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Interview with Vighnesh Shailesh Dudani |
Home > Designer Interviews > Vighnesh Shailesh Dudani |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Vighnesh Shailesh Dudani (VSD) for A’ Design Award and Competition. You can access the full profile of Vighnesh Shailesh Dudani 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?
VSD: For most of my life, I had always been around binary zero and ones. Infact I was never even remotely connected to art or design. A IT geek since my school days, I had always studied and aced computer science. Infact I also hold a Bachelors in the same. Computers is something I have been good at since day one. Something I enjoyed and I absolutely aced at. I was so quick at it that I actually had a lot of free time for other stuff. It was only in my free time that I used to play around with photoshop since I always wanted to learn it and was and still am fascinated by its capabilities. To learn that I would go over youtube and see Behance for inspiration. Eventually I did teach myself to master the tool only to realise I still am a poor designer. Initially I did try to teach myself to design by reading some books and trying to understand why my work is not looking like theirs but for some reason I still wasn't satisfied. I know there are many self taught designers but I guess since birth I have developed such a sharp left brain that right was kinda dead. So I decided to do what we all do to learn. Go back into school and formally educate myself in the field of design. Cause I did realise that Photoshop is an impressive tool but at the end I still can't do anything great if I am not aware of the complete suite and also how to make proper design led decisions. That is how I got into design. Started from a passion for Photoshop and turned into a passion strong enough to leave my stable well paved path of IT behind.
FS: Can you tell us more about your company / design studio?
VSD: I am an Independent designer & have registered a studio of myself. Typically work on Branding, Packaging, UI/UX, and motion graphics projects.
FS: What is "design" for you?
VSD: Design is a cherry to me. It is the cherry on top of functionality. Everything that is designed has a purpose to it. Something that it wishes to accomplish. That purpose more often than not can be fulfilled in a very simply bland manner too. But it is design that makes us look evolved. It is what helps us stand out and helps us be worth remembering. For example, packaging is primarily to protect the product. I can put the product a brown box and that will still be done. Stick a label typed out on Microsoft word and they know what's inside. Now the cherry or the extraordinary would be to do something nice with that label. The cherry would be to make sure the box opens easily but also doesn't open by itself. I find that is design.
FS: What kinds of works do you like designing most?
VSD: I love to brand and package. I just find it very diverse and open to exploration. There are way lesser restrictions when it comes to these 2 solutions than many other fields. For example there are many guidelines to be followed when it comes to designing a website. To keep it user friendly it should often have certain elements placed strategically. If not it does effect the flow and the business eventually. On the other hand, branding and packaging is a completely unique solution each time for every product and every brand. In that I don't need a CTA strategically placed on the very top and have that stop me from exploring a route where I don't want a loud button at all. And don't take me wrong, I like making websites too and not each one is restrictive or having set elements to be used. I enjoy designing anything but yes, I do incline towards the former two. And most importantly, there is a sense of power that one feels when you define the face of a brand. When a client is investing all of his/her savings on a startup and has faith in your skills to make it a success. When they rely on you, it just makes you work hard to do your absolute best and deliver above their expectations. It is just what makes me a better designer I believe, that faith in me.
FS: What is your most favorite design, could you please tell more about it?
VSD: My favourite design is Kampot. It was a project where I completely forgot that is a business service I am providing. It had become more like a passion project. Worked in such great rhytm with the business owners and spent weeks together exploring different materials, print techniques, crafts and so much more. We would spend hours together standing in shops and asking people why they would select a particular product. Would survey them with short questions and also learn so much about them on a personal level. The result of such positive energy, ideas and exploration has resulted in one of the best projects till now. Coming back to the project, it is primarily a skin care brand based out of Cambodia. For which I was responsible to develop the branding and packaging. The idea was to keep it retro-modern and simply elegant. All the inspiration came from the long history of the brand and a multitude of inputs from the clients family, consumer surveys, and many workers at their workshop. Producing a packaging and brand identity that resonates with everyones vision while fullfilling the brands purpose. That being said, it is a project I love but not the only one. I love each project and find amazing potentional to do something new in most of them. I strongly believe great design is not just upon the designer but also dependant on the clients willingness to get out of their comfort zone and understand a new perspective. The best designs are made when the client is open to argue with the designer as to why we should go with a certain decision. It is the mutual agreement in the end that will produce the best results.
FS: What was the first thing you designed for a company?
VSD: A business card in photoshop. I had the logo, the text. Obviously I cringe when I see it today but yes it is the first stepping stone.
FS: What is your favorite material / platform / technology?
VSD: Favourite material, textured recycled paper. It just has so much of character and personality. Each one unique in itself. Favourite platform, anything printed/tangible. It is an experience for more than one sense. I can feel it with my hands, see it with my eyes, hear the tearing of new packaging being opened, and often smell the fresh print too. Favourite technology, I am not sure if you mean software but if it is that then Adobe Illustrator. I know I started my design passion with Photoshop but over the years Illustrator has become my go to software for a lot of things.
FS: When do you feel the most creative?
VSD: When the client comes to me with an open ear. A project where we are willing to explore together.
FS: Which aspects of a design do you focus more during designing?
VSD: Typography. There is rarely an occasion where typography isn't being used in developing any design. After all an image says a 1000 words but how often does one see an image without any text somewhere around/on it? Even if I post an image on Instagram I have text below. Choosing the right type face, the sizes, and all other variables can either make or break a design.
FS: What kind of emotions do you feel when you design?
VSD: Often exhilarating. More often confused. And then mixed with a lot of self doubt.
FS: What kind of emotions do you feel when your designs are realized?
VSD: Always pride. And few times, room for further improvement too.
FS: What makes a design successful?
VSD: When the consumer is happy, they appreciate it, and the business is running as per expectations if not above.
FS: When judging a design as good or bad, which aspects do you consider first?
VSD: First, whether it is user/consumer friendly or not. Is it wasting resources such as extra packing material just to look fancy? While it could look good even without it if done right. Third, is it visually appealing? And lastly if it is unique and will stand apart from the competition. That is does it have it's own identity.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
VSD: Make a design for them. Not for yourself or the client. It should serve the consumer not my portfolio of work. Towards the environment, to avoid any excessive use of packaging.Use as less as possible when it comes to tangible design. It saves the planet and reduces the cost too. It is a win-win. For example, even a business card, I always suggest a small 1.8IN square card which can contain enough information and save some paper instead of the standard size that people use. I understand the paper saved is not a lot but definitely is a few sheets when you print a set of 500-1000 for each employee.
FS: How do you think the "design field" is evolving? What is the future of design?
VSD: In every way. Design tools to design thinking, every aspect of the field is constantly changing. I guess the only thing constant are design principles. Contrast, scale, legibility etc. will always be most crucial when it comes to a design.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
VSD: Sorry, but I haven't reached such a scale yet to have my own exhibition.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
VSD: Anywhere & everywhere. I often start from google to begin with. If it a bank identity I will then google for best banks around me. See what they are doing. What kind of audience they target. Their USPs etc. I get the business mission first in sight. After that I get to platforms such as Behance and hundred others to get some creative juices flowing, along with groceries stores, ads on the road, etc. And then obviously it is self exploration that helps me come down to something uniquely crafted to help satisfy the need of the business.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
VSD: My design style is more minimalist and simple. I like to get to the point instead of wasting the viewers time. It should be easy for them to find what they want. So I avoid any frills that may distract them from finding that. The main characteristic of my style would be that it is typography driven with the creative arrangement of the same. Setting the right hierarchy, size, weight and position. That then complimented by few elements if required and with a an outstanding colour palette which is relevant to the product yet unique from the competition.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
VSD: I am originally from India. However, I do travel a lot and stay in different countries for long periods of time. I travel often to accompany my sister who runs her own business with multiple branches in different nations. That gives me a chance to explore many cultures with an internal perspective. That being said, I don't believe there is an impact of my region upon my design. I have to adapt to the market of the business and try to see it from their eyes. Otherwise I would be producing a solution that wouldn't be targeted to the right audience.
FS: How do you work with companies?
VSD: Working with a company is not much different than working with an individual. At the end it is human on the other side of the table. It is just that you have to align your vision with maybe more than one during such projects instead of a single business owner.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
VSD: Let the designer bring their unique take to the table. At least to begin with. You never know they might come up with something fantastic. If it doesn't work I am sure any designer would be ready to revise it to align with your vision. But first, let them explore. You never know when you may find a new, better route altogether.
FS: Can you talk a little about your design process?
VSD: Hear the client, get their brief. Try to understand whether they are open to exploring something other than what they have visualised for the brand. Develop your iterations (plural, a lot plural) and then short list it yourself. Take a handful of options back to the client. They may love more than one or they may not like any. But that will surely give you a lot more sense of what they want instead of when you just present one or two routes.
FS: What are 5 of your favorite design items at home?
VSD: Pantone book, sketch book, printer, laptop, and headphones!
FS: Can you describe a day in your life?
VSD: I often wake up at 5AM, take my shower and surf through the net while having my coffee. While the news is running on the TV in the background. By 7AM I am on my desk and catching up on all emails, follow ups, feedbacks, etc. By 8:30 - 9:00AM I begin with designing, having calls with my team/clients and that is where the day gets rolling. I often get done by 6PM but at times it goes upto 8PM as well. I then go for a good run, get home, have a shower, dinner and get to bed.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
VSD: Just keep going at it. It is for anything in life, not just design. I was acing it in my career in Computer Science. But when I joined design school I had the worse grades ever. My first freelance jobs were not good either. I just kept trying and trying, nothing else.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
VSD: Design is a field where as an outsider you feel is very creative and has no limitations. However, in the real world it does have many. You have to consider many factors when you design. It isn't art after all. I had that perception before I joined design but I was badly mistaken. That is the only negative, I am not sure if any. Positive, at the same time it still is creative. You are not doing some redundant task every day. Each project is unique itself and keeps you on your toes.
FS: What is your "golden rule" in design?
VSD: Rule of iterations. At times I have 400 art boards for one design. I try every little permutation and combination to make sure I product the best possible result. You won't know what is the best route unless to try to explore each possible one. At least, what you can think of.
FS: What skills are most important for a designer?
VSD: Willingness to learn to adapt. You have to change your vision and see from the clients eyes, from the consumers eyes. You have to learn the new tools. You need to see what is getting old fashioned. You need to study the target market and change your execution accordingly.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
VSD: Adobe suite, Blender, Maya, Pantone book, sketch book, Behance, local grocery shelfs, and google!
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
VSD: My social life is limited to the weekends and I do live alone. So I do have all the weekdays for nothing but work.
FS: How long does it take to design an object from beginning to end?
VSD: It honestly depends. Some take an hour, some take months at times.
FS: What is the most frequently asked question to you, as a designer?
VSD: " I love what you have done, only can you just try......"
FS: What was your most important job experience?
VSD: Working at the coffee shop. Helped me understand people.
FS: Who are some of your clients?
VSD: Kampot, Incipio USA, Wise Life, India, Marnys Pharma Spain, etc.
FS: What type of design work do you enjoy the most and why?
VSD: Any! I would love to design anything that I can. After all the design principles are common to all applications. It is just a matter of knowing the right tool and guidelines.
FS: What are your future plans? What is next for you?
VSD: I wish to learn more tools and also get into academics and give back what my design school gave me.
FS: Do you work as a team, or do you develop your designs yourself?
VSD: I develop by myself.
FS: Do you have any works-in-progress being designed that you would like to talk about?
VSD: Ah nearly all projects are under NDA confidentiality contracts so I am afraid I can't even if I wish to.
FS: How can people contact you?
VSD: They can always reach me at vighnesh030@icloud.com / +91 7977658696 (whatsapp or call)
FS: Any other things you would like to cover that have not been covered in these questions?
VSD: Pretty much covered. Thank you!
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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