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Noritake E-Cormmerce Website by Jade(Jung Kil) Choi

Home > Winners > Design #30938 >Interview
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Jade(Jung Kil) Choi (JC) for A' Design Awards and Competition. You can access the full profile of Jade(Jung Kil) Choi by clicking here. Access more information about the award winning design Noritake here.



Interview with Jade(Jung Kil) Choi at Monday 21st of April 2014

FS: What is the main principle, idea and inspiration behind your design?
JC: 제품을 검색하기 용이하고, 제품에 대한 정보를 취하기 쉬워야 하고, 제품 구매를 위한 프로세스가 간결해야 한다. 가장 모던한 감성으로 제품을 최대한 부각시킨다. It should be easy to search the product, easy to get the information of the product, and also, the process of buying the product has to be simple. I tried my best to make the product as simple as possible so that the product can be emphasized.

FS: What has been your main focus in designing this work? Especially what did you want to achieve?
JC: 제품이 단조로와 눈에 띄기 어려운 점이 있을 수 있다. 이를 어떻게 극복할 것인가? Dishware는 요리를 담고 요리를 돋보이게 하는 역할을 수행하는 제품이다. 이러한 보조제 제품을 어떻게 돋보이게 할것인가? 이것이 이 프로젝트의 가장 핵심 사안이었다. 따라서 나는 가능한 단조로운 디자인을 통해 제품에 집중할 수 있는 인터페이스를 구현하고자 했다. The product is monotonous so it could not be very noticeable. Therefore, how can I solve that problem? The dish-ware is meant to contain food and it works for the better looks of the food it contains. So, my point of this project was to make supplementary product stand out as if that is the main product. Therefore, I use simple interface to make the user concentrate on what I want them to see.

FS: How long did it take you to design this particular concept?
JC: 본 프로젝트가 시작되기까지 일정정도의 시간이 있었고, 그 덕분에 프로젝트의 컨셉을 구상할 시간이 충분한 편이었다. 나는 동양적인 정서를 가진 제품을 어떻게 미국 시장에서 이질감을 느끼지 않게 연출할 수 있을지에 대한 고민을 했다. 약 2주간의 리서치를 실시했고 메인컨셉을 잡기까지 약 2주가 더 소요 되었다. Since there was enough time to go over the project before it started, I brainstormed for a week, spent two weeks to research, and then I spent two more weeks to set the main concept.

FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JC: 앞서 언급했듯이 제품에 더욱 집중할 수 있는 모던하고 심플한 인터페이스 디자인이 핵심 컨셉이었다. 클라이언트의 요구사항은 아니었고 한국인으로 동양인인 내 자신이 도자기라는 동양적인 제품과 브랜드에 대한 공감이 깊었다고 생각된다. As I mentioned it before,the point is to make modern and simple interface. Since I am from the same Asian culture, I had a better understanding of an oriental product and brand.

FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
JC: 클라이언트 의뢰 작업물이다. The project is ordered from the client.

FS: What made you design this particular type of work?
JC: 나는 이 프로젝트를 위해 그 당시 제직중이던 Plumtree의 스탭들과 함께 했다. PT에는 숙련된 각분야의 전문가들이 있는 에이전시다. 좋은 개발자들과 함께 일을 하는것은 큰 즐거움이었다. 개발팀은 클라이언트의 비지니스 규모와 목적에 적합한 e-Comerce platform으로 Magento platform을 선택해서 진행했고, 수많은 Customize작업과 Interaction 작업은 풍부한 UX를 가능하게 했다. For this project, I worked with the Plumetree staffs. PT is very skilled and specialized agency.

FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JC: 본 프로젝트에서 최대한 미니멀한 디자인을 추구했기때문에 반대로 생길수 있는 브랜드 파워의 약화를 염려하지 않을 수 없었다. 따라서 footer 하단부에 클라이언트 로고를 이용한 Typographic에 많은 시간을 할애했다. In this project, since I tried to minimize everything, I was worried about losing the brand image. Therefore, I spent lots of my time to make the client’s logo with Typographic on footer part.

FS: What are some of the challenges you faced during the design/realization of your concept?
JC: 그당시에는 내가 영어가 많이 불편한 상황이어서 스탭들과 커뮤니케이션이 가장 힘들었던 기억이있다. 오히려 클라이언트가 일본인들이어서 소통이 더 원할했던 웃지못할 경험을 했었다. At that time, my difficulty was the communications with staff members and clients due to lack of my English skill. If I could speak directly with the client in Japanese, I guess it would have been much easier.

FS: How did you decide to submit your design to an international design competition?
JC: 운이 좋게도 이 작업은 Adobe의 Behance Network에 이미 Featured on 된 전력이 있다. 사실 이번 출품도 A’Design 측에서 먼저 제의가 들어와서 참여하게 되었다. 나는 참 운이 좋은 사람인것 같다. A’Design 측에 깊은 감사를 드린다. I was very fortunate that this project was already featured on Behance Newtwork of Adobe.

FS: What did you learn or how did you improve yourself during the designing of this work?
JC: ‘덜어낼수 있는한 덜어낸다.’가 이번 작업의 핵심이었듯이 디자이너로써 작업을 최대한 덜어낸다는 것은 쉽지않은 결정이었다. (나름 시간을 들인 작업물들을 죽여야 하지 않은가 말이다!) 하지만 그로써 한단계 더 나아진 결과물을 얻게 되었고 그만큼 성장한것 같아 감사한 마음이 든다. Simplicity and taking out unnecessary elements was the key to this project. This was not easy at all because first, I had to spend so much time designing. Then I had to spend time again to take out ‘stuff’. But, going this extra step definitely gives better results.


FS: Thank you for providing us with this opportunity to interview you.

A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.

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