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Interview with Todd Greene |
Home > Designer Interviews > Todd Greene |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Todd Greene (TG) for A’ Design Award and Competition. You can access the full profile of Todd Greene by clicking here.
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?
TG: From an early age I liked to sketch. By age twelve I also enjoyed making models and was really interested in cars and automotive design. That interest has stayed with me through the years. I didn't formally take art classes until I was in college, where I majored in art and minored in math. My illustrations tended to be very dry and realistic; I didn't yet have a 'style.'
FS: Can you tell us more about your company / design studio?
TG: My company was started in response to a design/invention that I created. I developed the world's first razor designed exclusively for head shavers. From there I started a company and created an entire line of head care products ranging from shave cream to SPF lotion. That was in 1999. Over the past twenty years I have created four generations of shavers and this past year released Aveline, which is a body/leg shaver for women.
FS: What is "design" for you?
TG: To me design can be anything man-made; whether good or bad. I like to think design is similar to putting thoughts on paper; it's putting concepts into reality.
FS: What kinds of works do you like designing most?
TG: I like to design products that are based on ergonomics and, based on my company's concentration in grooming, I tend to design small handheld items.
FS: What is your most favorite design, could you please tell more about it?
TG: My most favorite design is the original HeadBlade because of its purity. It is a simple concept that translated well to the 'real world' environment. I designed it while living in a rent-controlled apartment in Santa Monica while I was working fulltime as an editor for GeoCities; and online company that was purchased by Yahoo in 1999. I left my job when I decided to pursue the HeadBlade concept and bring it to market. The original HeadBlade was named as one of the "Ten Best Designs" in the world by Time Magazine in 2000. It has since been included into the permanent collection of MoMA in NYC.
FS: What was the first thing you designed for a company?
TG: I've been commissioned to draw/paint and do murals for companies. The first real paid job I had, which related to design, was to paint a mural in a local Mexican restaurant while in college. They also had my friend and myself paint their menu board on the wall; that proved to be an ill-fated request on their part when they decided to raise the prices on the menu.
FS: What is your favorite material / platform / technology?
TG: My favorite materials to work with is clay. Since I tend to make smaller items the medium works well. I then tend to take photos and work them up in Adobe Creative Suite.
FS: When do you feel the most creative?
TG: I feel most creative late at night and on weekends. During the week I spend managing the company.
FS: Which aspects of a design do you focus more during designing?
TG: Ergonomics play a major role, though aesthetics are VERY important. Visual first impressions are what catch the consumer’s attention.
FS: What kind of emotions do you feel when you design?
TG: I really don’t think about how I feel during the process. I tend to lose myself in the design. Same when I paint…
FS: What kind of emotions do you feel when your designs are realized?
TG: Usually happy but then I must take myself out of the equation and be objective. I have to ‘temporarily’ disown the design in order to take constructive criticism. Going back to the design, to improve it, is ultimately what gets it to the next level.
FS: What makes a design successful?
TG: It really depends on what the end goal is. Are you making a design that is free or not relying on consumer spending? If your company is dependent on it selling well then profit would determine success; but that doesn’t mean its great design. Some of the worst designs do well in the market because of great advertising; others do well despite a lack of advertising. I think you must set your own parameters in order to evaluate what is successful or not.
FS: When judging a design as good or bad, which aspects do you consider first?
TG: The first thing I notice is how it looks. Does it make we want to pick it up or interact with it? Then I determine the UI and whether it’s something I intuitively understand its use or function. Then ultimately, it’s how well it works.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
TG: That’s a loaded question! Personally, think the responsibilities are to make something that adds value to the world and makes it a better place. Conversely, one can argue a gun can be great design even though it’s bad for both society and the environment. It’s obviously harmful and a pollutant, but, in a vacuum, it can still be appreciated as great design. I think you have to match up your own ideals and draw a line at what you feel comfortable designing..or offering to the public.
FS: How do you think the "design field" is evolving? What is the future of design?
TG: What I like about current designs is that technology, and the use of 3D printers, haven’t taken out the personal and tactile look and feel of products. Looking at automobiles, for instance, back in the early 90’s many designs started looking too similar. The personalities of different autos were being lost to computer generated and wind tunnel mandated designs. Now we’re past the ‘technology for technology’ phase and cars have more personalities. We have learned to make the technology work for us, not the other way around.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
TG: I don’t have exhibits because I mainly design products. I do paint often but give them out to friends.
FS: How do you work with companies?
TG: I only design for my own company but I do help and consult on some other projects.
FS: What are 5 of your favorite design items at home?
TG: Eames lounge chair and ottoman, ZZ Wei paintings, Barboy Side Table by Verner Panton, Julian portable French easel, Hamilton Space Watch.
FS: Can you describe a day in your life?
TG: (Like the Beatles “Day in the Life”) Woke up, get out of bed, didn’t drag a comb across my head…
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
TG: My advice to young designers is do what you like to do, and figure out a way to make it a career. Nowadays you can build up your own audience via social media and can sell your products direct to consumers. There are so many more opportunities for artists/designers than there were twenty years ago. You just have to make it happen.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
TG: The positives are that you can create and design and hopefully get paid for it. The negatives are you have to be open to criticism and a lot of the time you’ll be whistling in the dark, so to speak.
FS: What is your "golden rule" in design?
TG: Know when to stop.
FS: What skills are most important for a designer?
TG: I think one of the most important things is to understand math. There are many designs that look absolutely fantastic on paper but can’t be replicated in real life. M.C. Escher drawings are a great example.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
TG: I think it’s important to work in segments. That way when you leave a project you come back to it later with fresh eyes and may notice things/changes that you didn’t original see.
FS: How long does it take to design an object from beginning to end?
TG: Totally depends on an item. When I paint, I usually spend between 20-30 hours per painting.
FS: What is the most frequently asked question to you, as a designer?
TG: How did you get started?
FS: What type of design work do you enjoy the most and why?
TG: I enjoy painting now more than ever. There is no right or wrong and you can paint your own interpretation of reality.
FS: Do you work as a team, or do you develop your designs yourself?
TG: I usually work by myself but have a couple of friends that I let see concepts to get their input.
FS: How can people contact you?
TG: todd@headblade.com works best.
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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