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Interview with Yamin Zhu |
Home > Designer Interviews > Yamin Zhu |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Yamin Zhu (YZ) for A’ Design Award and Competition. You can access the full profile of Yamin Zhu 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?
YZ: When I was in college, I chose to major in design. During that time, I read a book called 'Graphic Design in China,' which had a significant impact on me and sparked my deep interest in design. In 1999, I attended a master class in graphic design, where I was introduced to the philosophies of renowned designers like Shigeo Fukuda, Gunter Rambow, and Kenya Hara. This exposure made me realize the endless possibilities in design, further igniting my passion and solidifying my decision to pursue a career as a designer.
FS: Can you tell us more about your company / design studio?
YZ: The Forty-Nine Union Design Department, a division of the Forty-nine Union Group, is renowned for its innovative contributions within the industry. Established in 2015, Forty-nine Union Group has solidified its position as a leading industrial Internet new retail enterprise, with a primary focus on the production and distribution of Chinese baijiu alongside health food products. Committed to staying abreast of contemporary trends, Forty-nine Union Group aspires to carve a poignant legacy within China's business landscape. Over the course of the past nine years, the Forty-nine Union Design Department has consistently delivered a multitude of pioneering products, showcasing its dedication to excellence and forward-thinking approach.
FS: What kinds of works do you like designing most?
YZ: I enjoy creating designs that promote Chinese culture.I am eager to serve as a bridge for cultural dissemination, utilizing design as a means to transform the values of Eastern culture into cultural heritage.
FS: What is your most favorite design, could you please tell more about it?
YZ: I like MUJI. It emphasizes simplicity, minimalism, environmental friendliness, and people-oriented principles. It applies minimalism to the extreme within the brand, not following trends, but elevating products to a cultural level.
FS: What is your favorite material / platform / technology?
YZ: Ceramics, calligraphy, traditional Chinese painting and any art or material related to eastern culture captures my interest.
FS: Which aspects of a design do you focus more during designing?
YZ: The artistic, cultural, functional, and commercial aspects of design.
FS: What kind of emotions do you feel when you design?
YZ: When I encounter projects that pique my interest, it keeps me consistently excited throughout the entire design process. Nowadays, I tend to start more from user insights, empathizing with the emotions that design might evoke from their perspective. Simulating usage scenarios and anticipating user experiences have also become sources of enjoyment for me in design.
FS: What makes a design successful?
YZ: I think good design strikes a balance between artistry and commercial viability, meaning it possesses both artistic merit and commercial value, much like Apple Inc.
FS: When judging a design as good or bad, which aspects do you consider first?
YZ: Good design is defined by its ability to create value. This value encompasses cultural, commercial, and artistic dimensions.The value of good design lies in its ability to drive business forward through innovative and effective solutions.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
YZ: Good design has the power to promote a nation's traditional culture, enhance its charm, and leverage the value of centuries-old heritage. It influences people's thoughts and lives, aiding in the better development of modern society.
FS: How do you think the "design field" is evolving? What is the future of design?
YZ: Design driven by ideology. Assistance from artificial intelligence is the future.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
YZ: I enrich my knowledge and cultural background through reading, exchange insights with outstanding designers in the industry, stay updated on industry trends to broaden my understanding, and practice lifelong learning.
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?
YZ: My design style takes root in Eastern traditional culture, with Chinese cultural artistry as its branches. Since childhood, I've enjoyed studying Chinese culture and calligraphy. My exploration of calligraphy has sparked my love for Chinese art and influenced my subsequent aesthetic style in design.I prioritize finding inspiration in the rich heritage of traditional culture, emphasizing the extraction and application of Eastern cultural elements. I advance projects by utilizing modern design methods, production techniques that meet market demands, and ensuring a comfortable user experience.
FS: Can you talk a little about your design process?
YZ: I begin a new design project by analyzing its cultural implications and market positioning. Throughout the project, I scrutinize my designs daily, contemplating whether they still have room for improvement. If so, I continue refining and polishing them until, within a week, I can't find any issues regarding form, color, craftsmanship, and so on. After rigorous iterations, several rounds of prototyping follow. Once the samples are confirmed, the design can be finalized.
FS: Can you describe a day in your life?
YZ: I start my mornings with tea and reading. Engaging with books and design resources helps me stay thoughtful and absorb external design thinking, logical reasoning, and design language. Apart from lunch breaks and spending time with my family, most of my time is dedicated to work meetings, design guidance and reading.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
YZ: The advice I offer to young individuals is to maintain a broad perspective, cultivate a rich cultural understanding, embrace progressive design thinking, and consistently dedicate themselves to their craft.
FS: What is your "golden rule" in design?
YZ: My design principle is 'no place without a source.' Traditional culture is my inspiration.
FS: What skills are most important for a designer?
YZ: The most important thing is the sedimentation of culture and ideas, which forms the cornerstone of a good designer.
FS: How long does it take to design an object from beginning to end?
YZ: 2-3 weeks.
FS: What is the most frequently asked question to you, as a designer?
YZ: The ideas behind the product and the cultural connotations it embodies.
FS: What was your most important job experience?
YZ: Since 1994, throughout my 30-year career, I have served as a visiting professor at several institutions, including Shanxi University, Shanxi Media College, and Taiyuan University of Science and Technology. I have also provided visual identity and commercial design services for dozens of enterprises in Shanxi and across the country, including the China Changan Automobile Group, Shanxi Provincial Tourism Bureau, and Shanxi Fenjiu Group. Currently, I hold the position of vice chairman of Shanxi Graphic Design Association and General Manager of the Design Department at Forty-nine Union Group.
FS: Who are some of your clients?
YZ: China Changan Automobile Group, Shanxi Provincial Tourism Bureau, Shanxi Fenjiu Group and so on.
FS: What are your future plans? What is next for you?
YZ: The next design project is a product design aimed at boosting company sales.
FS: Do you work as a team, or do you develop your designs yourself?
YZ: I have a team.
FS: How can people contact you?
YZ: Please send me an E-mail at zhuym@ssjf49.com.
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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