narratives—warm tones might create a sense of comfort, while cooler tones could evoke tranquility or professionalism. Materials ground the design in reality, connecting the digital with the tactile. Ambiance, whether in a product, environment, or visual experience, draws the viewer in, creating a space for reflection or engagement. I see all three as tools to communicate something deeper beyond the surface.

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

XD : I hope people ask, “What does this design make you feel?” I believe the emotional resonance of a design is just as important as its visual appeal. It’s important to me that my work sparks curiosity, conversation, and reflection. Every design, no matter how subtle, has a narrative to share, and the best questions arise from that dialogue.

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

XD : When I see a new great design, I immediately think, “What is the story behind this?” Great design, to me, is never accidental. It’s a thoughtful, calculated response to a problem or a conversation with culture. I want to know what inspired it, how it was made, and what it ultimately communicates. The best designs feel like they have a voice that’s been carefully crafted.

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

XD : I thrive in collaborative environments. My ideal design partner is someone who pushes my thinking while respecting the essence of the design. I believe in co-design because it brings fresh perspectives, encourages creativity, and produces a richer end result. The best collaborations feel like a harmonious conversation where both sides learn, grow, and challenge each other.

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

XD : There are many figures in my career who have had profound influence, but I must credit my mentors—seasoned designers who pushed me to think critically about my work and its larger purpose. My interaction with other award-winning designers, clients, and even artists in different fields has been invaluable. Each one has contributed something unique, whether it’s a fresh perspective, a constructive critique, or a new approach to creative challenges.

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

XD : Books that explore the intersection of culture, art, and design have always influenced me. Some of the most impactful ones include “The Design of Everyday Things” by Don Norman, which gave me a deeper understanding of user-centered design, and “Steal Like an Artist” by Austin Kleon, which helped me embrace creativity without fear of imitation. “Ways of Seeing” by John Berger also helped me see how design interacts with society and communicates meaning beyond the visual.

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

XD : I think it’s a combination of formal education and continuous practice. After earning my degree in visual communication, I spent countless hours experimenting and exploring different mediums—graphic design, 3D design, animation, and more. What’s essential is a mindset of lifelong learning: keeping an open mind, challenging my assumptions, and constantly testing my ideas. The process of self-reflection, mixed with feedback from peers and clients, has sharpened my craft.

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

XD : If I could meet anyone, it would be Steve Jobs. His vision for design went beyond aesthetics and into the realm of innovation, user experience, and simplicity. His ability to think outside the box and turn complex technology into intuitive, beautiful products remains a huge source of inspiration for me. I would love to discuss the future of design, the intersection of technology and humanity, and how to build timeless, meaningful products.

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

XD : Awards are always an honor, but I believe the true reward is the work itself. Recognition brings a sense of validation, especially when it comes from peers and industry leaders, but it’s the process of creating that excites me most. Fame doesn’t concern me—it’s the impact that matters. I’ve always focused on creating meaningful design, and if that resonates and earns recognition, it’s a bonus. It’s about the journey, not the destination.

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

XD : Color: Dark green. It represents growth, balance, and harmony—qualities that reflect both nature and the design process I cherish. Place: Chengdu, China. It’s a city full of culture, history, and vibrant creativity. The mix of ancient traditions and modern energy makes it an inspiring place to live and work. Food: A well-prepared sushi platter. The balance of simplicity, elegance, and freshness is something I deeply admire. Season: Autumn. It represents change, reflection, and the beauty of transition. Thing: PlayStation VR2. It’s an innovative leap into immersive experiences, blending technology with creativity in a way that excites and inspires me. Brand: Apple. Their approach to design, particularly the way they balance aesthetics and user experience, has always influenced my own work.

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

XD : One memorable moment was during a project where I was working with a very tight deadline. I had everything set and was about to submit the design when the system crashed, and I lost hours of work. At that moment, I just sat there, frustrated, but then I realized that it was a chance to rethink and improve the design. In the end, the new version was even better, and I learned the value of staying calm and finding opportunity in moments of stress. That experience became a reminder to always back up my work, but also to embrace unexpected challenges with a positive mindset.

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

XD : A great day for me starts with a clear focus and ends with a feeling of accomplishment. I motivate myself by keeping my goals in mind and remembering why I became a designer in the first place—because I love creating things that make people feel something. The best days are when I see my designs come to life, whether through feedback from clients or seeing them used in real-world contexts. I also find motivation in learning something new every day, whether it’s a technique, trend, or creative approach.

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

XD : As a child, I was always drawn to art and creativity, whether through drawing, building things, or experimenting with design. I didn’t fully realize it at the time, but looking back, I can see how my passion for visual expression and problem-solving naturally led me to design. I always loved how things were made and how they could tell a story, and that curiosity has stayed with me throughout my career.

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

XD : The future of design, especially in the next thousand years, will be shaped by technology, sustainability, and how we interact with the world around us. I foresee designs that are deeply integrated into our environments, perhaps in ways we can't yet imagine, like seamless digital interfaces or advanced augmented reality. I also hope that the future will bring designs that are not only aesthetically pleasing but also more sustainable and harmonious with the planet. In a thousand years, I believe design will be an essential force in shaping human civilization, guiding our interaction with both technology and nature.

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

XD : I want my fans to know that my design philosophy is rooted in storytelling, empathy, and innovation. Each project is an opportunity to connect with people, to understand their needs, and to create something that resonates on a deeper level. I believe design should always strive to improve the world in some way—whether it’s through making people’s lives easier, more enjoyable, or more meaningful. What excites me most is the potential for design to shape the future in ways that make the world a better place for everyone.