Interview with Vighnesh Shailesh Dudani

Vighnesh Shailesh Dudani ("VSD") interviewed on Saturday, 21 May.

How did you become 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.

What are your priorities, technique and style when designing?

VSD : Typography is my main priority. 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? 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. Style wise I prefer minimal designs that get to the point without any frills. I believe it helps the consumer find what they want instantly instead of making they hunt for it with distracting frills.

Which emotions do you feel when designing?

VSD : Often exhilarating. More often confused. And then mixed with a lot of self doubt.

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

VSD : Working at the coffee shop. Helped me understand people. What they choose, their likings, etc.

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

VSD : I wish to learn more tools and also get into academics and give back what my design school gave me. Dream project is to take design education to the less privileged communities of India.

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

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.

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

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.

What is your day to day look like?

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.

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

VSD : I look at Behance and a little of instagram for what is running these days. But trends are trends after all, they are up front only for a while. I believe in following the design principles instead.

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

VSD : When the consumer is happy, they appreciate it, and the business is running as per expectations if not above. Good design is 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.

How do you decide if your design is ready?

VSD : It checks all the boxes. And honestly, it may sound vague here but you do develop a gut instinct over time.

What is your biggest design work?

VSD : My favourite design is Kampot itself. 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.

Who is your favourite designer?

VSD : Paula Scher.

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

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 am a simple person with a minimal lifestyle. I shop only if I need to else spend my free time walking across the city or seeing a documentary on TV.

Vighnesh Shailesh Dudani Profile