Kikumi Yoshida

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Kikumi Yoshida ("KY") 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?

KY : I have been working in the design field for about 20 years. My work has ranged from branding support to various types of design needed to move businesses forward, including websites, packaging, signage, logos, and printed materials. Recently, I have been receiving more requests for branding support and packaging design.

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

KY : I have always enjoyed drawing and expressing ideas visually. As I thought about how to make use of this strength, I was naturally drawn to becoming a designer.

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

KY : I chose to become a designer by my own will. I wanted to use my skills in drawing and expression to help others communicate their ideas, and design felt like the most natural path to do so.

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

KY : I mainly design branding-related materials such as packaging, websites, signage, and printed tools. Among them, I particularly enjoy working on packaging, because it connects the product with the user, creating a bridge between the maker’s intention and the consumer’s experience.

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

KY : I am still in the process of learning and do not consider myself a "legend" by any means. However, if I were to give advice to my past self starting out in design, I would say: always face your clients sincerely. Listen not only to what they want to create, but also to their values and beliefs. Build trust by having not just work-related discussions, but also casual conversations and life stories. And above all, never forget your beginner's mindset — stay humble and keep learning.

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

KY : A good designer can meet expectations, but a great designer can discover potential that even the client hasn’t noticed and elevate it into a form that truly resonates. Great design is not just about style — it's about listening deeply, understanding context, and delivering value that lasts beyond trends.

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

KY : A truly great design is not just beautiful—it resonates emotionally with users, makers, and viewers. It naturally communicates the thoughts and intentions behind it. When evaluating design, I consider whether it fulfills its purpose, enriches the user experience, and reflects the pride and stories of the people involved.

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

KY : Good design redefines the meaning of products and services, shedding light on hidden value. It doesn’t just support branding—it has the power to influence choices and behaviors. Beyond aesthetics, it brings value in areas like sustainability, social connection, and trust-building. That’s why I believe it’s a long-term investment.

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

KY : I’d love to work more on creating “places” that reflect local culture, crafts, and materials, as well as packaging and spaces that communicate the values of the people involved. I’m especially interested in collaborating with primary industries or regional manufacturers to bring their often-overlooked stories into the spotlight through design.

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

KY : To launch a brand that fuses traditional crafts with design, in collaboration with local artisans. Not just to create products, but to build something that conveys their way of life and philosophy over time. That’s my long-term dream.

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

KY : Listening deeply. I prioritize understanding not only the product or service but the client’s values and worldview. That way, I can make more meaningful proposals. I also try not to impose my ideas, but co-create with the client.

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

KY : I’m inspired by people like Naohiro Niiyama of TSUGI and Takahiro Shiromizu of Unagi no Nedoko. They work closely with local communities while continuing to present new value. Their attitude—listening to the voices of the land and translating them into design—is something I deeply relate to.

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

KY : I’m especially impressed by Takahiro Shiramizu’s monpe project and Naohiro Niyama’s work in editing and reconstructing local products. What resonates with me in both cases is that their design is not just about visual expression—it translates the essence of a place, culture, and people’s lives into a form that can be shared. This approach aligns deeply with my own direction. Rather than focusing on the beauty of a product alone, their work conveys the background and philosophy behind it, which I deeply empathize with.

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

KY : It’s hard to choose just one. While the three projects I recently received awards for are memorable, other projects also remain vivid in my memory because they were all carefully crafted through close communication with each client. In particular, I feel that those projects were successful in bringing out the message to the user and the power of the materials—turning them into forms that truly conveyed their appeal.

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

KY : I believe the most important thing is to truly engage with people. By carefully listening to their values and thoughts—and sometimes even sharing perspectives on life itself—the depth of design changes significantly. For me, it's not just about work. I try to broaden my perspective through all kinds of experiences: spending time with people, traveling, reading, and conversations in daily life. I feel that this ongoing accumulation is what leads to greater range and flexibility in expression.

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

KY : I might have become a florist or a plaster craftsman who paints walls. I’ve always been genuinely interested in both professions and have a deep appreciation for their craft.

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

KY : For me, design is something that moves a client's life forward.

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

KY : My biggest supporters have been my family, my clients, and the local creatives and printing companies I work closely with. Their support and collaboration have been essential in shaping my design journey.

DL: What helped you to become a great designer?

KY : Learning directly from what clients see and touch in their daily lives has been one of my greatest sources of growth.

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

KY : I'm still very much on the path, not a master yet. But looking back, I feel that simply following a client’s requests without questioning often didn’t lead to the best results.

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

KY : I believe designers should clearly convey what aspects they focused on, how they balanced cost and quality, and whether the design truly helps the client achieve their goals.

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

KY : Currently, I’m working on package design and branding. I’ve been receiving more long-term projects lately.

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

KY : I want to create designs that blend seamlessly into everyday life—like something so natural and familiar, it feels like the air around us.

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

KY : I believe people expect me to give shape to their values and worldview in a way that resonates and connects.

DL: How does design help create a better society?

KY : Design can become a source of energy that pushes a business—and the people behind it—forward.

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

KY : I’m currently working on packaging design, branding, event planning, and helping develop a fashion brand.

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

KY : The pickled vegetable project for Namikata Farm stands out. Local creatives came together to develop a product, and the process of combining our strengths into one offering was deeply satisfying.

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

KY : I'd like to see more room for thoughtful and slower-paced design processes. In a world that often values speed and superficial aesthetics, I hope the industry will continue to shift toward designs that are rooted in genuine communication, storytelling, and local culture.

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

KY : I believe design will increasingly focus on uncovering and sharing the hidden values, culture, and craftsmanship found in regional areas. Design will become a bridge between tradition and modern life.

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

KY : It really depends on the project. Some are quick and intuitive, while others take months of collaboration and refinement. Regardless of the timeline, I try to give each project the time it needs to feel “right.”

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

KY : I always start by talking with the client. Through open conversations, I try to understand not only their goals, but also their values, struggles, and dreams.

DL: What is your life motto as a designer?

KY : To communicate genuine charm in the most honest and direct way possible.

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

KY : I believe design has the power to set trends. When rooted in truth and sincerity, design can shift perspectives and open new paths.

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

KY : Technology is a support tool that helps enhance expression, but it should never overshadow the message or story. I use it to clarify and refine ideas.

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

KY : I mostly use Adobe software such as Illustrator, Photoshop, and InDesign. I also rely on analog tools like sketchbooks, printed samples, and paper textures during concept development.

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

KY : They are essential. Texture, color, and atmosphere convey feelings beyond words. I always consider how the senses—sight, touch, even smell—can work together to deliver a design’s intent.

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

KY : I’d love if people asked, “What’s the story behind this?” Because that’s where the heart of the design always lies.

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

KY : I often wonder, “What values or beliefs are behind this?” Great design makes me curious about the designer’s thought process and passion.

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

KY : My ideal partner is someone who shares similar values, truly cares about the client, and isn’t afraid to challenge each other’s ideas. I strongly believe in co-design.

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

KY : My mentor from design school had a profound influence on me. They taught me how to see beyond aesthetics and focus on meaning and connection.

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

KY : It’s hard to choose just one. I have been inspired by many different books depending on each project. I often choose what to read based on the materials, local culture, or themes I’m working with.

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

KY : I learned the basics at school, but most of the important lessons came from working with clients. Through dialogue with them, I’ve grown steadily, learning how to approach projects and deepen my thinking about design.

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

KY : I would love to meet and talk with people who are working to share regional culture and values with the world. I truly respect their dedication and want to learn from their approach.

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

KY : I don’t really feel famous, but I’m happy if these recognitions give me more chances to celebrate with my clients and collaborators.

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

KY : I love the blue of the sea and the green of the mountains—natural colors from Ehime where I live. Rather than specific brands, I’m drawn to things that reflect their land and context.

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

KY : There was a time I made a package design for a client without being asked—just because I wanted to see their happy reaction.

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

KY : A good day for me involves being in nature or visiting clients directly. These moments recharge me and keep me motivated.

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

KY : I didn’t know I would become a designer, but I did feel I could keep going if it was something I loved—and that turned out to be design.

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

KY : If the things we create today could still exist in the future, then it’s our role to treat each project sincerely and pass down our values to the next generation.

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

KY : I love design, and I love seeing my clients smile. I always try to express their personality and uniqueness through the design, so I’d be glad if you see my work through that lens.