We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative YATING LIU ("YL").
Graduated from School of Visual Arts, Yating Liu is a versatile graphic designer with a strong penchant for customized typeface and branding design. She has thrived in multicultural cities like Beijing, Hong Kong, and New York, which have helped her to become more well-rounded and upbeat in personality. Yating is currently making images at 2x4 (Beijing), where she utilizes her branding and advertising background to express her distinctive and mature views through visual language.
YATING LIU Designs
We are pleased to share with you original and innovative design work by YATING LIU.
YATING LIU Design - Unicorn Rebrand Visual Identity
Designer Interview of YATING LIU:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
YL : My name is Yating Liu, and I am an experienced graphic designer with a strong creative background. I proudly hold a BFA degree from the prestigious New York School of Visual Arts, where I honed my skills and developed a passion for visual communication. Following my graduation, I had the privilege of working at renowned design companies in New York City, including Viacom, Prophet, and now in 2X4 (Beijing), . These experiences provided me with valuable opportunities to collaborate with talented professionals and work on a diverse range of projects. I am grateful to have received recognition for my work, having been honored with esteemed awards such as the A Designer Winner, Hermes Platinum Award, Indigo Gold Award, and GDUSA Award. These accolades serve as a testament to the dedication and craftsmanship that I pour into every design I create. Throughout my career, I have had the pleasure of collaborating with esteemed clients such as CBRE, Aranya, Fubon Art Museum, ByteDance, and many others. These collaborations have allowed me to apply my skills to various industries and contribute to the visual identity and success of notable brands and organizations. I initially pursued a bachelor's degree in Applied Economics, influenced by my parents. However, as I approached graduation, I started contemplating my future path. It was during this time that the idea of design emerged. Although I had always been interested in design since I was young, I hadn't formed a clear vision until that sleepless night when I began questioning what I truly loved and what I wanted to do in the future. I vividly remember the moment I first set foot in the Hong Kong Polytechnic University School of Design. I felt a sense of happiness and conviction, perhaps because I had experienced chaotic and uncertain days, making me cherish the encounter with something I truly loved. I still recall the words spoken by a senior on that day, words that became my motto and reinforced my determination to become a designer. " In the journey of life, discover something that you possess the ability to do, feel a genuine love for, understand as something meaningful and valuable to society, and recognize as a task that specifically requires your unique contribution. Embrace the realization that in this very moment, you are living out that purpose." This realization and the pursuit of design as a career have been driven by a combination of passion, purpose, and a desire to make a meaningful impact. The creative field allows me to channel my interests, skills, and imagination into tangible forms of expression. It provides me with the opportunity to solve problems, communicate ideas, and evoke emotions through visual means.
DI: What is "design" for you?
YL : Design's Timeless Relevance: Design is an industry that spans back to ancient totemic cultures and extends into the future of intelligent innovations. It is a lifelong pursuit, where one can continuously explore and contribute to the evolution of design, leaving a lasting impact on society. Constant Challenge and Curiosity: Design is a field where problem-solving leads to new challenges, creating an ongoing cycle of growth and discovery. It fuels curiosity, inspires a thirst for challenges, and keeps designers constantly engaged and energized. The ever-evolving nature of design ensures that there is always something new to explore and learn. Impactful Transformation: Design has the power to transform lives, habits, and perspectives. It brings about positive change and updates outdated notions. It shapes the way we interact with the world and influences societal progress. Engaging in design work provides a sense of purpose, social value, and a deep understanding of the meaningful impact design can have on individuals and communities. Overall, these three aspects highlight the enduring nature of design, the constant intellectual stimulation it offers, and its ability to bring about positive change, making the industry a rewarding and fulfilling profession to be a part of.
DI: Which aspects of a design do you focus more during designing?
YL : In my design process, I strive to achieve a sense of harmony, balance, and comfort in my work. Within my designs, I aim to create a visual language that is harmonious and pleasing to the eye. I carefully balance elements such as color, composition, and typography to ensure a cohesive and aesthetically pleasing outcome. By finding the right equilibrium, I create an overall sense of visual balance that is visually appealing and engaging. Furthermore, I prioritize creating a comfortable experience for the viewer. I consider the user's journey and aim to design with clarity and ease of use in mind. Whether it's through intuitive navigation, clear messaging, or thoughtful user interfaces, I seek to provide a seamless and enjoyable experience for those interacting with my designs. Overall, my creative style is characterized by a desire to evoke a feeling of tranquility and visual satisfaction. By incorporating elements of harmony, balance, and comfort, I strive to create designs that not only capture attention but also provide a sense of calm and visual delight for the audience.
DI: What kind of emotions do you feel when you design?
YL : What captivates me the most in the design process is that immersive and focused state of mind, akin to submerging oneself into the depths of the ocean during a deep diving expedition. Everyday life feels like floating on the surface of the sea, but when I engage in design, it's like embarking on a profound dive.
DI: What kind of emotions do you feel when your designs are realized?
YL : A sense of fulfillment, joy, and comfort. I don't care if my work becomes popular or widely loved, but I care deeply about whether it can truly touch the soul and express the subtle and nuanced emotions of people.
DI: What makes a design successful?
YL : Focus is the key to success. Stay deeply immersed in the areas you are passionate about and skilled in, without allowing external influences or the opinions of others to distract you. To create impressive works, you need to move yourself before you can move others. You must immerse yourself in your work to find the elements that resonate the most and bring them to their fullest expression.
DI: When judging a design as good or bad, which aspects do you consider first?
YL : Resonance: Can this work evoke a sense of resonance? Can it convey an emotional impact to me and be communicated in a suitable, appropriate, and friendly manner?
DI: How do you think the "design field" is evolving? What is the future of design?
YL : My husband was very excited recently when he told me that he used the newly released Suno AI to write a song for our newborn son. It's actually pretty good! He wrote the lyrics himself and told the AI what style he wanted the song to be and what emotions he wanted to convey. This got me thinking that in this era of AI prevalence, each of us can express emotions in our own unique way. This means that in the future, it will be challenging to see trends in design and art that are universally praised and loved by the masses, because everyone will seek designs that resonate with them personally, unique designs, niche designs, rather than designs loved by the mainstream. This also implies that designers need to break out of conventional thinking, get closer to life, challenge traditions, and create designs that truly resonate with people's deeper emotional needs, rather than producing uniform designs with fixed patterns, which could easily be replaced.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
YL : China's unique cultural heritage contributes to its distinctiveness in the creative industry. The concept of Yin and Yang, representing balance and harmony, is deeply ingrained in Chinese culture. This principle is often reflected in the creative works produced, where there is a deliberate effort to achieve a harmonious balance between elements. Chinese typography, in particular, stands out as a significant area of focus and expertise. With a rich history and continuous development, Chinese characters have undergone reform, enrichment, and standardization. The study and exploration of Chinese typography have become essential aspects of visual communication. It is not enough to excel in English typography; there is a need to excel in Chinese typography as well. By embracing the nuances and complexities of Chinese characters, designers in China have the opportunity to create visual narratives that resonate with Chinese audiences on a deeper level. The visual order and harmony inherent in Chinese typography provide a unique lens through which designers can communicate and evoke emotions effectively. Furthermore, China's vast and diverse cultural landscape offers a wealth of inspiration and creative resources. From traditional art forms and ancient architectural marvels to vibrant festivals and regional customs, Chinese culture provides a rich tapestry of elements that can be incorporated into creative projects, giving them a distinctively Chinese flair. In summary, China's cultural emphasis on balance and harmony, coupled with the importance placed on Chinese typography, contributes to its unique position in the creative industry. The exploration and mastery of Chinese characters provide designers with a valuable opportunity to create visually engaging and culturally resonant works that stand out in a global context.
DI: Can you talk a little about your design process?
YL : Brainstorming is where creativity begins, the moment when ideas unfold. When starting a new project, I often feel excited to grab a large sheet of paper and start conceptualizing, freely doodling, or creating the mindmap. It's a moment of freedom and exhilaration. Additionally, I immerse myself in various activities like engaging in conversations with different people, researching relevant books, and gathering images, rather than rushing to open design software. Although each project follows a somewhat fixed and repetitive process, I gather insights and experiences from my observations and contemplations, which shape the foundation for the next endeavor. It could be a sentence from a conversation with family, a visit to a newly opened restaurant, or encountering a fresh perspective. This process is akin to threading a string through a string of pearls, where each encounter influences the mindset when approaching a new project. Design, in fact, acts as the thread that quietly interconnects the various strands of everyday life, omnipresent and facilitating energy transfer across different domains. Challenges inevitably arise as the process unfolds. These obstacles can be minor hiccups, quickly resolved with technical solutions, or they can be significant problems requiring a complete reassessment and restarting from scratch. However, these hurdles often ignite a greater sense of determination in me to overcome them, as they also tend to coincide with reaching a stage of stability that requires an injection of excitement. As a project progresses into its middle or later stages, I sense the transformation of the design from a two-dimensional plane to a three-dimensional or even four-dimensional space. It's akin to constructing a house, moving from sketches to foundations, building the entire structure, and finally adding the finishing touches. The design becomes increasingly complete and three-dimensional, evolving into its unique realm with its distinct tone. It extends beyond visual elements, considering minute details and macroscopic aspects. Designers become more perceptive and focused at this stage, creating a holistic and immersive experience. Ultimately, my creative and design process involves a balance between free-flowing exploration, overcoming challenges, and refining ideas into multidimensional designs. It is a continuous journey of observation, inspiration, and meticulous craftsmanship that elevates a concept from mere visuals to an immersive and engaging experience.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
YL : Focus is the key to success. Love the world, experience the world, observe and perceive the world like a child. Additionally, having a clear sense of purpose is crucial. As you dive into your pursuits, know your direction and where you want to go. It's not just about being fully engaged; it's about having a defined purpose that guides your actions and decisions.
DI: What are your future plans? What is next for you?
YL : In the future, I may be more interested in experimental projects, such as niche consumer goods, art galleries, art exhibitions, etc. I hope my designs can be achieved using new technologies and make breakthroughs.
DI: How can people contact you?
YL : Email is the most convenient way to contact me. You can reach me at yatingliu23@gmail.com. Not only can you contact me for design work, but you can also share your thoughts on design or any other interesting ideas you have.