Interview with Xu Tang

Xu Tang ("XT") interviewed on Friday, 30 May.

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

XT : I’ve worked as a designer for over 14 years. After graduating from Sichuan Fine Arts Institute, I collaborated with some of China’s top publishing companies. My focus is on graphic and book design, driven by a passion for storytelling and culture.

How did you become a designer?

XT : I chose to become a designer because it felt like a natural extension of how I see and interact with the world. From a young age, I was drawn to observing details, creating visual stories, and exploring the connections between culture and form. What truly drives me is the belief that good design can quietly improve lives—it’s not just about aesthetics, but about empathy, clarity, and meaningful connection. No single person pushed me into this path; it was an internal desire to contribute something valuable through design that motivated me.

Which emotions do you feel when designing?

XT : I focus on clarity, emotion, and simplicity in all my designs. My work centers on connecting culture and story through visuals. I start with hand sketches, then use digital tools like Adobe and 3D software for refinement. Depending on the project, I may build physical models, but mostly rely on digital design. For new projects, I listen carefully, research, sketch, and gradually develop the concept before finalizing digitally.

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

XT : Besides design skills, qualities like patience, curiosity, and empathy have shaped me as a designer. Patience allows me to refine ideas slowly; curiosity drives me to explore culture and meaning deeply; empathy helps me understand people’s needs and emotions. These soft skills are essential because design isn’t just about visuals—it’s about connection and communication. My biggest influence has been my life experiences and those close to me—especially my wife, who constantly supports and inspires me. My design journey has been one of continuous learning—starting from formal education, moving through years of hands-on work, and always evolving with each project.

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

XT : My growth as a designer has been gradual and layered. It began with a solid education at Sichuan Fine Arts Institute, followed by years of hands-on work in publishing and cultural projects. Along the way, I’ve learned to blend tradition with innovation, and to listen deeply to both the past and present. Looking ahead, I want to become a designer who bridges cultures and time—someone whose work quietly influences and inspires across generations. My next projects will continue to explore Chinese cultural heritage through modern design language. I also have dream projects—deep, slow explorations of visual culture that require time and resources I haven’t yet fully gathered. These include books and exhibitions that bring ancient stories into today’s world with fresh eyes. Ultimately, I want to be remembered as a designer who cared deeply, worked patiently, and created with meaning.

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

XT : My advice to young designers is simple: be patient and stay curious. Success doesn’t come overnight—it’s built through consistent effort and a willingness to learn from every experience, including failures. Early in my career, I faced doubts and pressures to conform to trends, but I learned to trust my own voice and values. The best advice I received was from mentors who emphasized the importance of deep observation and listening—not just to clients, but to life itself. To grow, I constantly read, practice, and surround myself with thoughtful people. Developing as a designer is a lifelong journey, and humility is key.

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

XT : Success in design, art, or architecture comes from a balance of discipline, curiosity, and authenticity. My advice to professionals at any stage is to focus on understanding the core problem deeply before jumping into solutions. Avoid chasing trends blindly—trends are fleeting, but good design is timeless. One common mistake is trying to please everyone, which dilutes your voice. Instead, develop a clear point of view and let it guide your work. Always be open to learning—through reading, observing, collaborating, and even making mistakes. There’s no shortcut to mastery, but steady, thoughtful practice is key. For those entering the field, I suggest cultivating patience and resilience. Design is as much about listening and observing life as it is about creativity. Nurture your sensitivity to the world, and your work will naturally grow in depth.

What is your day to day look like?

XT : As a designer, my daily life is filled with creativity. My mornings usually begin with the inspiration sparked by listening to the birdsong in nature. Then I focus on current projects—whether it’s sketching ideas, refining layouts, or collaborating with clients. On slower days, I like to step away from the screen—taking walks, listening to the sounds of nature and markets, or reading books. This helps refresh my mind. Small joys, like discovering a tiny insect or a perfectly harmonious color, excite me. These little moments of discovery and reflection fuel my creativity and keep me grounded throughout the day.

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

XT : I pay attention to current design trends to stay informed, but I don’t let them dictate my work. For me, it’s more important to develop a personal style that reflects deeper values and cultural roots rather than chasing seasonal trends. I prefer to create series or projects that have lasting meaning, rather than following fleeting fashions. When I do look at trends, I observe them as part of a larger cultural context—my inspiration comes from nature, history, and everyday life, not just what's trending online.

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

XT : Good design is clear, purposeful, and emotionally resonant. It solves real problems while creating a meaningful experience. When I evaluate a product or project, I ask: Does it communicate its message effortlessly? Does it make people feel something? Does it stand the test of time without relying on gimmicks? The “aha” moment comes when all elements—form, function, and feeling—align perfectly. Common mistakes to avoid include overcomplicating, ignoring user needs, and following trends blindly. For me, good design balances simplicity and depth, serving both function and emotion.

How do you decide if your design is ready?

XT : I believe design is never truly “finished”—there’s always room to improve. However, I consider a design complete when it fully meets its purpose, communicates clearly, and resonates emotionally. I know it’s time to move on when further changes no longer add value but only complicate the work. Balancing the pursuit of perfection with practicality is key. Success comes when the design connects with its audience and stands the test of time—not just when it looks perfect on paper.

What is your biggest design work?

XT : One of my proudest projects is the redesign of the Four Great Classical Novels of China. I wanted to create a design that honored these timeless stories while inviting a fresh perspective—something that bridges tradition and modernity. The key was the concept of “glimpsing”—designing the book boxes so readers feel like they are peeking into a mysterious, rich world. It was challenging to balance respect for the classics with innovative presentation, but that tension made the work meaningful. Currently, I’m excited about new projects that continue to explore cultural heritage through minimalist and thoughtful design.

Who is your favourite designer?

XT : I admire designers who combine clarity with emotion—like Dieter Rams, whose work is timeless in its simplicity. If I could speak with a designer from the past, I would choose Mies van der Rohe for his visionary approach to architecture and design. I believe he, along with others like Paul Rand and Massimo Vignelli, shaped how we understand good design today. Beyond designers, I’m inspired by artists and architects who deeply connect culture, history, and innovation.

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

XT : My lifestyle is calm and rooted in nature and culture. I find inspiration in quiet cities with rich history—like Chongqing, where I live. Music often plays softly in the background as I work, helping me focus and feel connected. My cultural background deeply influences my projects; I aim to reflect and reinterpret Chinese heritage through modern design. Good design is vital for social progress because it shapes how we communicate, understand each other, and experience the world. For me, design has brought subtle but positive changes—helping me see everyday life more clearly and connect more deeply with culture and people.

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

XT : My work culture is centered on collaboration, respect, and patience. I work closely with my wife, who is also my creative partner, and together we create a relaxed yet focused environment. When choosing collaborators or team members, I look for integrity, open-mindedness, and a shared passion for thoughtful design. Trust and mutual respect are non-negotiable. Key factors in our work culture include clear communication, flexibility, and a commitment to quality over speed. My core challenge is balancing creative vision with practical constraints—delivering meaningful design while meeting deadlines and client needs. As a designer, I see my responsibilities as both creator and listener—translating ideas into visuals that communicate and connect. A great designer, artist, or architect should have curiosity, discipline, empathy, and the courage to pursue authenticity.

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

XT : Giving back to the community is an important part of my work as a designer. I’ve participated in several public-interest design projects that aim to raise awareness or improve social wellbeing through thoughtful design. I believe artists, designers, and architects have a unique responsibility to contribute to humanitarian causes—their creativity can inspire change and provide practical solutions. I also support young designers by participating in design events, mentoring, and offering opportunities to collaborate. Sharing knowledge and experience helps nurture the next generation of creative voices.

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

XT : Participating in the A' Design Award has been a rewarding experience for me as a designer. Firstly, it provides valuable recognition that helps build credibility and opens doors to new opportunities. Secondly, it pushes me to refine my skills and think more critically about my work, fostering continuous growth. Thirdly, the award connects me with a global community of creatives, offering inspiration and collaboration possibilities. Design competitions like this are important because they celebrate innovation and encourage designers to challenge themselves beyond everyday projects. Being named a 'Designer of Today' is an honor that motivates me to keep pushing boundaries and stay true to my design philosophy.

Xu Tang Profile