Design, different from the purely so-called fine art, is my passion and what I live for. Several intrinsic elements constitute design, namely, theoretical principles, neutral criticisms, reasonable logic, aesthetic creativity, and human-centred experience. People utilise design to solve the problems or improve their lives. Shortly, we can say that design is generally a creative approach to solve the problems, particularly in delicate way. Art is an emotional expression of creativity and imagination without limitation. The difference between design and art is the purpose of expression. Art is to express emotion, and design is about improvement and interactive communication. Both design and art are based on concepts, creativity and expression, and about culture, people, living, etc, which is particularly tempting to me.
"Give me a place to stand on, and I will move the Earth."
This remark by Archimedes has been deeply imprinted in my mind. The greatest invention was based on abstract theories originated from a simple notion that struck during casual daily incidents like a shower. For instance, Christian Louboutin once encountered enormous frustration as his design ideas remained stagnant. However, he got out of the quagmire after incidentally seeing his assistance’s red nail polish, which he later used to paint the sole of his famous ‘Red-bottom shoes’. He instantly knew that this would be a success. I was impressed by how brilliant ideas could derive from small and unnoticeable life episodes.
"The whole world within Russia."
The slogan was created by the team who designed new visual identity of Russian tourist board (Read more about "Brand New: New Logo and Identity for Russia Tourism"). Suprematist art, founded by Kazimir Malevich in Russia, was the inspiration. In the key visual and some adapted ones, we can depict not only the object itself but also the Russian people, art, nature, events, food and culture behind. I was amazed by how potent visual design could be as well as how clever the art could be interpret.
Keeping in mind the power of a creative mind, I participated in a graphic design project by VS Sassoon in 2015. The competitiveness of the market required that our team formed new, innovative ideas for capturing and conveying product visuals to differentiate VS Sassoon from other brands. During the time, we shared references and concepts, brainstormed ideas including benefits of products, target consumers, brand tonality and marketing strategy. Through analysis and discussions, we figured out the advantages of each proposal. Moreover, it was an honour to be a witness of visual evolution of VS Sassoon, I also took part in more related projects in the following stage as a lead designer, with a senior project executer and other assistant designers. We observed the mainstream market was changing, which indicated consumer’s behaviour may differ from the old time. Leading the step of branding identity update, we performed new graphics with much more reformatory elements, attempting to impress our consumers and influence their vision to VS Sassoon.
In spite of the overwhelming pressure to be decisive as a leader, we were exulted to be a part of the project . I found it tremendously satisfying to spend time with my effective and creative partners, and was so proud of that we finished something beautiful and permanent.
Apart from visual itself, the sensation of textures and materials, the reflection of experience, interaction and feedback from users are essential to a designer. Even core value, expression and meaning, people and culture is the key to design. Also, I realised not a single person but a reliable team could accomplish anything. Folks work together to discuss, brainstorm, interact, build, then refine, reflect and learn. There is no the best design, but better.
Constantly, I am proudly pacing on my way toward the wider world, to see how impressive design thinking can be.
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