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Interview with Verónica Vicente Ruiz |
Home > Designer Interviews > Verónica Vicente Ruiz |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Verónica Vicente Ruiz (VVR) for A’ Design Award and Competition. You can access the full profile of Verónica Vicente Ruiz 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?
VVR: I didn't fit into the educational system and I didn't dare to do higher studies because the teachers told me I wasn't worth studying, so I fell into a graphic design course, after that was when I found what I liked to do, and I went for it. all of them, I started high school in Arts and then Fine Arts, I found what I liked and was passionate about. When I finished my studies I returned to the world of design already formed. Since then my life has been linked to the world of art and creativity.
FS: Can you tell us more about your company / design studio?
VVR: Verality studio is a freelance and independent design studio that works to help companies in the food industry to create and redesign honest brands with efficiency, responsibility and organization to help them stand out from the competition with their company values and ethics as their flag and strategy. Communication.
FS: What is "design" for you?
VVR: Design for me is creation, strategy, capturing some whys in a visual way, communicating to the observer.
FS: What kinds of works do you like designing most?
VVR: What I like to do the most is rebranding, that challenge to transform something that already exists and give it another life, other values and communicate more. I adore minimalism, the beauty of practicality, less is more. It is not necessary to fill a space to communicate well, but to do it correctly to the extent that it is needed.
FS: What is your most favorite design, could you please tell more about it?
VVR: Puff... I have special affection for some, but in the end I can't choose, they are my own creations and each one has both emotional and artistic connotations for the client... I couldn't choose... But if I have to stay with something, I would say... my brand image... it is me and I have represented what I am and that is what I want to communicate.
FS: What was the first thing you designed for a company?
VVR: A design for a bricklayer, an uncle of my husband... I had never worked as a designer yet, I had finished my degree in Fine Arts and I was taking a course... I created an infinite cube for the symbol and the brand image that he wanted to put on some business cards and on the lettering of his van.
FS: What is your favorite material / platform / technology?
VVR: Illustrator, where I handle myself best and what I like the most is the world in vector.
FS: When do you feel the most creative?
VVR: I am one of those who believe that inspiration must find you working. I do not believe in moments of inspiration that come by divine order. I deeply believe in work and in thinking and developing ideas, that's when I feel most creative.
FS: Which aspects of a design do you focus more during designing?
VVR: What I like the most in the initial part, the research and development of the idea, let's say the art direction. I love to investigate and get new ideas from unknown places. Although later I have to develop that initial idea, that is the part that I like the most and where I feel most comfortable.
FS: What kind of emotions do you feel when you design?
VVR: Pff, it varies. There are moments of incredible lucidity and joy and there are moments of real disappointment and anger. As for emotions, I believe that every designer or creative lives on a continuous roller coaster and I am no less.
FS: What kind of emotions do you feel when your designs are realized?
VVR: This part is already different, when you see that the design is finished, you already have the final arts and it's in production, the emotion that assails me the most is usually pride and joy, to be able to see the finished work, to think that I have achieved, that That little challenge has paid off.
FS: What makes a design successful?
VVR: To be honest, I don't have the slightest idea... I should say that I have to be very creative and abide by the standards that the consumer demands, but I'm afraid that a successful job in the world of sales may not be so successful in the world of sales. world of designers, and vice versa... a design is liked very much in the professional world, but it doesn't work in sales...
FS: When judging a design as good or bad, which aspects do you consider first?
VVR: For me, for a design to be considered good, I must see quality and originality. Regardless of whether it follows fashions or not. Personally, I prefer and consider timeless works better, but depending on the sector, fashion rules.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
VVR: As I am dedicated to food, it is a very important turning point in the sector right now. And although I would say that you have to abide by these new standards, especially because of the responsibility that it entails for the sector, I must admit that no matter how much I or any designer tries to convince a client about this responsibility, if the numbers do not add up, the client will not. take into account. Food is a very very competitive and absolutely super fast sector in which it is very important not to get stuck.
FS: How do you think the "design field" is evolving? What is the future of design?
VVR: I believe that in my sector it is very important, anyone can sell a quality food product, the problem comes when there is such brutal competition in my sector. There are several sections of the sector that in the last decade have put a lot of batteries into the question of design and I hope and hope that more sections of the sector begin to see design as something "necessary" for their product.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
VVR: My last exhibition of graphic work has been in the city of Santander, in a collective exhibition on graphic design. I would love for this exhibition to be distributed to other European cities to publicize the work of graphic designers, often very unknown to the majority of society.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
VVR: My inspiration comes from the previous research and the brief that the client fills out for the project, as well as the research of the competition and the moodboard that the client fills in as well. I work under a guideline for a client and I get feedback on what the client is looking for, or wants for their project.
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?
VVR: I think my style is more minimalist than anything else. I must say that it is the style with which I feel most comfortable and I began to design under this style because it is the one that most attracts my attention in all the creative aspects of my life. Out of inertia I look at minimalist architecture, I adore minimal logos and as a consequence of my personal tastes I design under this style that I adore.
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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