Interview with USEE Advertising Company
In recent years, we've talked far too much about high technology. Technology makes our lives more efficient and convenient, but it lacks emotional connection, which seems to be a problem that…
Designer of the Day Interview
19 May 2026
I studied Commercial Design in university, and after graduation, I started working in the design industry and have continued ever since. It has been around 22 years now. Over the years, I have worked on projects across many different fields, including restaurants and hospitality, auction businesses, public institutions, and art exhibitions, though most of my work has been focused on the technology industry.
I do not limit myself to one specific design style, because I believe designers should be familiar with different visual languages in order to respond appropriately to different kinds of projects. If I had to describe the style I am most comfortable with, it would probably be clean, minimal, and structured.
As for signature works, my perspective has changed over time. I feel that projects which once represented me no longer fully reflect who I am today, so I no longer think a single project could ever fully represent me.
And honestly, the reason I have stayed in design for so many years is very simple: time passes incredibly fast when I am designing. Before I realize it, the workday is already over. (Laughs)
I do not limit myself to one specific design style, because I believe designers should be familiar with different visual languages in order to respond appropriately to different kinds of projects. If I had to describe the style I am most comfortable with, it would probably be clean, minimal, and structured.
As for signature works, my perspective has changed over time. I feel that projects which once represented me no longer fully reflect who I am today, so I no longer think a single project could ever fully represent me.
And honestly, the reason I have stayed in design for so many years is very simple: time passes incredibly fast when I am designing. Before I realize it, the workday is already over. (Laughs)
When I was young, my mother sent me to many different after-school classes, including dance, piano, painting, mental math, writing, and computer classes. Except for anything related to mathematics, I enjoyed most of them.
Later, encouraged by compliments from my art teachers, I slowly realized that I might actually be good at creativity and drawing, so I naturally started moving in that direction. When it came time to choose my university major, I felt that fine art, while fascinating, might be difficult to make a living from, so I chose Commercial Design, which felt closer to everyday life and communication with the public.
What attracts me most about design is that it never feels repetitive. Every project brings different ways of thinking, different interpretations, and different solutions, and I still find that very interesting.
Later, encouraged by compliments from my art teachers, I slowly realized that I might actually be good at creativity and drawing, so I naturally started moving in that direction. When it came time to choose my university major, I felt that fine art, while fascinating, might be difficult to make a living from, so I chose Commercial Design, which felt closer to everyday life and communication with the public.
What attracts me most about design is that it never feels repetitive. Every project brings different ways of thinking, different interpretations, and different solutions, and I still find that very interesting.
I believe the core of design is communication.
Not only communication between designers, clients, planners, and audiences, but also communication between brands and consumers, governments and citizens, and creators and viewers.
Before starting a project, I usually begin by asking questions such as: Why does this project need to exist? What should it communicate? What problem should it solve? Through these questions, I look for creative solutions and visual directions before actually developing the design itself.
Visually, I usually collect design inspirations related to the project direction first, then extract useful elements from them and gradually develop a visual language that matches the project’s values and goals.
Not only communication between designers, clients, planners, and audiences, but also communication between brands and consumers, governments and citizens, and creators and viewers.
Before starting a project, I usually begin by asking questions such as: Why does this project need to exist? What should it communicate? What problem should it solve? Through these questions, I look for creative solutions and visual directions before actually developing the design itself.
Visually, I usually collect design inspirations related to the project direction first, then extract useful elements from them and gradually develop a visual language that matches the project’s values and goals.
The entire design process, from the first idea to the final result, feels strangely addictive to me.
The most exciting moment is probably when I create something that I am truly satisfied with. That feeling is incredibly rewarding. Of course, the most painful part is when a design gets revised into complete chaos by clients. (Laughs)
The most exciting moment is probably when I create something that I am truly satisfied with. That feeling is incredibly rewarding. Of course, the most painful part is when a design gets revised into complete chaos by clients. (Laughs)
I am the type of person who constantly asks “why,” and I think that helps a lot in design. It helps me clarify directions, discover more unexpected perspectives, and create designs that are more convincing and meaningful.
I also enjoy participating in activities unrelated to design and exposing myself to different worlds, people, and perspectives. I especially enjoy reading and traveling. I would not say these things directly shaped my design in a dramatic way, but they naturally accumulate and become part of how I think.
I also enjoy participating in activities unrelated to design and exposing myself to different worlds, people, and perspectives. I especially enjoy reading and traveling. I would not say these things directly shaped my design in a dramatic way, but they naturally accumulate and become part of how I think.
I do not have a very specific idea of what kind of designer I want to become. I prefer to let things develop naturally. I believe that if I keep doing each project sincerely, my own path will naturally take shape over time.
As for a dream project, maybe I will dare to dream bigger when I become the client someday. (Laughs)
As for a dream project, maybe I will dare to dream bigger when I become the client someday. (Laughs)
From my own experience, I think young designers should observe good design more often, ask “why” more frequently, and discuss their ideas with others.
If there is something you do not understand, ask experienced people directly instead of isolating yourself and trying to figure everything out alone. At the same time, it is important to expand your perspective and slowly accumulate experiences and observations. Eventually, you will naturally find your own direction.
If there is something you do not understand, ask experienced people directly instead of isolating yourself and trying to figure everything out alone. At the same time, it is important to expand your perspective and slowly accumulate experiences and observations. Eventually, you will naturally find your own direction.
I think success can have many different meanings.
Since success looks different for everyone, I do not think there is one universal piece of advice that applies to all designers. But if I had to say one thing, it would probably be: try to enjoy the process of design as much as possible.
Since success looks different for everyone, I do not think there is one universal piece of advice that applies to all designers. But if I had to say one thing, it would probably be: try to enjoy the process of design as much as possible.
I usually start my mornings with a latte. My working hours are roughly from 9:30 a.m. to 6:00 p.m.
After that, I focus on finishing the day’s work and enjoying life after work. I think the most interesting part of daily life is finding small ways to make each day feel a little different from the one before.
After that, I focus on finishing the day’s work and enjoying life after work. I think the most interesting part of daily life is finding small ways to make each day feel a little different from the one before.
Of course, it is important to stay aware of design trends because they are closely connected to what is happening in society.
I browse platforms such as Behance, Pinterest, exhibitions, and social media whenever I have time. However, compared to simply following visual trends, I pay closer attention to social shifts and cultural changes happening beyond the design world itself. Some designs require topical relevance, some require understanding industry conditions, and others require awareness of materials and real-world applications.
I believe design should follow the goals of the project itself. Especially today, when niche cultures are becoming increasingly influential, trends can vary greatly between different groups of people.
I browse platforms such as Behance, Pinterest, exhibitions, and social media whenever I have time. However, compared to simply following visual trends, I pay closer attention to social shifts and cultural changes happening beyond the design world itself. Some designs require topical relevance, some require understanding industry conditions, and others require awareness of materials and real-world applications.
I believe design should follow the goals of the project itself. Especially today, when niche cultures are becoming increasingly influential, trends can vary greatly between different groups of people.
For graphic design, I think it is difficult to define “good” or “bad” design with absolute standards.
What I care about more is the sense of completion and whether the design accurately communicates the atmosphere, information, and ideas it is supposed to deliver. I also pay close attention to visual balance and overall consistency.
What I care about more is the sense of completion and whether the design accurately communicates the atmosphere, information, and ideas it is supposed to deliver. I also pay close attention to visual balance and overall consistency.
Usually, it is the moment when I feel the design has become complete enough.
That sense of “completeness” is difficult to measure with a formula or checklist. I think it is more like an intuition built through years of experience.
That sense of “completeness” is difficult to measure with a formula or checklist. I think it is more like an intuition built through years of experience.
The project that stands out most to me recently is probably the award-winning calendar design.
My company gave me a great deal of creative freedom, which allowed me to fully develop the project according to my own ideas and create the final result I truly envisioned. To me, it felt closer to creating an artwork than simply delivering a commercial project.
My company gave me a great deal of creative freedom, which allowed me to fully develop the project according to my own ideas and create the final result I truly envisioned. To me, it felt closer to creating an artwork than simply delivering a commercial project.
At this stage, I do not have one particular designer that I admire most.
What matters more to me is whether a work resonates with me personally.
What matters more to me is whether a work resonates with me personally.
Taiwanese culture has definitely influenced me deeply, but I also hope not to live only within the boundaries of Taiwan, which is why I love traveling and reading.
I am especially drawn to cities with a slower rhythm and a strong sense of history and culture, which is why I love places such as Iceland, Barcelona, Budapest, and the South of France.
I think I am a little like a sponge. I enjoy absorbing fragments of different cultures, perspectives, and ways of living.
I am especially drawn to cities with a slower rhythm and a strong sense of history and culture, which is why I love places such as Iceland, Barcelona, Budapest, and the South of France.
I think I am a little like a sponge. I enjoy absorbing fragments of different cultures, perspectives, and ways of living.
In Taiwan, although design and aesthetics are gradually receiving more attention, most people still care primarily about price and cost-performance value.
Because of that, I always hope to meet clients who genuinely respect design. In this kind of environment, communication skills within a design team become extremely important.
I do not think business and design necessarily have to compromise with each other. In many cases, they can actually strengthen one another.
Because of that, I always hope to meet clients who genuinely respect design. In this kind of environment, communication skills within a design team become extremely important.
I do not think business and design necessarily have to compromise with each other. In many cases, they can actually strengthen one another.
I do not think every person must carry some grand responsibility toward society just because they are alive.
If you genuinely want to contribute, then do it. If you are simply trying to make a living, I do not think there is anything shameful about that either.
That said, I do care a lot about children’s aesthetic education. I think children are more open to influence and imagination than adults. I hope they can grow up being able to think creatively and maintain a sense of aesthetics no matter what kind of environment they are in.
If you genuinely want to contribute, then do it. If you are simply trying to make a living, I do not think there is anything shameful about that either.
That said, I do care a lot about children’s aesthetic education. I think children are more open to influence and imagination than adults. I hope they can grow up being able to think creatively and maintain a sense of aesthetics no matter what kind of environment they are in.
Receiving recognition from the judges and winning this award was, of course, something I felt very happy and grateful for.
Beyond the recognition itself, I also hope more people can see our work and ideas. I am really looking forward to visiting the exhibition, seeing other award-winning projects in person, and meeting designers from different places around the world.
Beyond the recognition itself, I also hope more people can see our work and ideas. I am really looking forward to visiting the exhibition, seeing other award-winning projects in person, and meeting designers from different places around the world.
Designer Interview
22 May 2026
When I was young, my mother encouraged me to attend many different kinds of extracurricular classes, such as dance, piano, painting, mental math, writing, and computer studies. Other than subjects related to mathematics, I enjoyed most of them quite a lot.
Later, with encouragement and praise from my art teachers, I gradually realized that I might have a talent for creativity and visual expression, so I naturally started moving in that direction. When it came time to choose a university major, I was actually very attracted to fine art, but I also considered reality and practicality. Commercial design felt closer to people’s everyday lives and more applicable to the real world, so I eventually chose design as my path.
What attracts me most about design is that it never feels too repetitive or boring. Every project comes with different ways of thinking, different interpretations, and different solutions. That constant process of re-understanding the world and communicating with different audiences still feels fascinating to me today.
Later, with encouragement and praise from my art teachers, I gradually realized that I might have a talent for creativity and visual expression, so I naturally started moving in that direction. When it came time to choose a university major, I was actually very attracted to fine art, but I also considered reality and practicality. Commercial design felt closer to people’s everyday lives and more applicable to the real world, so I eventually chose design as my path.
What attracts me most about design is that it never feels too repetitive or boring. Every project comes with different ways of thinking, different interpretations, and different solutions. That constant process of re-understanding the world and communicating with different audiences still feels fascinating to me today.
We are a design company based in Taiwan. Because Taiwan has a very strong high-tech industry, we have long specialized in branding and communication for technology-related industries.
I think this is both challenging and interesting. The high-tech industry itself is extremely rational and technology-driven, while our role is to create communication that can be felt, understood, and remembered. In a way, we are trying to inject emotion into technology.
I am not particularly attached to having one fixed design style, because style should change depending on the industry, brand, and audience. More than visual form itself, I care about whether we can truly help Taiwan’s high-tech industries improve the way they communicate and present themselves aesthetically.
I think this is both challenging and interesting. The high-tech industry itself is extremely rational and technology-driven, while our role is to create communication that can be felt, understood, and remembered. In a way, we are trying to inject emotion into technology.
I am not particularly attached to having one fixed design style, because style should change depending on the industry, brand, and audience. More than visual form itself, I care about whether we can truly help Taiwan’s high-tech industries improve the way they communicate and present themselves aesthetically.
For me, design is about finding the best way to solve different kinds of problems. And the “best way” is not only about aesthetics. It also includes the entire experience of solving the problem: communication, emotions, process, and whether the final result is truly understood and accepted. To me, design is not simply about making things look beautiful. It is a way of integrating thought and emotion.
If “creative freedom” can be considered a category, then that would probably be my favorite. Of course, commercial design always comes with limitations and conditions, but I actually think finding new possibilities within those limitations is part of the fun.
I love Florentijn Hofman’s work, Rubber Duck.
He created giant yellow duck installations in cities around the world, and what surprised me most was how the work could completely change the mood and atmosphere of a city. A familiar and sometimes emotionally distant urban space could suddenly become softer, happier, and more human because of this huge and humorous object. It even encouraged interaction between strangers. I think that is something very incredible. It also made me rethink the role of design and art. Sometimes they are not just objects to be viewed, but something that changes the relationship between people and space, and between people themselves.
He created giant yellow duck installations in cities around the world, and what surprised me most was how the work could completely change the mood and atmosphere of a city. A familiar and sometimes emotionally distant urban space could suddenly become softer, happier, and more human because of this huge and humorous object. It even encouraged interaction between strangers. I think that is something very incredible. It also made me rethink the role of design and art. Sometimes they are not just objects to be viewed, but something that changes the relationship between people and space, and between people themselves.
Honestly, I can barely remember. But I clearly remember that when I first entered the industry, every day felt like opening a new world. I was constantly learning, not only about design itself, but also about printing, communication, and understanding different industries and clients. That feeling of continuously absorbing new things made me feel excited and fulfilled. Looking back now, the work I created at that time may have been immature, but I still remember the feeling of my worldview constantly expanding.
I do not have a specific favorite material, platform, or technology. For me, the most important thing is not the medium itself, but whether it can appropriately communicate the idea and effect I want to express. As long as it helps complete the concept and presentation of a work, whether it is traditional materials, digital tools, emerging technologies, or cross-media integration, I can enjoy all of them.
When I am on a long vacation. (Laughs)
First, you need to fully understand the problem, the audience, the context, and the communication purpose. Those early stages of thinking determine the direction and accuracy of the final result. Once the direction becomes clearer, execution is necessary to test, adjust, and move things forward. For me, good design is gradually shaped through the constant movement between thinking and making.
Different projects and different stages of a project bring very different emotions. This reminds me of our award-winning work, “Time Slide.” The sense of time, transition, and movement in the project reflects my emotional state during the design process. Design is rarely a straight line. It feels more like sliding through different layers of time and emotion until an idea slowly takes shape.
A strong sense of fulfillment.
For me, successful design is not only about looking good. It is about provoking thought and emotionally touching people. I think the true power of design lies in its ability to create connection.
I first try to understand the purpose of the design and whether the final result truly aligns with that purpose. To me, the most important thing is not simply whether something looks visually attractive, but whether it successfully communicates what it intended to communicate. When concept, communication, and execution are aligned, I consider it mature design. Only after that do I look at details, aesthetics, and execution quality.
I think everyone shares responsibility toward society and the environment. As designers, we simply approach those responsibilities through design thinking. Responsibility does not always have to be expressed through grand statements. Sometimes it is simply about being willing to think one step further in every decision and communication.
Maybe you should ask AI. (Laughs)
A' Design Award Exhibition was my first exhibition experience. I hope it will become a beautiful experience for me.
I think the most important thing is continuous observation and reading.
A lot of inspiration does not necessarily come directly from design itself. It comes from life, cities, human interaction, and subtle emotions or experiences. When you continue observing the world over time, many things naturally accumulate within you. Creativity feels less like sudden inspiration and more like a natural response formed through long-term absorption and observation.
A lot of inspiration does not necessarily come directly from design itself. It comes from life, cities, human interaction, and subtle emotions or experiences. When you continue observing the world over time, many things naturally accumulate within you. Creativity feels less like sudden inspiration and more like a natural response formed through long-term absorption and observation.
It is actually difficult for me to clearly define my own style. I feel that my design style and methods have gradually become internalized as part of who I am. Rather than intentionally pursuing one fixed visual style, I prefer finding the most appropriate form of expression for different industries, content, and audiences. If I had to describe it, I would say I care about balancing rationality and emotion, combining clear logic with warmth and feeling.
I live in Taiwan, a warm and vibrant place. However, from the perspective of the design industry, Asian societies generally do not always value design expertise as strongly as many Western countries do. Design is often treated as the final layer of packaging rather than a core value. But in some ways, that challenge is also interesting. It constantly pushes designers to communicate the true value of design and how it affects branding, communication, and human emotion. At the same time, Taiwan’s highly developed technology industry allows us to engage with very advanced, fast-paced, and rational industries, which has deeply influenced my design thinking.
In the high-tech industry, there are usually very strict and standardized procurement processes. Some collaborations are decided through pitching, some through pricing, and others through design capability and experience. Every company and every project works differently.
What we can do is continuously communicate, understand, and adjust. Design is often not just about creating visuals, but about helping different perspectives slowly reach common ground. In a way, design work feels like a long-term communication process. Communicating, communicating, and communicating again… until both sides gradually move closer, and then hoping the project can finally be completed smoothly. (Laughs)
What we can do is continuously communicate, understand, and adjust. Design is often not just about creating visuals, but about helping different perspectives slowly reach common ground. In a way, design work feels like a long-term communication process. Communicating, communicating, and communicating again… until both sides gradually move closer, and then hoping the project can finally be completed smoothly. (Laughs)
Of course, choosing a designer who has won an A' Design Award would be an excellent choice. (Laughs) A good collaboration should be built on mutual understanding and trust, not just one-sided execution. Many truly valuable designs come from long-term discussion and refinement between both sides.
That might be considered a business secret. (Laughs) But generally speaking, I think every project requires a different process because every problem requires a different solution.
Rather than famous design objects, I prefer objects filled with memories. For example, ceramic works made by my child or small things that have accompanied me for many years. They may not be perfect designs, but because they carry emotions and time, they become more meaningful to me.
Go to work, maybe have a coffee. After work, maybe have a drink.
Please continue observing the world and slowly build your own depth.
I genuinely enjoy being a designer. So far, I still cannot clearly find any disadvantages. Hopefully I never will. (Laughs) Although design work comes with pressure and challenges, it also constantly exposes me to new things, new people, and new perspectives. I think that is something very fortunate.
I think one of the most fascinating things about design is that there is no real golden rule.
I think designers need a very wide range of abilities. Problem-solving, communication skills, aesthetic sensitivity, personal depth, and observation are only a few examples.
But I also want to say that designers are not magicians. (Laughs)
But I also want to say that designers are not magicians. (Laughs)
I use many different tools and software, such as Adobe Creative Cloud and Rhino. But for me, the most important tools are actually observation, reading, and thinking. No matter how advanced the tools are, people still decide how to use them.
The company usually gives me deadlines, and the detailed schedule in between mostly depends on my mood. (Laughs)
Seriously, I think design cannot always be measured purely by efficiency. Some things need time to settle, and some ideas require space and transition.
Seriously, I think design cannot always be measured purely by efficiency. Some things need time to settle, and some ideas require space and transition.
It is difficult to give a standard answer. Every project differs in complexity, communication processes, and client collaboration, so the timeline can vary greatly.
“Are you married?”
For some reason, I hear that question more often than design-related ones. (Laughs)
For some reason, I hear that question more often than design-related ones. (Laughs)
My experience working in Taipei had a huge impact on me. At that time, workdays and nights blended together. The pace was extremely fast and the standards were very high. Honestly, it was painful at times, but that high-pressure environment also pushed me to improve very quickly. Looking back now, many of my abilities and ways of thinking were shaped during that period.
Our clients mainly come from the high-tech and financial industries. These industries have very different communication languages and branding needs, which makes the work both challenging and interesting.
Honestly, I enjoy all kinds of design work. Different types of projects come with different problems and challenges, and that is exactly what makes design interesting. Every project requires new ways of thinking and understanding. I think that constant change keeps things fresh.
I do not have any plans. I will see where time takes me.
Sometimes I work independently, sometimes collaboratively, and sometimes… I choose not to work at all. (Laughs)
I usually do not feel ready to share unfinished works.
People can contact me through our website: www.u-see.com.tw. Feel free to leave a message.
No more. I am already tired after answering 39 questions. (Laughs)
Interview about Time Slide Desk Calendar Grand Interview