Interviews med Hajime Tsushima

After graduating from the Department of Craft and Industrial Design at the National Okayama Polytechnic College, I worked as a product designer at an environmental facility manufacturer. Later, I established the Tsushima Design independently. Currently, I serve as the representative of Tsushima Design while teaching graphic design as an associate professor in the Department of Design at Osaka University of Arts.

My dream since I was a child was to become a designer or an artist. I have loved drawing ever since I was young and always wanted to make a career out of my art.

Of course, it was my own choice. I became a designer driven by my strong passion.

I design graphic design in general, including branding, corporate identity (CI), package design, web design, and editorial design.

It’s important to keep putting in constant effort. The key is to never give up and to keep pursuing things relentlessly.

A good designer can create beautiful and functional designs, but a great designer sees the essence of the problem and provides solutions through design. They also go beyond existing constraints and limitations, proposing new perspectives and approaches.

ey elements of good design include clarity of purpose, aesthetic balance, and uniqueness with creativity. Methods for evaluation involve assessing how effectively the design achieves its stated objectives and innovation. Additionally, it considers whether the design remains appealing and functional over time and whether it positively impacts society and the environment.

Good design improves usability, enhances brand value, evokes emotions, and creates new value. It also contributes to problem-solving and sustainability. Investing in good design strengthens competitiveness, ensures long-term success, and positively influences society and culture.

If I had the time, I would design posters. I would create posters on various themes and challenge myself by participating in exhibitions and competitions held around the world.

I would love to have my own solo exhibition someday.

Deeply understanding the user’s feelings and constantly seeking new perspectives are key. Creating something that resonates with people’s hearts is essential.

I draw inspiration from Edo-period ink paintings and ukiyo-e, with famous artists like Katsushika Hokusai and Ito Jakuchu being key influences.

I like traditional Japanese art.

It's like Ukiyo-e.

This "Life" poster is my signature work. It won the Grand Prix at the China International Poster Biennale, along with top awards at numerous international competitions. It was created with typography completed in multiple lines, with careful attention to detail in every aspect of the design.

believe it’s important to constantly observe various things and stay alert to gather information. Also, it’s essential to never give up and pursue things until the end.I also believe that the accumulation of daily effort is crucial.

I haven't thought much about it

I believe that design is life.

It's my family.

I was good at the graphics department and loved making posters.

I never thought of design as a wall, but rather as growth.

I think the most important thing is to pursue your own originality.

In the future, I'm thinking of opening my own exhibition.

Humanity may have transcended physical existence and merged with technology and AI.

I wanted to be an artist and a designer since I was a child. I loved drawing and was good at it.

Tsushima Design was established in 1995. It is located in Hiroshima City, Hiroshima Prefecture, in Japan. Hiroshima City is widely known as the first place in the world where an atomic bomb was dropped. My company specializes in design work for various advertising materials, including branding, corporate identity (CI), packaging design, editorial design, and web design.

Design is not just a job or skill for me; it is my very life. The insights and emotions I gain from my daily experiences are expressed through design. It is a dialogue with the world and a means of building connections with people. My designs aim to resonate with people's hearts and enrich their daily lives, even just a little. Through design, I convey my values and thoughts, and the ability to contribute to someone's life is my greatest joy.

Designing posters is one of my favorite activities. Posters have the power to create a strong visual impact and convey a message instantly within a limited space. That challenge is incredibly captivating to me.

I love creating designs that resonate with the hearts of those who receive them. I don't have a specific answer to what kind of designs those might be.

The first design I created for my company was its logo. The logo has been revised about three times since then.

I especially love Japanese design. I am captivated by the unique beauty of traditional patterns, materials, and elements inspired by nature. Wafū design often carries deep meaning in its simplicity, and its subtle elegance and quiet strength resonate deeply with me.

I feel most creative when I experience the culture of Japan's Edo period, especially in museums. For example, I am inspired by traditional art forms like ink painting and ukiyo-e woodblock prints.

When designing, I focus primarily on the concept. The concept is the foundation of the design, guiding all visual elements and direction. By understanding the project's goals, message, and target audience, I ensure the design is consistent and communicates effectively. I start by developing a strong concept and then build the details, such as colors, shapes, and layouts, based on it. This is the most important part of my design process.

When designing, I mainly feel excitement and a sense of achievement. The process of turning new ideas into reality is always stimulating, and I experience a special joy when unexpected results emerge. Ultimately, I take great pleasure in knowing that the client is satisfied with the final outcome.

When my designs are realized, I feel a sense of achievement. Especially when the initial idea takes shape and works in practice, I feel a great sense of fulfillment. The greatest satisfaction comes when the client is happy. I take great joy in knowing that my design has met the client's expectations and helped achieve their goals.

I think the most important thing for a design to be successful is that it connects with people's hearts. When a design resonates emotionally, it leaves a lasting impact and clearly communicates the message.

I believe the most important aspect when judging a design is the concept, followed by the layout. The concept defines the core message and purpose of the design, while the layout ensures that this message is communicated clearly and effectively.

As a designer, I believe it is important to have responsibility towards society and the environment. Since design directly impacts people's lives, it is necessary to consider social issues and approach design ethically. It is also important to choose sustainable materials and methods to reduce waste. Choosing environmentally friendly design is essential for protecting the planet. Designers should create designs that not only focus on beauty and functionality but also take society and the environment into consideration.

Design is becoming more digital, and ordinary people are becoming more involved in design. As a result, I believe design will continue to spread throughout society and impact more people's lives.

I haven’t held a personal exhibition. However, my work was displayed in Osaka, Japan, in December 2024. I would love to have my own exhibition someday.

As I mentioned when answering the question about when I feel most creative, I draw inspiration from ukiyo-e and ink paintings from the Edo period.

"My design style is simple and refined, focusing on clear visual communication. I draw inspiration from nature and culture, and I value the balance between form and function. The reason I explore this style is because I want to create designs that are both visually appealing and meaningful. In my approach to design, I focus on understanding the purpose and creating something that resonates with the audience."

I live in Hiroshima City, Hiroshima Prefecture. Hiroshima is a historically significant place, and its cultural heritage has influenced my designs. For example, I draw inspiration from the Atomic Bomb Dome, which symbolizes peace, and from Hiroshima's traditional crafts. Additionally, Hiroshima is rich in nature, and the landscapes and changes in the seasons are reflected in my designs.

The advantage of living in Hiroshima is that being close to peace, history, and nature makes it easier to come up with ideas that add depth to my designs.

I first conduct a thorough hearing with the company to understand their needs, and then I propose a design. For example, with package design, I not only provide rough sketches and proposals but also create physical samples to present. This way, I can offer a more concrete and understandable proposal.

To work effectively with a designer, clear communication is key. It's important to convey the goals and objectives of the design and ensure both parties share the same expectations. Additionally, when selecting a good designer, it's essential to review their past work and portfolio to evaluate their capabilities. Specifically, it’s best to avoid designers who only present one proposal. By receiving multiple suggestions, you can gain more flexibility and a wider range of options.

My design process starts with brainstorming and research happening simultaneously. First, I gather the necessary information while developing ideas and determining the direction. Then, I move on to sketching and finally proceed with the actual design creation. This process helps bring the design to life.

My five favorite design items at home are two Herman Miller chairs, my Mac, a road bike, and my glasses. Each of these items stands out for their excellent design and functionality, making them not only useful but also visually appealing.

wake up in the morning and start my day by cycling about 70 km on my road bike. After that, I drink some coffee and begin work.

My advice to young designers is to never give up. The path of design is not always easy, and you will face challenges and obstacles, but it’s important to keep going without giving up. Also, always maintain a strong desire to improve. Continuously learning and growing will lead to better designs. Don't limit yourself, and always be open to new ideas and techniques. This mindset is key to success.

One of the positive aspects of being a designer is the opportunity to have a broad perspective. By being involved in various projects and engaging with different industries and cultures, your worldview naturally expands, and you gain a wealth of knowledge and experience. The ability to acquire new ideas and perspectives is a major attraction of being a designer.

As for the negatives, I don't really feel any.

My 'golden rule' in design is based on the golden ratio and Japan's unique silver ratio. I believe that these proportions help create balanced and harmonious designs that are both aesthetically pleasing and functional.

I believe creativity is the most important skill for a designer.

I use a Mac and a tablet for my design work. The main software I use are Illustrator and Photoshop, along with 3D software. I also refer to books and other resources for inspiration.

I make an effort to enjoy the process of designing, so it feels less like a time-consuming task.

The time required depends on the project's scope and complexity. I also dedicate extra time when necessary to enhance the quality.

The question I get asked most often is how I generate ideas for my designs.

Winning the Grand Prix at the China International Poster Biennale was a significant milestone for me. Two years later, I was honored to be invited to China as a jury member to evaluate poster designs.

I work with clients from local businesses in Hiroshima City to companies nationwide in Japan, spanning a

range of industries.

I find poster design the most enjoyable because it has a shorter timeline to completion compared to other types of design work.

I don't have concrete plans for the future, but I believe that by enjoying my work each day, it will naturally lead to positive opportunities ahead.

For projects such as packaging, logos, and branding, I work closely with my team. However, when it comes to poster design, I mostly handle it on my own.

I have several ongoing design projects, but I’m not able to talk about them at the moment.

I can only speak Japanese, so the best way to contact me is via email. This way, I can use a translation tool to translate messages into English.

There's nothing in particular I'd like to add.