Xu Tang

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Xu Tang ("XT") 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?

XT : I graduated from Sichuan Fine Arts Institute in Chongqing, China, where I built a strong foundation in visual communication and design thinking. After graduation, I began working independently as a designer, and I’ve now been in the field for over 14 years. What has truly shaped my design voice, however, is not just education, but real-world experience—and a deep passion for culture and storytelling.

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

XT : Design has always been a natural language for me. Even as a child, I loved observing details, arranging things, and imagining new forms. Becoming a designer was never a strategic decision—it was something that grew out of curiosity and instinct. What keeps me going is the belief that design has the power to connect people, express emotions, and quietly improve the world we live in.

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

XT : I chose it—it was a quiet but clear decision.

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

XT : I specialize in book design, cultural publishing, and visual identity rooted in storytelling. Much of my work explores the relationship between text and image, tradition and modernity. In the future, I hope to do more cross-cultural projects—designs that bridge different visual languages and help people understand one another better through art and narrative.

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

XT : Be patient, stay curious, and keep creating. Focus on depth, not trends. Great design takes time—and it comes from staying true to yourself.

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

XT : A good designer solves problems. A great designer goes further—they create meaning, emotion, and lasting impact.

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

XT : Good design is clear, thoughtful, and emotionally resonant. It serves a purpose, but also leaves space for feeling and reflection.

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

XT : Good design builds trust, tells stories, and creates lasting impressions. It’s not decoration—it’s communication. Investing in good design means investing in clarity, meaning, and connection.

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

XT : I’d design books—for children, for readers, for anyone who still believes in the power of printed stories. Something quiet, lasting, and full of heart.

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

XT : A deeply researched design project that explores the visual language of Chinese culture in a contemporary way— something slow, meaningful, and open to the world.

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

XT : Patience, focus, and staying true to my voice. I don’t chase trends—I listen, observe, and design with intention.

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

XT : I’m inspired by masters who balance clarity and emotion—like Dieter Rams for his logic, and Tadanori Yokoo for his boldness. Also by artists, writers, and thinkers who create with depth and honesty.

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

XT : I admire designs that are quiet but powerful—works that don’t try too hard, but stay with you. Whether it’s a well-designed book cover, a poster, or a piece of packaging, I’m drawn to clarity, restraint, and emotional depth.

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

XT : One of my most meaningful works is a redesign of the Four Great Classical Novels of China. It combined traditional literature with a fresh visual concept, using the idea of “glimpsing” to invite readers into the classics. It felt both personal and cultural—rooted in heritage, yet open to reinterpretation.

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

XT : Keep observing, keep making, and stay humble. I improve by walking, reading, talking to people—and paying attention to how things feel, not just how they look. Good design starts with being fully present in life.

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

XT : Maybe a writer, a craftsman, or someone working quietly with their hands. It would still be something creative, slow, and connected to life.

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

XT : To me, design is a way of seeing—and a way of caring. It’s how we shape ideas, solve problems, and bring beauty into everyday life.

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

XT : My biggest supporter is my wife—we work together and understand each other deeply. Also, friends, mentors, and clients who believed in my work when it was still taking shape.

DL: What helped you to become a great designer?

XT : Time, patience, and staying close to what truly matters. Also, not being afraid of simplicity—quiet design can be the most powerful.

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

XT : Doubt—both from others and myself. Also, the pressure to follow trends instead of building my own voice. But every challenge helped me grow more certain of my path.

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

XT : With clarity and intention. Let the work speak, but also tell the story behind it—why it exists, and what it means.

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

XT : I'm working on a new book project that explores traditional Chinese culture through a contemporary lens. You can expect more works that blend history, emotion, and quiet visual power.

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

XT : To create work that lasts—quiet, thoughtful design that touches people and stands the test of time.

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

XT : Consistency, clarity, and a sense of integrity. They expect me to create with care—and to stay true to my voice.

DL: How does design help create a better society?

XT : Design can make things clearer, fairer, and more human. It has the power to shape how we live, feel, and connect—with empathy at its core.

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

XT : I'm developing a new series that reimagines traditional Chinese literature through minimalist design. It’s a chance to bring heritage into the present—with quiet beauty and lasting meaning.

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

XT : I’m most proud of the projects where I was able to combine cultural depth with visual clarity—like my redesign of the Four Great Classical Novels. They reflect both who I am and what I care about.

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

XT : I hope to see more depth, less noise. More meaningful work rooted in culture, not just trends—design that lasts, not just sells.

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

XT : Design will move toward quiet clarity—simplifying complexity, humanizing technology, and reconnecting with emotion.

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

XT : It depends on the depth and scale. Some projects take weeks, others months. I don’t rush—I give each project the time it truly needs.

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

XT : I begin with listening—understanding the story, the context, and the people behind it. Then I sketch on paper, slowly shaping the concept before moving to the screen.

DL: What is your life motto as a designer?

XT : Less, but better. Be patient, stay true, and let the work speak quietly.

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

XT : Good design leads quietly. Trends come and go—but thoughtful design lasts.

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

XT : Technology is a tool, not the driver. It helps me realize ideas, but the core always comes from thinking, feeling, and observing.

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

XT : Everything usually starts with a pencil and paper. I mainly use Adobe Photoshop, Illustrator, and InDesign.

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

XT : They set the tone, mood, and rhythm. Color brings emotion, material adds texture, and environment gives context. Together, they shape how a design feels—not just how it looks.

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

XT : I hope they ask, “Why is it like this?” That means they’re curious about the thinking behind it—not just the surface.

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

XT : I wonder what the designer was feeling. Good design always carries emotion—and I try to sense the care behind it.

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

XT : My ideal partner is someone who listens deeply and thinks differently. Yes, I believe in collaboration—when built on trust, it makes the work richer.

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

XT : My wife—she sees things I miss, and her quiet insight always grounds me. Also, editors, artists, and mentors who reminded me to slow down and go deeper.

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

XT : Which books have had the greatest influence on your design? Updated English Answer: Zhuangzi, Greek philosophy, and books on psychology have deeply shaped how I think about design. They taught me to embrace uncertainty, observe human nature, and design with empathy and openness.

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

XT : By doing the work—again and again. Observing life, learning from others, and refining with patience. Time, attention, and care are my real tools.

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

XT : Steve Jobs. Not just for his vision of design, but for how he connected technology, intuition, and emotion.

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

XT : I’m grateful for the recognition—but I don’t design for awards. What matters most is quiet impact. Fame may be hard, but staying honest is harder—and more important.

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

XT : Color: Deep green. Place: A quiet mountain trail. Food: Handmade noodles. Season: Autumn. Object: Pencil. Brand: I admire brands that value timeless design—like Apple.

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

XT : One time, I was reading a book and unexpectedly received the design commission for that very same book. It felt like a perfect alignment—being able to bring my personal connection to the project made the design process deeply meaningful.

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

XT : A good day is when ideas flow and I feel connected to the work. I motivate myself by stepping outside—listening to nature, walking, and letting my mind rest.

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

XT : Not at first, but I always loved creating and observing details. Design was a dream that grew with me over time.

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

XT : The future is both uncertain and full of possibility. I hope design will help keep humanity connected to nature, emotion, and meaning—no matter how much technology changes.

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

XT : I hope they know my design is a reflection of my love for culture, simplicity, and honest storytelling. I create quietly, aiming to touch hearts and minds—one detail at a time.