Editor Frank Scott (FS) from DesignPRWire has interviewed designer Max Bessone (MB) for A’ Design Awards and Competition. You can access the full profile of Max Bessone by clicking here.
Interview with Max Bessone at Saturday 23rd of April 2016
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
MB: I think design and creativity have always been part of who I am, since my early ages. I passed through different stages of creativity, from being a graffiti artist during my adolescence, to being creative director in a design company. But most of my inspiration comes from my inquisitive spirit. So I think being a designer it has been my natural called.
FS: Can you tell us more about your company / design studio?
MB: I'm a creative & conceptual thinker with 14 years of experience between Italy, Australia and New Zealand. I worked extensively on branding, advertising, print materials, campaigns, POS but most of my experience has been developed on UX & UI often focused on gamification. I've worked with Pacific companies such as ASB, ANZ, KIWI BANK, TURISM NZ, RIO TINTO and european brands as FERRERO, KTM, IKEA, BACI&ABBRACCI, FEDERICO MOCCIA, LAVAZZA.
FS: What is "design" for you?
MB: Most people – even some designers – perceive design as visual accessories that are added to the business or a product after it’s done. To me design is much more than just visual aesthetics, it’s the creation of a product that will suit people’s present or future needs dressed by a harmonious looks in accord with the brand of the product. Design is also focusing into sociology, studying human behaviour to create things that deeply make sense to people, then look for a solution to make them. That’s why I like to split design into two categories: - the first being user experience or How it works - the second marketing and branding or How it looks
FS: When do you feel the most creative?
MB: There is not a real 'when'. It is hard to say: 'right, now I'm going to be creative and I'm going to come up with the best idea ever'. Most of the times, things of every day inspire an idea, a concept, a design. So to me it is really important to observe the world and, especially, observe it from different perspectives. Sometime, simply upside down as I did when I got inspired by the Waka house on the waterfront of Wellington for my 'Breaking time' project .
FS: Which aspects of a design do you focus more during designing?
MB: I firstly focus on people’s present or future needs. Then, I look for a solution to make them.
FS: What kind of emotions do you feel when your designs are realized?
MB: Hehe... It's funny because, when I conclude a project I feel it is already old and I would like to change it, to improve it. It is the opposite of when I start to design. While at the beginning of a project I can see solutions to problems, at the end of it, I can just to see the problems it has.
FS: When judging a design as good or bad, which aspects do you consider first?
MB: To me Design is a state of mind. It’s an approach to a problem. Good design is something tailored around customers which helps to solve a need that they have. To me Good design is: - Innovative - Useful - Understandable - Unobtrusive - Honest - Long-lasting - Thorough - Essential
FS: From your point of view, what are the responsibilities of a designer for society and environment?
MB: Design is one of the most strong forms of communication. Design seeks to attract, inspire, create desires and motivate the people to respond to messages, with a view to making a favorable impact to the bottom line of the commissioning body. In somehow, it is responsible for the actions and thoughts of other people. I believe that a healthier and more considerate design, can change people visions, move masses and maybe change the world in a better place.
FS: What is your "golden rule" in design?
MB: Thinking about people and their needs, first. I want design for people who uses Brands, and not for Brands.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
MB: I often use Adobe creative softwares. But I also like to experiment, so I'll use anything inspire me.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
MB: Hehe... Good question! When I start the creative process, it keeps me focused until I feel and see clearly, how will be the final result. For the rest of the time I try to share my life between my passion for the design and my love for the family. But it is really important the support of the people around me. I could not achieve any result without the great support of my partner.
FS: How long does it take to design an object from beginning to end?
MB: There is not a specific time for designing an object. Sometimes, it takes few hours other times, months. I think it all about to find the best result for the audience will go to use it. This is the most important things to me, no matter the time it will take.
FS: Who are some of your clients?
MB: Pacific companies such as ASB, ANZ, KIWI BANK, TURISM NZ, RIO TINTO and european brands as FERRERO, KTM, IKEA, BACI&ABBRACCI, FEDERICO MOCCIA, LAVAZZA
FS: What type of design work do you enjoy the most and why?
MB: Concept design is what I love the most. Because with it, I can show how different can be the world, I can play with emotions and I can communicate different moods.
FS: Do you work as a team, or do you develop your designs yourself?
MB: I like to make the creative process, fun and develop a family-oriented creative team that involves every member of the team throughout the creative process. I believe strong relationships based on trust and open communication so that everybody feel comfortable to work as team. I think, I am different. Intrigued at all times, goofy, very approachable and I'll turn the office into my playground!
FS: Do you have any works-in-progress being designed that you would like to talk about?
MB: I'm writing a book about New Zealand designers. It is titled, "Design from the bottom". When I arrived in New Zealand, I found out a society based on respect for people. I found a lot of persons who were focused on other people needs. They're trying everyday, to create a better cohabitation and a healthier society. I really believe the rest of the world should look at what New Zealand is doing and learn, how better could be, to live in the respect of others. This book want to be a celebration of 50 designers, 50 New Zealanders. It's a book about people who design for people. People who don’t only synthesize functionality and aesthetics, but understand a consumer's thought process and emotions in order to motivate behaviour change. They are drawn from diverse fields of design such interior, web, advertising, product, including both the very well known and the lesser known but equally talented. The interviewers respond with an openness, generosity and vulnerability which sometimes surprised even them. The result is a document of rare depth. These are people of sensibility, hearth and inspiration. They are great designers from the bottom of the world. They are New Zealanders.
FS: How can people contact you?
MB: They can get contact with me through my website www.maxbessone.com or through my LinkedIn Profile.
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