Interview with Sparkly Identity Design

My father, he is a craftsman of traditional orient woodcarving. He used to ask us to help him with simple crafting jobs. I suppose that being a kid raised in such an environment helps me shape my interests and passion toward design and painting, further influencing me in terms of my career.

I’m just like anyone else, there is actually nothing particular. I wake up in the morning with my own kids and send them to school, and then I go to the office. I am also the kind of person who values the quality of life, so I usually let my staff leave the office on time. Sometimes, I enjoy watching movies during holidays. I used to watch academic films, but I now also need to watch cartoons and superhero movies with my kids. Also, I often go to the traditional market and supermarket for my daily supplies, and I like to feel the people and get close to the world in where we are. It actually helps me to be able to foresee and understand the variance in the markets.

At first, my client was only limited to the certain groups, I liked to choose certain groups with characteristics that were similar to mine. In the past, I could not tell if my designs were good, I was only following my instincts. Afterwards, as I accumulated more and more experiences as well as clients, I also received a lot of feedback. From this, I was able to keep myself sharp.
To me, a good design may have different standards in different times, ages, groups or markets. Any design that can meet the demands and expectations of the market is a good design. Of course, it will be even better if this design can cross the gaps among culture, region and market.

To me, design is a sort of thinking and a representation of progress. I hope to simplify complex visual communication through design, and present the easy and interesting side of this idea to the public.
I would say that my design is in between sense and sensibility. I leave my sensibility to transmit essences of a commodity and bring out the desires inside a consumer. On the other hand, I also leave my sense to gain insight into the market and put the brand in the right position.

Actually, there is none. From my experience, there are always different hurdles to overcome during different phases. I have been a designer since I was eighteen, so I always push myself to change my thoughts in order to cope with the huge changes in the market that occur every year or two years.

Generally, I think our designs activate the market economy, even producing job opportunities. For me, design is more than a job. Based on this idea, I believe what I create makes me who I am including my education, my profile, my thoughts, my styles and my personality. Design shows how I translate the world.

Of course, like most artists, my creative inspiration also comes from my life experience. I used to do a lot of part-time jobs, say, newspaper delivery boy, waiter, operator, sanitary worker, farmer, porter and so on. All of these work experiences became nutrients for me, making me more flexible when I think about a design. Also, these made me have more empathy toward the consumers, I will consider things like, if I were a customer who wants to use the design, what exactly would I prefer? I extend this thought to all my creations, whether it is a commercial design or package design. This sort of thought pattern truly helps me understand what my customers really want and it is very effective. So, the sources of my inspiration allow me to meet the demands of my customers. This becomes a positive cycle, bestowing on me the ideas as well as energy needed to bring the designs in my head to reality.