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Interview with YiJun Jiang |
Home > Designer Interviews > YiJun Jiang |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer YiJun Jiang (YJ) for A’ Design Award and Competition. You can access the full profile of YiJun Jiang 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?
YJ: I am a graphic designer and visual artist based in the United States and originally from Taiwan. I graduated from Savannah College of Art and Design, where I received her MFA in Graphic Design and Visual Experience. With 10 years of experience in both design and creative education, I was allowed to work and collaborate in professions from different disciplines and adapted myself to digital marketing and technology. My passion lies in breaking down conventional barriers with innovative ideas and melding the worlds of design and art across a variety of mediums. I strive to create solutions that are not only visually compelling, but also engage audiences in a meaningful way. My philosophy centers on crafting distinct, culturally-informed, and unforgettable designs that make a true impact. With a background in various industries, from corporations to education organizations and creative agencies, I have the flexibility and adaptability to tackle any challenge that comes my way.
FS: Can you tell us more about your company / design studio?
YJ: The company I currently work for is Bridgenext, a global digital consultancy. Bridgenext helps clients innovate with intention and realize their digital aspirations by creating digital products, experiences, and solutions tailored to real people's needs. With consulting and delivery teams across the U.S., Canada, and India, Bridgenext facilitates highly strategic digital initiatives on a global scale. As a graphic designer, my responsibilities include creating engaging work across various mediums such as Brand Identity, Website, Online Display, Print, Out-Of-Home, Social, Experiential, and Video. I am involved in the entire design process, from conceptualization to final product.
FS: What is "design" for you?
YJ: Graphic Design is a pan-discipline and a bridge of communication. For me, a good design has influenced many aspects such as communication, psychology, social sciences, history, scientific and technological literacy, moral ethics, rational demonstration and so on. A good design can be concretely tangible or very abstract and invisible. Those forms are all intermingled with the design. Design can be emotional, but at the same time, it could be so logical and rational. What the most is that rationality should be used to support the strong relevance behind and the support and counter-evidence of mutual influence.
FS: What kinds of works do you like designing most?
YJ: I enjoy designing themes that span across life, culture, humanization, and humor. I am open to different possibilities in terms of media and materials. Often, the most effective designs start with a purpose; the medium is merely a means to an end.
FS: What is your most favorite design, could you please tell more about it?
YJ: My favorite design work comes from Stefan Sagmeister, particularly his feature-length documentary called "Happy Film" and its associated project "The Happy Show." The exhibitions toured ten museums worldwide and ultimately became the most attended video exhibition in history. Stefan Sagmeister's designs increasingly focus on human emotions such as beauty, happiness, social phenomena, and contemplations on the broader world. "Emotion" is a concept in Sagmeister's designs that evokes strong feelings. I deeply resonate with the idea that art and design should be human and emotional, which underscores the distinction between humans and machines, including AI.
FS: What was the first thing you designed for a company?
YJ: I remember the first thing I designed for my company was a series of brochures for Siemens Energy.
FS: What is your favorite material / platform / technology?
YJ: As a visual thinker and designer, my favorite platform is Instagram. Before Instagram's rise, the primary social media were blogs and Facebook. Through the evolution of these platforms, I've witnessed shifts in how messages are conveyed—from long articles to short text messages, and now to Instagram, where photos take center stage. I find the visual-centric communication style intuitive and an excellent channel for self-expression.
FS: When do you feel the most creative?
YJ: I love brainstorming ideas the most. There's no standard answer, and there are always endless possibilities. Because once the idea is conceived, the process of bringing it to life from scratch and the sense of accomplishment that comes with it are very important and also the most wonderful part.
FS: Which aspects of a design do you focus more during designing?
YJ: Balancing functionality (usability) and form (aesthetics) is of utmost importance to me. To quote Muriel Cooper, "Information is only useful when it can be understood." Graphic design involves manipulating visual presentation and problem-solving through elements such as typography, photography, iconography, and illustration. Concepts like creating visually appealing designs that evoke user emotions and storytelling through design have existed since ancient times.
FS: What kind of emotions do you feel when you design?
YJ: The main emotion when I design is curiosity. Additionally, I project into the internal emotions of the users experiencing the design theme. Projection often involves a deeply emotional process, considering the audience's life experiences, aesthetic preferences, and more.
FS: What kind of emotions do you feel when your designs are realized?
YJ: When my designs are realized, I feel happy because I find my audience and have the opportunity to understand those who "like" my works on the other end. This helps me determine which words and visuals are effective and how I can improve my expression to connect and achieve mutual understanding with them.
FS: What makes a design successful?
YJ: Design is an attitude and design is a spirit. Whomever a graphic designer serves, in order to complete a good design. The designer has to prepare all kinds of investigation and elements and do his or her job from the moment he or she takes over the design. This process may not be easy and sometimes frustrating. A Designer should realize that this process is necessary and must not be ignored. This extremely attentive and careful attitude can be learned and practiced through design. When we, designers, constantly pursue the meaning of design, we will eventually realize that it can be embodied almost anywhere. If we introduce the concepts and logic of design, we will find that everything will be smarter and more convenient. It is this “not satisfied with the status” spirit that can keep us moving forward or think about and revalue the circumstance. When we encounter problems, we always find better ways to solve them, which can also improve the lives of people around us.
FS: When judging a design as good or bad, which aspects do you consider first?
YJ: Graphic Design is a pan-discipline and a bridge of communication. For me, a good design has influenced many aspects such as communication, psychology, social sciences, history, scientific and technological literacy, moral ethics, rational demonstration and so on. A good design can be concretely tangible or very abstract and invisible. Those forms are all intermingled with the design. Design can be emotional, but at the same time, it could be so logical and rational. What the most is that rationality should be used to support the strong relevance behind and the support and counter-evidence of mutual influence.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
YJ: For me, the function of graphic design is to translate ideas into visual representations that others can comprehend, influencing people's perceptions of specific issues. In an era dominated by technology and social media, this ability is amplified. After all, designers often control the dissemination of messages, and therefore bear a certain social responsibility for the content they communicate. Throughout history, definitions of beauty, ugliness, goodness, and evil have been determined by the powerful. As George Orwell wrote in his renowned novel "1984," "Who controls the past controls the future; who controls the present controls the past." Characters from Greek mythology, like the nature god Pan, have been transformed into embodiments of evil. Modernism has sought utopia in all aspects of life, establishing global standards and universal truths that often overlook other cultures or different norms. People worldwide use the same stock image libraries to create similar content visible on various corporate websites. As designers, we should be more conscious of our own values and design choices.
FS: How do you think the "design field" is evolving? What is the future of design?
YJ: With the assistance of AI, comprehensive designers can leverage it to generate initial collaborative works such as proposals, blueprints, marketing strategies, and legal document drafts. This enables them to communicate more accurately with other departments and even lead and influence them using these initiatives and ideas, thereby transforming into more powerful leaders. Generalist designers will have a greater advantage. Designers will transition into roles as promoters and initiators.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
YJ: A designer's daily life actually involves constantly doing homework to gather inspiration. They snap photos of interesting typography on signs while walking down the street, visit exhibitions to see how materials are used to present entire spatial scenes, and save design images seen on social media that catch their eye. Additionally, I believe inspiration comes from life experiences. By experiencing different lifestyles and stepping out of comfort zones, enriching one's life experiences naturally leads to the inspiration for creating excellent works.
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?
YJ: I enjoy learning about various trivia and folk stories. If I had to categorize my work, I think it would heavily utilize cultural symbols. I first understand them with my emotional heart and then design with rationality. For me, artworks can carry memories, emotions, and lifestyle habits.
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?
YJ: I currently live in Duluth, GA. Taiwan is a multicultural immigrant society. Once, during my graduate studies, I discussed with American classmates the phenomenon of the fusion of Buddhism and Taoism in temples. It was astounding for my Christian classmates to see Buddhist bodhisattvas and Taoist deities coexisting in the same temple. Additionally, in Taiwan, banks and registered mail still require a name seal or corporate seal to verify identity; signatures are not accepted. However, procedures can be completed directly through ATMs and online platforms. Taiwan is a blend of old and new, considered one of the most progressive places in Asia yet deeply traditional. I believe this background allows my design style to be diverse and incorporate a mixture of elements.
FS: How do you work with companies?
YJ: I build a communication process pattern, allowing the company to become accustomed to the design methods and procedures first. For example, through sketching or visualizing processes via presentations, I will define the vision together with project managers. I will deeply involve the company in the design development process, starting from the company's goals and design problems, and executing work that satisfies both parties.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
YJ: During the interview process, companies should focus on the overall potential of designers. During the interview, do you immediately resonate with them? Do your values align? Observing the details in the designer’s work is crucial because details often determine success or failure; details are the cornerstone of quality.
FS: Can you talk a little about your design process?
YJ: First step, "empathy", standing in the other's shoes to understand what the user is thinking. People don't approach everything with functionality or a detached perspective; they view things emotionally. Second is analysis and research, hoping the elements in the visuals can tell a story. Each project is customized and unique, with different goals and issues.
FS: What are 5 of your favorite design items at home?
YJ: iPad, cutting mat with grid, pens, notebook, and MacBook
FS: Can you describe a day in your life?
YJ: At 9 AM, I brew a cup of coffee and start creating and working from home. Simultaneously, I check for new messages, faxes, and meeting materials. Of course, a busy day wouldn't be complete without delicious meals. This includes progress presentations and team discussions, sometimes recorded through hand-drawn sketches to capture ideas. I also make time to visit exhibitions. In the evening, I prepare a delicious dinner for myself and either go to the gym for a workout or go for a night run. Before bed, I light some candles to enjoy the night.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
YJ: Clear thinking is essential, and the images and descriptions of the work should clearly express the design intent. Package your work; whether the rendered images and contextual images or videos are captivating enough. Is the presentation of the work clear?
FS: From your perspective, what would you say are some positives and negatives of being a designer?
YJ: Positives of being a designer: Firstly, being a designer is a journey of self-discovery. Just like appreciating and supporting design, it's a wonderful expression of our zest for life. Secondly, it allows me to be highly focused and creative, which I find very rewarding. Thirdly, the career path in graphic design is unpredictable. Seeing your own work in the spotlight can reshape your perspective on things. Negatives of being a designer: First, the entry barrier may seem low or effortless, but becoming a successful designer requires tremendous effort. Second, starting salaries tend to be low, and achieving career advancement benchmarks can be challenging. Third, it's easy to tie personal worth to one's work, leading to a loss of balance between work and leisure.
FS: What is your "golden rule" in design?
YJ: Focus and balance are what I consider most important. In graphic design, focus refers to the visual center or point of emphasis created by the distribution of visual elements within a work. It is not only the physical center but also a crucial reference point in visual perception. Finding balance between form and function, achieving visual harmony, and establishing visual hierarchy strategically influence the overall layout.
FS: What skills are most important for a designer?
YJ: In addition to honing technical skills and software proficiency, it is essential to prioritize in-depth research and analysis: Devoting time to researching topics and experiencing life in various contexts allows us to explore and leverage our personal perspectives. This helps create designs that strongly resonate with the theme and address the pain points within design problems, rather than just focusing on aesthetics.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
YJ: I use platforms like Pinterest, Dribbble, and Behance to view others' works, while following contemporary designers on LinkedIn or Instagram can provide insights into current trends in business. I learn to "see" and cultivate a sense of design aesthetics. AIGA and Graphis offer insights into the context of designer associations. Additionally, visiting libraries to browse books or simply reading text can sometimes yield unexpected insights. However, I believe the most important thing for a creator is to experience and feel life deeply.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
YJ: I hope to achieve more of my goals in the shortest possible time. I will observe when I am most efficient—this varies for everyone; some may be before 10 AM, others after lunch, or even late at night. I will reserve those periods for "deep work" that requires my full concentration. I will set reminders to prioritize "important but not urgent" tasks and consciously work on them in segments.
FS: How long does it take to design an object from beginning to end?
YJ: Each project is unique, and depending on its complexity and scope, some pieces may be completed in a matter of hours, while corporate projects involving different departments and divisions could take weeks or even months.
FS: What is the most frequently asked question to you, as a designer?
YJ: What made you choose to become a designer?
FS: What was your most important job experience?
YJ: Every experience has brought me to who I am now. I think back to 10 years ago when I got my first job as a visual designer soon after graduation. I began applying design disciplines and theory to commercial projects and realized that I could make a living through my talent.
FS: Who are some of your clients?
YJ: 2018-2023: American Heart Association, Cisco, The Home Depot, Claire’s ,Trustile Door, Acosta Group, Saia LTL Freight, Siemens, LL Flooring, Oprah Winfrey Network, Alterspace - Harvard Library Innovation Lab. 2014-2018: Harley-Davidson in Taiwan, CTBC Bank Union Bank of Taiwan, American Express in Taiwan, Vietnam Airlines, Taiwan Ministry of Education.
FS: What type of design work do you enjoy the most and why?
YJ: I enjoy design that intersects with popular culture and involves interdisciplinary collaboration. Besides my design expertise, I have a passion for illustrating and a background in fine arts with professional training. I indulge in entertainment, enjoying various trends in fashion, movies, drama, and music. Being able to contribute to mainstream design as an advocate of artistic expression, whether in album covers, digital marketing, or thematic concepts, and collaborating with individuals from dance, literature, music, and theater, is what I find most fulfilling. I love engaging in creative exchanges with other like-minded individuals.
FS: What are your future plans? What is next for you?
YJ: I hope to build my own personal brand and embark on a journey of influence and fulfillment! I aspire to make a positive impact on more people. My next plan is to create many excellent works, signature works, and advance my career to the 'Advanced' stage, achieving significant influence.
FS: Do you work as a team, or do you develop your designs yourself?
YJ: I work both ways, depending on the project's complexity and the areas it covers; some projects involve multiple disciplines. Life is about balance. I enjoy varying my mood by participating in different types of projects.
FS: How can people contact you?
YJ: My Contact Info: Website: https://jyijun.com/ Instagram: https://www.instagram.com/yijunjiang0820/ Linkedin: https://www.linkedin.com/in/yijunjiang/
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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