We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Xu Tang ("XT").
Mr. Xu Tang is a book designer from China. He is widely acclaimed in the publishing industry for his minimalist yet dynamic design language. Advocating a return to the essence of the book, he upholds the philosophy that "less is more" and consistently rejects overdesign. He has established strong partnerships with many of China’s leading publishing groups, and has designed Chinese editions for numerous world-renowned authors. With over 500 titles to his name—all of them bestsellers— his works can be found in virtually every Chinese-language bookstore around the world.
Xu Tang Designs
We are pleased to share with you original and innovative design work by Xu Tang.
Xu Tang Design - Great Chinese Novels Publication Design
Xu Tang Design - Anthropology Chinese Textbook Graphics Design
Designer Interview of Xu Tang:
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?
XT : I graduated from a professional art academy and have been working independently as a designer for 14 years. It was a childhood dream of mine to become a designer, and I'm fortunate to have turned that dream into a lifelong vocation. Design is not just my profession—it’s my passion, and I see myself doing it for the rest of my life.
DI: Can you tell us more about your company / design studio?
XT : I work alongside my wife—we’re creative partners in both life and work.
DI: What is "design" for you?
XT : Design, for me, is not just work—it is how I live.
DI: What kinds of works do you like designing most?
XT : Design with the power to solve problems.
DI: What is your most favorite design, could you please tell more about it?
XT : I believe in simple design—one that doesn't shout, but gently eases the mind and comforts the heart.
DI: What was the first thing you designed for a company?
XT : My business card
DI: What is your favorite material / platform / technology?
XT : Paper stock
DI: When do you feel the most creative?
XT : Each morning, as I listen to the birds sing
DI: Which aspects of a design do you focus more during designing?
XT : How design connects with the depths of the human heart
DI: What kind of emotions do you feel when you design?
XT : The joy of creation
DI: What kind of emotions do you feel when your designs are realized?
XT : All is as it should be, and the heart remains at peace.
DI: What makes a design successful?
XT : Patience in abundance
DI: When judging a design as good or bad, which aspects do you consider first?
XT : At its core, should design reflect the essence of things?
DI: From your point of view, what are the responsibilities of a designer for society and environment?
XT : Through design, culture and art become part of everyday life—a gentle reminder of beauty and meaning.
DI: How do you think the "design field" is evolving? What is the future of design?
XT : The future of design lies in clarity—in simplifying complexity and making information effortlessly understood.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
XT : The exhibition was held at the National Museum of China in Beijing, and the next one is currently in the planning stage.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
XT : I draw my design inspiration from life itself. I often find clarity while hiking in nature. Whether it's the colors of a morning market, the pages of a book, the mood of a film, or a quiet conversation—each moment offers creative sparks.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
XT : Over the years, time has refined my perspective. My design style is clean, intentional, and quietly powerful—I believe that good design doesn't need excess. What sets my work apart is its ability to touch the viewer emotionally. I always aim to capture just one clear idea, and let it speak for itself.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
XT : I live in Chongqing, China—an extraordinary city with a unique spirit. Naturally, my country’s rich cultural heritage deeply influences my design work. Living in China as a designer offers rich cultural inspiration and a fast-moving, experimental environment. The challenge lies in balancing artistic depth with commercial demands in a highly competitive market.
DI: Can you talk a little about your design process?
XT : My process begins with paper sketches, followed by digital refinement.
DI: Can you describe a day in your life?
XT : I take time to walk outside, listen to nature, then return to work or move my body through exercise.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
XT : Maintaining a steady routine and staying active allow me to feel at ease in my work. I try to slow down and truly feel the pace of life.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
XT : As a designer, I’m logical, detail-oriented, and skilled at turning ideas into visuals. My weakness is that I sometimes get too absorbed in the details.
DI: What is your "golden rule" in design?
XT : Less is more.
DI: What skills are most important for a designer?
XT : The ability to observe and perceive
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
XT : Photoshop, Illustrator, InDesign
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
XT : I plan my day with focus blocks and give myself room to pause. Good design takes time, but clarity and rhythm help me stay productive without burning out.
DI: How long does it take to design an object from beginning to end?
XT : The schedule is flexible.
DI: What is the most frequently asked question to you, as a designer?
XT : How do we define taste?
DI: What was your most important job experience?
XT : Collaborating with the team to drive a major project forward.
DI: Who are some of your clients?
XT : Publishing House，Publishing Group，Book Publishing Company
DI: What type of design work do you enjoy the most and why?
XT : I enjoy projects that involve storytelling and emotional connection—like book design or cultural branding. They allow me to go deeper and create work with meaning.
DI: What are your future plans? What is next for you?
XT : My plan is to keep creating meaningful work—especially projects that connect design with cultural storytelling. I'm also preparing for some international collaborations in the near future.
DI: Do you work as a team, or do you develop your designs yourself?
XT : My wife and I work together on design projects.
DI: How can people contact you?
XT : Email: xtangs@foxmail.com Xiaohongshu: xtangs