Interview with Yamin Zhu

Yamin Zhu ("YZ") interviewed on Wednesday, 29 May.

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

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.

How did you become 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.

What are your priorities, technique and style when designing?

YZ : My design principle is 'no place without a source.' 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.

Which emotions do you feel when designing?

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.

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

YZ : Since childhood, I've had a passion for calligraphy. Chinese calligraphy is a traditional art, representing aesthetically pleasing artistic works. Calligraphy transcends mere writing; it embodies the artistry of patterns, the poetry of silence, the dance of formlessness, and the music of silence. My study of calligraphy has sparked my love for typeface design and has influenced my subsequent aesthetic style in design.

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

YZ : During my college years, I began studying design. After graduating, I got involved in various design projects and eventually founded a design company. We specialized in typeface design, brand identity design, poster design, and book design. However, nowadays, I've shifted my focus to product design. I aspire to create designs that can generate significant commercial value.

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

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.

What is your day to day look like?

YZ : In the morning, I start my day with a cup of tea and some reading. Engaging in books and design resources keeps my mind active and allows me to absorb external design thinking, logical reasoning, and design language. I view reading as akin to a sponge; if consistently engaged in, it gradually becomes saturated, absorbing nutrients that eventually overflow, enriching and nourishing my thoughts. Reading has become an integral part of my daily routine.

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

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.

How do you decide if your design is ready?

YZ : During project work, I make it a daily practice to scrutinize my designs, contemplating whether there's still room for improvement. If there is, I continue to refine and polish them until, within a week, I can't find any issues in terms of form, color, craftsmanship, and so on. Rigorous and repeated scrutiny is a necessary process for me to determine if a design is ready to be finalized and implemented.

What is your biggest design work?

YZ : Forty-nine Union liquor.This design incorporates the philosophical concepts of Chinese culture and the Five Elements, while also inheriting traditional Chinese craftsmanship such as woodworking and ceramics. It possesses high aesthetic and cultural value.

Who is your favourite designer?

YZ : Kenya Hara. 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.

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

YZ : 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.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.

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

YZ : Firstly, I would like to express my gratitude to the judging panel for recognizing the value of Chinese culture. Secondly, receiving international awards serves as motivation for both myself and my design team. It broadens our international perspective and, most importantly, helps promote Chinese culture. By spreading awareness of China's rich cultural heritage, these awards play a crucial role in fostering cultural exchange between East and West.

Yamin Zhu Profile