Interview with Sinong Wu

Sinong Wu ("SW") interviewed on Wednesday, 28 May.

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

SW : I have worked in the liquor packaging design industry for 10 years, and successfully provided packaging design and brand planning for the famous Chinese liquor brands Wuliangye, Fenjiu, Luzhou Laojiao, Diaoyutai, etc.

How did you become a designer?

SW : I studied sculpture in college; After I started working, I found that design work was more suitable for me. I could commercialize many interesting ideas and realize my own value.

What are your priorities, technique and style when designing?

SW : When a new project starts, I will carefully communicate with the client about the design background and style, and whether the market needs these styles; During the design process, various software will be used: AI, CDR to draw vector graphics, PS for image processing, 3D Rhino for modeling, Keyshot for rendering images. Then print it out using a 3D printer to determine its size. After confirmation, proceed with the later sampling and production work.

Which emotions do you feel when designing?

SW : At the beginning of the design, I will be happy and look forward to the final result. Especially when designing samples or 3D printing physical objects, I believe you can feel the excitement. If the client can synchronize with you in the design, it would definitely be a perfect result, and the designer can fully output their creativity. When a design achieves astonishing sales in the market, joy arises naturally.

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

SW : Communication skills: Designers need to effectively communicate with clients, team members, and suppliers. Good communication can ensure that requirements are accurately understood, reduce misunderstandings, and enhance cooperation. Innovative thinking: True innovation often requires breaking away from traditional design frameworks, and artists and designers particularly need this ability to create innovative works. Technological adaptability: With the rapid development of technology, being able to quickly learn and apply new technologies is crucial for all creative workers. This is not limited to design software, but also includes emerging digital tools and platforms. Market awareness: Understanding market trends and customer needs is fundamental for designers and architects, as it helps them design works that are both aesthetically pleasing and practical, meeting market demands. Aesthetic perception: The cultivation of aesthetic perception goes beyond technical training and affects the final visual effect and emotional communication of the work. For the packaging design industry I work in, the most important things are aesthetics and creativity, bringing consumers a wonderful experience. I have been in the industry for ten years and so far, it has been pretty good. Many of my works have been very successful in the market and have sold well.

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

SW : From sculpture to design, as a designer, I am delighted to see my designs loved by the vast majority of people. By constantly combining creativity with business, create interesting designs; Make consumers visually feel the excitement. I want to do some product design, such as watches or aromatherapy products.

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

SW : I believe that foundation is the key, as it serves as the foundation for subsequent creative work, such as knowledge of color and composition. Without a solid foundation, future development is limited. At the same time, it is important to actively communicate with clients and team members, understand their needs and feedback, and avoid design direction deviations. Special Warning Don't be swayed by trends and ignore the actual needs of the project and the cultivation of your own style, otherwise the design will easily fall on the surface. Don't be afraid to try new ideas out of fear of making mistakes. Understand that mistakes are a ladder to growth, but it's important to summarize experience in a timely manner. If you want to succeed, you need to continue learning, pay attention to industry trends, and learn new design concepts, such as attending online courses and industry lectures. At the same time, you can expand your network by participating in design activities, joining communities, meeting seniors and peers, and obtaining more opportunities and guidance. When encountering problems that need to be addressed, communicate fully with customers, evaluate the impact of changes, and negotiate reasonable solutions. My mentor told me that design should solve problems and convey information, not just pursue visual effects. But the boss pays more attention to teamwork and mutual cooperation in order to produce good works. In addition, learn more online courses and read professional books and articles. Participate more in practical projects, accumulate experience and improve methods from practice.

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

SW : I think we should keep learning, the industry is constantly innovating, and new technologies and concepts are emerging frequently. Continuously updating the knowledge system. We should also pay attention to user needs, design services that ultimately serve people, and deeply understand the preferences, habits, and needs of the target audience. Artists' creations can consider emotional resonance with the audience, while architects' designs should take into account the functional and experiential needs of users. Innovation is the soul of design, but don't completely abandon tradition. Drawing inspiration from historical works, integrating modern elements, and creating unique and profound works. Overcoming the rush for success, good works require time to polish, don't sacrifice quality for the pursuit of speed. Patiently refine details and pursue perfection. Prompt and inspire ideas. Establish a unique style and explore personal style. Through extensive practice and reflection, gradually form recognizable works. Don't limit yourself to familiar fields, try cross-border creation. Architects can participate in landscape design, while artists can try digital art to broaden their creative horizons.

What is your day to day look like?

SW : I usually work from 9:00 to 10:00 in the morning. I spend 20-30 minutes browsing design news websites and industry official account to learn about the latest trends, popular styles and cutting-edge technologies and reserve inspiration for creation. Advance the design project according to plan, communicate requirements and discuss solutions with team members, use professional software for design creation, and continuously optimize details. When encountering a bottleneck, pause your current work and go for a walk, listen to music, or watch a short film to stimulate your thinking and seek new inspiration in a different environment. During boring moments, chat with colleagues about interesting design stories, share each other's works, comment on each other, and liven up the atmosphere. When the design idea is successfully implemented and the sketch becomes a complete work, one becomes particularly excited and feels that the effort has paid off. Receiving affirmation and praise from the client for the design proposal, the feeling of being recognized is fantastic, which gives me more motivation to devote myself to the follow-up work.

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

SW : I will continue to pay attention to design information, regularly read professional design magazines and industry reports, and participate in online and offline design seminars and exhibitions. At the same time, actively participate in social media design communities, communicate with peers, and timely capture new trends. Design trends are crucial as they reflect current changes in aesthetics, technology, and social demands. Mastering trends can make works more contemporary and competitive in the market, but not blindly following them, but using them as a source of inspiration. I not only pay attention to design trends, but also adhere to my personal style. Integrating trend elements with personal style to develop unique series or products that meet market demand. We will conduct in-depth research on the underlying causes of trends and analyze whether they meet the needs of the target audience. In design, select suitable parts and incorporate personal ideas and styles, so that the work has both a sense of design and personal ideas. Draw inspiration from details in daily life and excellent works in other fields, and transform them into your own design language.

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

SW : I will judge from several dimensions; Functionality, able to effectively meet the core needs of users, with simple and reasonable operation. In terms of user experience, the usage process is smooth and comfortable, conforms to ergonomics, and creates a sense of pleasure. In terms of aesthetic value, the unique combination and coordination of colors and shapes can bring visual enjoyment to people. When the design can accurately address user pain points and the approach is clever and natural; Or bring unexpected convenience and surprises during use; Or when the design showcases unique craftsmanship in the details, leaving people amazed, it's the 'Aha' moment. Of course, common mistakes to avoid in good design are adding unnecessary features or decorations in pursuit of innovation, which can make the product complex and difficult to use. Without a deep understanding of user pain points, the designed product does not meet user expectations. The lack of coordination between various design elements affects the overall aesthetics and user experience.

How do you decide if your design is ready?

SW : I believe that when it accurately meets user needs, has complete functions, and operates smoothly; Visually beautiful and coordinated, in line with aesthetics; After multiple rounds of testing and optimization, there are no major defects, making it easy to produce; Recognized by target users and experts, with good market feedback. When the design achieves commercial value, high user satisfaction, and wins industry awards, the product or project is considered successful.

What is your biggest design work?

SW : I have designed packaging for many famous Chinese liquor brands, such as Diaoyutai, Luzhou Laojiao, Wuliangye, and others. Of course, I am extremely proud to have received the design works of Gold A and Bronze A this time. You can see the profound Chinese history and culture from the works of Gold A; Interactive experiences of play can also be found in Copper A works. And also the Wuliangye that I designed Waizui liquor, it is the best-selling small bottle liquor in China (100mL) with astonishing market sales and unique design. The birthplace of Wuliangye in Yibin City, Sichuan Province, where the environment is beautiful and the scenery is pleasant, we drew inspiration from the winding rivers and brought this feeling into the bottle design. At the same time, in terms of environmental protection, we have expanded the curvature of the wine bottle to make it easier to demold; While saving costs, it is also more environmentally friendly. Every year, we contribute to environmental protection in the face of huge sales. I am currently designing a tea packaging for a liquor company, and I believe the unique user experience will definitely refresh you!

Who is your favourite designer?

SW : I think Genshin Impact and Zaha Hadid are really cool. Yuan Yanzai's works are concise yet profound, integrating Eastern aesthetics into modern design. MUJI's design showcases its skill in using simplicity and natural materials. Zaha Hadid's architecture is full of futurism and fluidity, with bold curves and irregular shapes that break tradition, creating a visual impact similar to that of the Guangzhou Grand Theatre. If given the opportunity, I would like to communicate with the late designer Philip Stark, whose design styles are diverse and creative, covering everything from everyday items to architecture. I would like to ask him how to maintain a constant stream of inspiration. I think the most representative designer is Raymond Lowe, whose streamlined style has had a profound impact, with iconic designs in everything from cars to home appliances. In addition, Dieter Rams proposed the "10 Principles of Good Design", which has had a huge impact on modern design and many products follow its philosophy. In addition to the two designers mentioned earlier, I also admire the works of architect I.M. Pei and the Louvre Pyramid, which perfectly integrate modern architecture with historical environments. Artist Dali's surrealist works are full of fantastic imagination, breaking conventional cognition. Naoto Fukasawa's concept of "unconscious design" allows products to interact naturally with users.

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

SW : I come from Chengdu, Sichuan. Life here is leisurely and full of fireworks. I really like it here. I often go to People's Park to have tea and feel the slow pace of old Chengdu; I also visit Taikoo Li to experience the collision of modern fashion and tradition. My favorite city is Chengdu. It not only preserves the ancient Shu culture, but also keeps up with the trend, always giving me inspiration. Music is my creative partner, listening to folk songs at work can calm me down, while listening to rock music can stimulate creativity. Culture definitely influences design, such as Chengdu's Shu embroidery and bamboo weaving techniques, whose color combinations and patterns are integrated into my works. I am currently in the studio, brainstorming for a wine packaging project. Good design is necessary for social progress, as it enhances the quality of life, such as the design of convenient public facilities. As a packaging designer, I place greater emphasis on environmental friendliness and reduce the use of disposable items. These small changes, although subtle, make life better and allow design to truly integrate into life and give back to culture.

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

SW : I have my own independent studio that advocates openness, innovation, and collaboration. Everyone is free to express their ideas and inspire inspiration through creative collisions. Pay attention to the balance between work and life, encourage members to balance work and rest, and engage in work in a better state. Based on customer needs as the core of business philosophy, we deeply understand brand positioning and target audience, and create exclusive packaging. Pursuing high-quality design, not blindly following trends, using unique creativity to make products stand out in the market. At the same time, control costs and ensure design cost-effectiveness. I am not fighting alone, I have fixed partners such as illustrators, material suppliers, etc. Choosing partners values professional competence, sense of responsibility, and compatibility. When recruiting, focus on creative talent, learning ability, and teamwork spirit. In my industry, competition is fierce and constant innovation is necessary. It is also necessary to balance creative and commercial needs, meet customer needs while maintaining design standards. In my work, I am responsible for the entire process design of alcohol packaging, from conceptual conception to plan implementation, communicating with clients, and controlling project progress and quality. Excellent designers should have keen insight, innovative thinking, solid professional skills, good communication skills, and a sense of responsibility. They should be able to transform creativity into practical works and create value for clients.

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

SW : As a packaging designer, I often participate in environmental packaging public welfare projects, designing biodegradable and reusable alcohol packaging for small public welfare organizations to reduce resource waste. We also hold packaging design lectures in the community to share environmental protection concepts and the classification of recyclable packaging. I will consider and carry out free design, especially for meaningful public welfare projects such as cultural heritage protection and assistance to vulnerable groups, using my professional abilities to support public welfare. I greatly admire humanitarian participants who have a strong sense of social responsibility in designing to convey love and hope. I like designs that perfectly combine functionality and aesthetics, cleverly convey brand concepts, are environmentally sustainable, and evoke emotional resonance. I often attend design forums and sharing sessions; Provide guidance and advice for young designers. At the same time, I will open internship positions in the studio to allow young designers to participate in practical projects and accumulate experience.

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

SW : Participating in the A 'Design Award has exposed me to top global design works and broadened my horizons. Seeing highly creative designs from peers. After winning the award, the work gained widespread exposure, attracting many potential clients and cooperation opportunities, greatly enhancing the studio's visibility. In addition, there are many main benefits to participating in design awards and competitions. Awards can enhance visibility, stand out in industry competitions, allow more people to recognize oneself and one's work, and accumulate reputation. The comments of professional judges can help me clearly understand the advantages and disadvantages of the work, and clarify the direction for improvement. Meet designers from around the world, exchange experiences, and lay the groundwork for future collaborations. At the same time, it brings more opportunities for career development. By comparing with other excellent works, one can discover their own shortcomings, continuously improve their design skills, and enhance their professional level. Design competitions are a reflection of industry vitality, which can promote design innovation and drive the development of the design industry. Becoming a designer today is fortunate to have access to diverse cultures and advanced technology, but also faces fierce competition. By maintaining enthusiasm and constantly learning, one can shine in their field.

Sinong Wu Profile