About Fu Yong

I am Fu Yong, a professional brand designer. My job is to solve communication problems for customers through creativity and design. In 2017, I won the UN's award for “Distinguished Global Brand Designer Award”. My design applications use environmentally friendly materials and processes wherever possible to minimize environmental impact. I like to accept new jobs and challenges.

Interview with Fu Yong

Fu Yong ("FY") interviewed on Monday, 20 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

FY : I have been working in graphic design since 1997. In 2003, I founded my own brand design consultancy company, mainly serving Chinese projects of some international organizations and companies.

How did you become a designer?

FY : I like to paint when I was a child. When I was young, my dream was to become a painter when I grew up. When I was in high school, I began to think about what kind of major I chose when I was in college. At this time, I became very interested in the design profession. Because the design can have a very large imagination and can also be exposed to projects in different industries, I am full of curiosity, so I finally engaged in design work.

What are your priorities, technique and style when designing?

FY : When I start doing a design job, I will focus on three questions: 1. Design will solve what kind of problem . 2. What kind of design expressions will attract the attention of the audience. 3. Deliver information with the simplest visual elements. I will use the pen design sketch first in the design process. When the idea is mature, I will start working with the computer.

Which emotions do you feel when designing?

FY : After receiving the design task, I started thinking about the solution and was most excited when I found the design solution. When design is finally brought to market, getting recognition is my greatest pleasure.

What particular aspects of your background shaped you as a designer?

FY : Being good at observing all aspects of life is extremely important for a designer. Because the design is to serve everyday life.

What is your growth path? What are your future plans? What is your dream design project?

FY : From the beginning of 1997, the design work, from the designer to the design director, it is very important to do a good job. In the future, I will focus on the design and application of text, because text is an important information delivery vehicle. Designing the city brand image will be the focus of my next phase of work.

What are your advices to designers who are at the beginning of their career?

FY : For new designers, in the process of work, we must learn to empathize with problems. Designing to solve problems or needs encountered by customers is not pure artistic creation. Business designers should pay attention to changes in the news and the market, and the design must be in sync with or ahead of the business environment.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

FY : Design work cannot be self-centered, market-centric, and the customer's budget is to solve the problem. When our work meets the needs of our customers, it also has artistic value, which is the best!

What is your day to day look like?

FY : I spent half an hour browsing social news every morning after arriving at the company, and then started design work. It's exciting to look at all kinds of relevant materials, think about design goals, and get design inspiration.

How do you keep up with latest design trends? To what extent do design trends matter?

FY : I will pay attention to the trend, but I will not blindly follow the trend because I have my own design principles and methods. There are many channels for obtaining design trends, mainly based on Internet information.

How do you know if a product or project is well designed? How do you define good design?

FY : Good design will speak. If the design effectively passes the points of interest to the audience, it can make people happy, which is a good design.

How do you decide if your design is ready?

FY : The standard of whether the design is prepared is different for everyone. My standard is that no negative problems can be raised by myself and the people being tested, so my design is ready.

What is your biggest design work?

FY : Recently, I am designing a city brand image for the city of Dalat, China, in my hometown. Dalat is rich in natural resources and is a very beautiful city. I hope to bring more tourists and investment to the city.

Who is your favourite designer?

FY : Mr. Henry Steiner is my favorite designer. He integrates Eastern and Western culture into the design. Bauhaus has had a profound impact on contemporary design.

Would you tell us a bit about your lifestyle and culture?

FY : Beijing, China is my favorite city. I listen to soothing music during the creation process and it feels great! The designer's cultural accomplishment is directly reflected in the design. I am in Beijing now, thinking about how to answer such questions. Design is an important part of life, and design makes me more passionate about life.

Would you tell us more about your work culture and business philosophy?

FY : Being interested in any problem can make work easier. I work with my partners and we work together to solve problems. I will work with clients with the same values. I hope that the recruiting partners love life and are curious about design. Give customers more than what customers want. My core challenge is how to manage and manage the company. My job is to use design to solve problems for my customers. Good designers must learn to empathize and always pay attention to market changes.

What are your philanthropic contributions to society as a designer, artist and architect?

FY : I did a city brand positioning and a city LOGO for my own hometown. I will provide free design for public welfare projects. Pay tribute to the designers involved in humanitarianism. Good design can convey effective information and bring happiness to people. I sometimes share designs with my classmates at the university. I am concerned about the growth of designers and are willing to provide opportunities.

What positive experiences you had when you attend the A’ Design Award?

FY : 1. Participate in the International Design Competition to learn about the work of global designers. 2. Learn from different cultural backgrounds and enrich your design language. 3. Have an objective understanding of your design level and clearly understand the direction of improvement.

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