Sinong Wu

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Sinong Wu ("SW") 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?

SW : I work at Sinong Creative Design, a studio named after myself; Mainly engaged in liquor packaging design work, providing packaging design and brand planning work for well-known liquor brands in China. Such as Wuliangye, Luzhou Laojiao, Diaoyutai, Fenjiu, and so on. I studied sculpture in college, and after graduation, I relearned design and became a designer.

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

SW : To be honest, design is something I learned after working, and I majored in sculpture in college. At first, I wanted to be an artist in the field of pure art (sculptor, oil painter). When I found that my design was recognized and loved by a large consumer group, it gave me great satisfaction and confidence. I firmly believe that this is the most important thing for me to persist in this industry for 10 years.

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

SW : To be honest, part of the reason is due to coercion; You know, sculpture is difficult to sustain life; On the other hand, I may have some talent for design, and I quickly got started. I really enjoy the feeling of being able to buy my own designed works in the market after the product is launched.

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

SW : I mainly work in the field of liquor packaging design, providing packaging design and brand planning services for well-known liquor brands in China. Such as Wuliangye, Luzhou Laojiao, Diaoyutai, Fenjiu, and so on. My design style is versatile, I can handle classical, fashionable, and simple styles.

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

SW : I may suggest that young designers can first acquire practical design knowledge and software skills, and copy excellent works more often. Continuing to cultivate innovative thinking, don't limit yourself to conventions, observe life more, learn across boundaries, and integrate different elements into design. Furthermore, accumulate practical experience, take the initiative to undertake projects, be not afraid of failure, and summarize gains and losses from each design. We also need to create a personal style, making the work uniquely recognizable and memorable at a glance. In addition, actively showcase oneself, participate in design competitions and exhibitions, share works on social media, and expand influence. At the same time, maintain a passion for learning, pay attention to industry trends and new technologies, and constantly update the knowledge system. Finally, one must have patience and perseverance. The path of design will not be smooth sailing. If you persist, you will eventually achieve your goals and become a legend in the design industry.

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

SW : A good designer can meet the basic needs of users, design works with complete functions and reasonable appearance, solve practical problems, just like making qualified clothes that are warm and fit well. Great designers are not limited to this, they can accurately perceive potential user needs and even create new ones. Works are not only practical, but also artistic and innovative, capable of leading trends and influencing industries. Like Steve Jobs, he made mobile phones not just communication tools, but also symbols of fashion and technology, changing people's way of life. This is the essential difference between great designers and good designers.

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

SW : A truly good design needs to meet multiple aspects. User needs are the core, like chairs that need to be comfortable and ergonomic. Reasonable functionality is crucial, for example, insulated cups can provide long-lasting insulation. Aesthetic presentation is indispensable, and a simple or unique appearance can attract people. Innovative performance makes designs stand out, such as foldable screen phones. Sustainability is also important, using environmentally friendly materials. A good design should be evaluated based on whether it meets the needs, has complete functions, aesthetic appeal, creativity, and environmental friendliness. A well balanced design in all aspects is commendable.

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

SW : I think there are several aspects to the value of good design. The most important thing is user experience, like Apple products, with a simple interface and smooth operation, making it easy for users to get started and enjoy convenience. At the same time, unique packaging design can make products stand out on the shelves and attract consumers' attention. Excellent design can enhance product added value, increase sales, bring more profits to enterprises, and promote business success. Good design can reflect personal aesthetics and style. Innovative design can improve the living environment and enhance the overall quality of society.

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

SW : If I have free time, I may design some household items. For example, tableware, combining practicality and artistic beauty, makes eating full of ceremony; Or creative storage boxes, which not only solve storage problems, but also become highlights of home decoration. I will design for people who value quality of life and pursue individuality, and they hope that their living space is both practical and beautiful. In addition, I may also design eco-friendly bags for environmental enthusiasts, advocating for environmental concepts while showcasing a unique sense of fashion, making environmental protection a trend.

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

SW : Watches, tea packaging, furniture design, environmental design. On watches, I want to break away from traditional styles and design watches with new experiences. I want to provide consumers with a unique interactive experience in tea packaging design.

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

SW : As a packaging designer, the secret to success lies in three points. One is "insight", which involves conducting in-depth research on product brand culture, target audience preferences, and accurately grasping design direction. The second is "innovation", not sticking to tradition, boldly integrating new elements and technologies to make packaging unique. The third is' details', from material selection to color matching, and even to craftsmanship presentation, all pursue the ultimate. The secret ingredient is' passion ', a genuine love for design that keeps me passionate and creative, constantly polishing good works.

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

SW : Original research, Zaha Hadid, Philip Stark, Dieter Rams, and so on. They are constantly innovating and breaking through in their respective fields.

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

SW : I really like the packaging design of ZAKIMI wine by Yuan Yanzai. Simple yet profound, integrating Eastern aesthetics into modern design, MUJI's design showcases its ability to use simplicity and natural materials. Zaha Hadid, designed for Guangzhou Grand Theatre; The architecture is full of futurism and fluidity, with bold curves and irregular shapes that break tradition and have a strong visual impact.

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

SW : Of course, I am extremely proud to have received the design works of Gold A and Bronze A this time. You can see the profound Chinese history and culture from the works of Gold A; Interactive experiences of play can also be found in Copper A works. And also the Wuliangye that I designed Waizui liquor, it is the best-selling small bottle liquor in China (100mL) with astonishing market sales and unique design. The birthplace of Wuliangye in Yibin City, Sichuan Province, where the environment is beautiful and the scenery is pleasant, we drew inspiration from the winding rivers and brought this feeling into the bottle design. At the same time, in terms of environmental protection, we have expanded the curvature of the wine bottle to make it easier to demold; While saving costs, it is also more environmentally friendly. Every year, we contribute to environmental protection in the face of huge sales.

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

SW : To become a better designer, efforts can be made in several aspects: continuous learning. I often attend design lectures and online courses, keeping up with industry trends and new technologies; Through diversified practice, I actively cross disciplinary projects, such as cultural and creative design for wine packaging, to broaden my style and skills; Drawing inspiration, I regularly visit art exhibitions and read interdisciplinary books to broaden my thinking; Value feedback, I will share my work in peer groups and show it to clients, and humbly accept suggestions for improvement; Regular review, monthly review of works, analysis of strengths and weaknesses, targeted improvement.

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

SW : Perhaps he will become a sculptor; Actually, I really want to be a racing driver and enjoy the passion brought by speed.

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

SW : For me, design is a precise fusion of needs, aesthetics, and emotions. It not only needs to solve practical problems (such as the practical functions of wine packaging), but also needs to convey the brand soul through sensory experiences such as vision and touch, and resonate with users. Design is the 'art of problem-solving' - breaking conventions with creativity, endowing value with details, and giving works both rational logic and emotional warmth. It is not only my profession, but also a language for expressing attitudes and connecting the world.

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

SW : My former colleagues, thank you for your selfless help and great technical support. And my family, silently helping me behind my back, cheering me on!

DL: What helped you to become a great designer?

SW : Sharp insight, continuous innovation, and empathy. Try new materials and techniques to make your work stand out; Simultaneously standing from the user's perspective, the design combines practicality and emotional warmth. In addition, I persist in interdisciplinary learning, drawing inspiration from art and technology, and this' never-ending desire for exploration 'keeps me constantly energized in design.

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

SW : Creatively, it is easy to fall into fixed thinking patterns, with a single design style that makes it difficult to break through oneself. For example, wine packaging design is often limited to traditional elements and lacks creativity. In terms of customer communication, sometimes it is difficult to accurately understand customer needs, resulting in repeated revisions of design proposals and wasting a lot of time and energy. The industry competition is also fierce, and excellent works emerge one after another. How to make one's design stand out and gain recognition is a great challenge. In addition, technology updates quickly and new design software and processes constantly emerge, requiring continuous learning to keep up with the pace, otherwise it may be eliminated.

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

SW : Designers should give consideration to both professionalism and attractiveness when displaying their works. In professional platforms such as Behance, it is presented as a complete project process, from demand analysis to landing results. Choose the most impactful works on the cover to attract browsing. At the same time, update the works in time, incorporate new ideas and technologies, and keep the collection fresh and competitive, so that different audiences can quickly understand the strength and characteristics of designers. Do the details that customers care about, such as my packaging design field, customers want to see the special effects of opening the box, material details and so on. Participate in more exhibition activities, create an immersive experience when participating in exhibitions, and let the audience intuitively feel the charm of design. Guided by stories, create a perfect experience.

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

SW : The next project is about the packaging design of tea, but I may design some product designs when I have time, such as watches. The design sketch has been completed, but I just need time to present it:). In the future, I expect that I can continue to break through the boundaries of innovation, expand cross-border and create more forward-looking works, such as the watch design mentioned above.

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

SW : My ultimate goal is to create a design with lasting influence and lead the industry trend, such as promoting and using green and ecological packaging materials to replace traditional materials. Improve the environment and promote social progress through design.

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

SW : I guess you may expect me to continue to produce high-level and innovative designs, leading the industry aesthetics and direction; At the same time, design conveys positive values, such as using more green, natural and environmentally friendly materials as mentioned above.

DL: How does design help create a better society?

SW : As a packaging designer, we can really help create a better society, for example, in environmental protection and sustainability: packaging with degradable and recyclable materials, reducing resource waste and environmental pollution. Guide consumers to form a sustainable consumption concept and promote the benign development of society. We can also enhance consumers' experience through design, and optimize the opening mode and structure of packaging with humanized design to enhance consumers' experience and make life more convenient and beautiful. Pass on good values.

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

SW : At present, we are doing some cross-border designs, such as the design of watches and other product categories. Of course, this makes me excited, because this is something I wanted to do a long time ago.

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

SW : Of course, I am satisfied with the design works of Gold A and Copper A this time. You can see the heavy history and culture of China from the works of Gold A; You can also find the interactive experience of play in the works of copper A. Unique packaging design experience, I believe consumers will also like my designs.

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

SW : It should be artificial intelligence, and I really want to know what state it will develop in the end. Designers can create more possibilities with AI, which is very interesting! It may also make many designers lose their jobs.

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

SW : Artificial intelligence is a very important development direction, and designers can use AI to create more interesting things.

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

SW : It depends on the situation of the project, which is roughly between 1 week and 4 weeks.

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

SW : I will first understand the needs of customers, such as consumer groups, price and cost control, and so on. Only by understanding these well can we make good products suitable for the commercial market.

DL: What is your life motto as a designer?

SW : Design is the art of solving problems, not the accumulation of decoration. Only by breaking the conventional boundaries can we define new standards.

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

SW : I think there are both. Fashion can guide designers to design new categories, and designers can also use design to guide the direction of fashion.

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

SW : Faster, more efficient and intuitive. For example, 3D printing technology makes complex design more efficient from concept to object and shortens the creative landing cycle. For example, AI intelligence can quickly iterate the design and reduce the cost of trial and error.

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

SW : I use three types of software to handle my work. Plane image classes: Adobe Illustrator, Photoshop, CorelDRAW. 3D modeling classes: Rhino, SketchUp. Rendering software: Keyshot. Of course, there are office software and so on. The device is a Mac.

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

SW : As a packaging designer, colors and materials are closely related to environmental design. Color is the "facade" of the brand, which can strengthen the brand recognition. For example, red attracts attention and conveys vitality, and green is associated with environmental protection, which causes emotional resonance and affects the purchase decision. Material is the carrier of function and aesthetics, which should not only protect products, but also meet the sustainable demand, such as degradable materials, which are environmentally friendly and enhance the image. The environment runs through the whole packaging process, and the color should be conspicuous with the shelf background when displayed. The materials during transportation should be resistant to pressure and shock, and the convenience of recycling should be considered after use. Only when the three work together can we create attractive, practical and environmentally friendly packaging.

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

SW : Did you do all these designs by yourself? (Yes:)) How did you manage to master all kinds of styles?

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

SW : What drove this great product to appear? What happened behind this? How is it realized?

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

SW : My ideal partners are interdisciplinary experts (such as materials engineers and sustainable strategists) and end-user representatives (such as consumer behavior analysts and brand product managers). I firmly believe that cooperative design can stimulate innovation-engineers can optimize the structure and technology, strategists can plan the whole life cycle environmental protection scheme, and users' perspective can ensure that the design really solves practical problems. Cooperative design is not a compromise, but a more competitive solution that integrates technical feasibility, business objectives and user experience through the integration of multiple disciplines, which is an inevitable choice to meet the needs of complex markets.

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

SW : My former colleagues, before I founded Sinong Creative, I used to work in a very professional and famous design company in the industry. Colleagues have helped me a lot in my work and entered this industry in a professional state. Thank them.

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

SW : There are many books, and what impressed me the most are these: The book 'Design in Design' made me understand the importance of viewing daily life with fresh eyes. The meaning of 'design' will go beyond the level of technology and inject power into life and outlook. The book Design Psychology explores product design from the perspective of user behavior. Whether it is industrial products, Internet products or interface products, user behavior guidelines should be followed. The book "Design Methods and Strategies" summarizes all strategies and methods based on their applicable scope, from project preparation to evaluation and decision-making, helping me reflect and position myself in the design process, and solve problems more effectively and accurately.

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

SW : I think it should be about continuous learning and practice. On the one hand, I delve deeply into design theory. Simultaneously pay attention to industry trends, such as emerging environmentally friendly materials, intelligent packaging technologies, etc. On the other hand, by accumulating a wealth of practical experience and participating in various types of projects, from food to tea, from high-end gift boxes to mass consumer goods, the ability to grasp brand tone and target audience is enhanced through practical experience. In addition, I focus on cross disciplinary cooperation and communicate with material experts, engineers, marketers, and others to spark innovation. Maintain a keen observation of life, draw inspiration from daily things, integrate cultural and emotional elements into design, and make packaging not only practical but also artistically valuable and humanistic.

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

SW : If I could transcend time and space, I would most like to have a conversation with design giants like Yuan Yanzai, Zaha Hadid, Philip Stark, and Dieter Rams. Yuan Yanzai's interpretation of the design philosophy of "creating something out of nothing" will surely inspire me to explore more beauty in white space and artistic conception in packaging; Zaha Hadid's unconventional streamlined architectural language may prompt me to think about how to integrate dynamic structures into static packaging, giving products a sense of spatial narrative; Philip Stark's quirky and profound design thinking is sure to spark a creative spark that combines humor and functionality; Dieter Rams' minimalism of 'less, but better' allows me to reflect on how to return to essence and convey core values with the least amount of elements in the current era of excessive packaging. Talking to them is not only about exchanging design skills, but also a deep exploration of the essence of design, human lifestyle, and future possibilities. This collision of thinking will definitely allow me to break through existing frameworks and create more forward-looking works.

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

SW : As a designer, receiving awards and recognition does indeed make me feel honored. They are a recognition of my professional abilities and creativity, but more of a temporary motivation than a final goal. To be honest, it's difficult for designers to become famous. Suitable opportunities are needed, as well as the designer's own marketing skills (most designers are not very good at marketing themselves).

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

SW : I like black, white, and blue. He gives people a calm visual feeling, which I personally like very much. I like Chengdu, which is known as the city under the snow capped mountains. It has a fast-paced urban life and traditional culture; For example, Kuanzhai Alley (a symbiotic field of green bricks, gray tiles, and modern creativity). Of course, I also hope to one day go to Italy and see a different style and culture. I like spring and autumn as they have suitable temperatures and beautiful scenery. I like Zhongshui Dumplings (sweet and spicy balanced taste design). Just like the atmosphere of this city, it is more tolerant but also has its own personality. Of course, I also love Apple and their products, and they accompany me for the vast majority of my day. （Mac、iPhone、ipad）

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

SW : A designer showed me their design and asked me if I did a good job? Obviously, he didn't know that the design he was showcasing was designed by me:)

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

SW : As a designer, when a design accurately addresses a client's business pain point or a solution unexpectedly triggers spontaneous user communication, the sense of achievement of "design resonating with business and culture" immerses me in excitement all day long. Set aside some time every day to do 'useless experiments' and keep your thinking fresh; Regularly visit vegetable markets and tea houses to gather inspiration from the wisdom of the market. Connecting the real world with creativity, when a work can reshape the relationship between people and things, this sense of value will become the most enduring driving force.

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

SW : Perhaps it is. When I was a child, I always liked to dismantle and reassemble old toys, add illustrations to textbooks, and was obsessed with collecting various packaging papers to study patterns and colors. Others think I love to tinker, but I am immersed in the joy of creation. Perhaps interest is the best teacher!

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

SW : What will happen in a thousand years? I'm sure I'll die:) I don't know if people a thousand years from now will be able to see my interview. In my field, I believe the future design trend is sustainable design. Packaging design will completely break away from the "disposable" label, and biodegradable materials, recyclable structures, and plant-based inks will become standard. The symbiotic design of virtual and reality: Design is no longer limited to physical carriers, but becomes an "experience entrance".

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

SW : I am willing to answer any questions about design.