Interview with Xingyue Deng

Xingyue Deng ("XD") interviewed on Wednesday, 4 June.

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

XD : I have been working in the field of visual design for over 12 years, with a strong focus on brand identity, packaging, and communication design. I began my career after graduating from a top design university, and over the years, I have had the opportunity to collaborate with a variety of well-known clients across sectors, including technology, culture, healthcare, and education. I am also a member of the Hong Kong Designers Association, which has allowed me to stay connected with an active and inspiring creative community in Asia. Throughout my journey, I have always believed that design is not only about aesthetics but also about clarity, purpose, and meaningful impact. Each project I take on is a new exploration of how design can solve problems and inspire people.

How did you become a designer?

XD : Becoming a designer was a natural path for me, driven by both personal passion and a deep curiosity about how visual communication can shape the world around us. From a young age, I was fascinated by images, symbols, and the subtle power of design in everyday life—whether it was a poster, a book cover, or the layout of a public space. I decided to pursue formal education in design and was fortunate to study at a university that emphasized both creative thinking and problem-solving. There, I gained a solid foundation in visual principles, typography, branding, and user-centered design. After graduating, I worked at several creative agencies where I learned to navigate real-world challenges, collaborate with diverse teams, and refine my own design voice. What truly drives me as a designer is the belief that good design can create clarity, empathy, and even change people’s behavior. I wasn’t influenced by a single person, but rather by the quiet influence of good design itself—how it improves systems, connects people, and adds meaning to everyday experiences. For me, becoming a designer was not just a career decision; it was a calling.

What are your priorities, technique and style when designing?

XD : I focus on three key priorities in every project: clarity, emotion, and context. First, the message must be visually clear and direct. Second, the design should evoke emotion—whether calm, curiosity, or joy. Third, I consider cultural and user context carefully to ensure relevance. My process usually begins with quick sketches, then moves into digital tools like Adobe Creative Suite and 3D rendering when needed. I balance handmade intuition with modern precision. While I use technology extensively, I always return to the core: meaningful ideas expressed with clarity.

Which emotions do you feel when designing?

XD : Designing brings a mix of curiosity, focus, and satisfaction. The most exciting moment is the spark of the initial idea—that instant when form and meaning suddenly connect. During the process, I feel deeply focused, almost meditative. I enjoy the rhythm of refining, adjusting, and pushing ideas forward. Finishing a project brings a quiet sense of fulfillment—not just from the result, but from knowing the concept found its best expression. Design gives me a sense of purpose. It’s not just work; it’s a way to explore, solve, and connect.

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

XD : Beyond design, skills like critical thinking, storytelling, and cultural observation have shaped my approach. I’ve always been curious about how people interpret visuals across different contexts. A background in communication and exposure to cross-disciplinary teams also taught me how to think strategically, not just visually. The biggest influence on my work has been the everyday world—street signs, local patterns, typography in the wild. Real-life details often inspire my concepts more than design books.

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

XD : My growth has been a balance between practice and reflection. Each project helps refine my thinking and expand my perspective. Looking ahead, I hope to build deeper collaborations across culture, technology, and public spaces. A dream project would be designing a long-term visual system for a museum, city district, or public cultural initiative—something that leaves a lasting social impression through design.

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

XD : Stay curious, stay sharp. Don’t rush into style—first build a solid foundation in structure, typography, and visual logic. Be open to critique, but also learn to filter feedback wisely. I’ve faced rejection and uncertainty too—it’s part of the journey. The best advice I received: “Design is not about you, it’s about what works.” Keep learning outside design—read, observe, travel. Everything feeds back into your creativity.

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

XD : Focus on long-term impact, not short-term trends. Build a system of thinking, not just a visual portfolio. Avoid falling in love with your first idea—test, refine, adapt. Always design with intention, not decoration. Document your process, protect your time, and never stop challenging your comfort zone.

What is your day to day look like?

XD : My day usually starts early with quiet planning—reviewing notes, sketching ideas, or browsing visual references. Mornings are for focused design work; afternoons are often for meetings or revisions. I check industry news and archive inspiration regularly. Small things keep me energized—like making a clean grid, or solving a tough layout. Even on a routine day, the creative spark can strike at any moment.

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

XD : I stay informed but not dictated by trends. I observe them through global awards, exhibitions, and digital platforms. However, my work is guided more by timeless logic, cultural resonance, and user relevance than by seasonal aesthetics. Trends inspire, but substance defines.

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

XD : Good design is intuitive, functional, and meaningful. I look for clarity of purpose, consistency in execution, and emotional connection. When everything feels inevitable yet effortless, that’s the sign. Common mistakes? Over-designing and ignoring context.

How do you decide if your design is ready?

XD : A design is ready when any further change feels like noise, not improvement. It’s a fine balance between perfectionism and purpose. Sometimes, you just know—it aligns, it speaks, it works. And then, you let it go.

What is your biggest design work?

XD : One of my most meaningful works is “EasyGo,” a visual identity system for a senior-friendly elevator brand. It integrates Chinese characters and motion into a universal, accessible design. It challenged me to balance simplicity with empathy—making function poetic.

Who is your favourite designer?

XD : I admire Kenya Hara for his clarity and philosophical depth, and Dieter Rams for his uncompromising functionalism. If I could meet one designer from the past, it would be Shigeo Fukuda—his wit, simplicity, and vision continue to inspire.

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

XD : I live in Chengdu—a city of calm rhythm and layered culture. Tea, books, and local craftsmanship feed my aesthetics. I believe culture shapes design at its root, and good design, in return, refines daily life. Design made me more patient, more observant, and more present.

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

XD : Collaboration, respect, and clarity define my work culture. I work with a close-knit team and value open dialogue. I look for partners who share long-term thinking and value design as strategy. Efficiency matters, but meaning comes first.

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

XD : I mentor young designers, participate in design education events, and offer pro bono work for community initiatives. Design is a form of service. I believe in using design to give voice, clarity, and dignity to people and causes that matter.

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

XD : The A’ Design Award offered global exposure, professional validation, and a strong design network. It pushes you to articulate your thinking clearly and benchmark against the best. Being selected as Designer of the Day was a great encouragement—it’s a reminder to keep creating meaningfully.

Xingyue Deng Profile