Interview with Xu Tang

I chose to become a designer because it felt like a natural extension of how I see and interact with the world. From a young age, I was drawn to observing details, creating visual stories, and exploring the connections between culture and form.

What truly drives me is the belief that good design can quietly improve lives—it’s not just about aesthetics, but about empathy, clarity, and meaningful connection. No single person pushed me into this path; it was an internal desire to contribute something valuable through design that motivated me.

I focus on clarity, emotion, and simplicity in all my designs.
My work centers on connecting culture and story through visuals.

I start with hand sketches, then use digital tools like Adobe and 3D software for refinement.
Depending on the project, I may build physical models, but mostly rely on digital design.

For new projects, I listen carefully, research, sketch, and gradually develop the concept before finalizing digitally.

Besides design skills, qualities like patience, curiosity, and empathy have shaped me as a designer.
Patience allows me to refine ideas slowly; curiosity drives me to explore culture and meaning deeply; empathy helps me understand people’s needs and emotions.

These soft skills are essential because design isn’t just about visuals—it’s about connection and communication.

My biggest influence has been my life experiences and those close to me—especially my wife, who constantly supports and inspires me.

My design journey has been one of continuous learning—starting from formal education, moving through years of hands-on work, and always evolving with each project.

My growth as a designer has been gradual and layered. It began with a solid education at Sichuan Fine Arts Institute, followed by years of hands-on work in publishing and cultural projects. Along the way, I’ve learned to blend tradition with innovation, and to listen deeply to both the past and present.

Looking ahead, I want to become a designer who bridges cultures and time—someone whose work quietly influences and inspires across generations.

My next projects will continue to explore Chinese cultural heritage through modern design language.

I also have dream projects—deep, slow explorations of visual culture that require time and resources I haven’t yet fully gathered. These include books and exhibitions that bring ancient stories into today’s world with fresh eyes.

Ultimately, I want to be remembered as a designer who cared deeply, worked patiently, and created with meaning.

My advice to young designers is simple: be patient and stay curious. Success doesn’t come overnight—it’s built through consistent effort and a willingness to learn from every experience, including failures.

Early in my career, I faced doubts and pressures to conform to trends, but I learned to trust my own voice and values.

The best advice I received was from mentors who emphasized the importance of deep observation and listening—not just to clients, but to life itself.

To grow, I constantly read, practice, and surround myself with thoughtful people. Developing as a designer is a lifelong journey, and humility is key.

Success in design, art, or architecture comes from a balance of discipline, curiosity, and authenticity.
My advice to professionals at any stage is to focus on understanding the core problem deeply before jumping into solutions. Avoid chasing trends blindly—trends are fleeting, but good design is timeless.

One common mistake is trying to please everyone, which dilutes your voice. Instead, develop a clear point of view and let it guide your work.

Always be open to learning—through reading, observing, collaborating, and even making mistakes. There’s no shortcut to mastery, but steady, thoughtful practice is key.

For those entering the field, I suggest cultivating patience and resilience. Design is as much about listening and observing life as it is about creativity. Nurture your sensitivity to the world, and your work will naturally grow in depth.

As a designer, my daily life is filled with creativity. My mornings usually begin with the inspiration sparked by listening to the birdsong in nature. Then I focus on current projects—whether it’s sketching ideas, refining layouts, or collaborating with clients.

On slower days, I like to step away from the screen—taking walks, listening to the sounds of nature and markets, or reading books. This helps refresh my mind. Small joys, like discovering a tiny insect or a perfectly harmonious color, excite me.

These little moments of discovery and reflection fuel my creativity and keep me grounded throughout the day.

I pay attention to current design trends to stay informed, but I don’t let them dictate my work.
For me, it’s more important to develop a personal style that reflects deeper values and cultural roots rather than chasing seasonal trends.

I prefer to create series or projects that have lasting meaning, rather than following fleeting fashions.

When I do look at trends, I observe them as part of a larger cultural context—my inspiration comes from nature, history, and everyday life, not just what's trending online.

Good design is clear, purposeful, and emotionally resonant. It solves real problems while creating a meaningful experience.

When I evaluate a product or project, I ask: Does it communicate its message effortlessly? Does it make people feel something? Does it stand the test of time without relying on gimmicks?

The “aha” moment comes when all elements—form, function, and feeling—align perfectly.

Common mistakes to avoid include overcomplicating, ignoring user needs, and following trends blindly.

For me, good design balances simplicity and depth, serving both function and emotion.

I believe design is never truly “finished”—there’s always room to improve.
However, I consider a design complete when it fully meets its purpose, communicates clearly, and resonates emotionally.

I know it’s time to move on when further changes no longer add value but only complicate the work.
Balancing the pursuit of perfection with practicality is key.

Success comes when the design connects with its audience and stands the test of time—not just when it looks perfect on paper.

One of my proudest projects is the redesign of the Four Great Classical Novels of China.
I wanted to create a design that honored these timeless stories while inviting a fresh perspective—something that bridges tradition and modernity.

The key was the concept of “glimpsing”—designing the book boxes so readers feel like they are peeking into a mysterious, rich world.

It was challenging to balance respect for the classics with innovative presentation, but that tension made the work meaningful.

Currently, I’m excited about new projects that continue to explore cultural heritage through minimalist and thoughtful design.

I admire designers who combine clarity with emotion—like Dieter Rams, whose work is timeless in its simplicity.

If I could speak with a designer from the past, I would choose Mies van der Rohe for his visionary approach to architecture and design.

I believe he, along with others like Paul Rand and Massimo Vignelli, shaped how we understand good design today.

Beyond designers, I’m inspired by artists and architects who deeply connect culture, history, and innovation.

My lifestyle is calm and rooted in nature and culture. I find inspiration in quiet cities with rich history—like Chongqing, where I live. Music often plays softly in the background as I work, helping me focus and feel connected.

My cultural background deeply influences my projects; I aim to reflect and reinterpret Chinese heritage through modern design.

Good design is vital for social progress because it shapes how we communicate, understand each other, and experience the world.

For me, design has brought subtle but positive changes—helping me see everyday life more clearly and connect more deeply with culture and people.

My work culture is centered on collaboration, respect, and patience. I work closely with my wife, who is also my creative partner, and together we create a relaxed yet focused environment.

When choosing collaborators or team members, I look for integrity, open-mindedness, and a shared passion for thoughtful design. Trust and mutual respect are non-negotiable.

Key factors in our work culture include clear communication, flexibility, and a commitment to quality over speed.

My core challenge is balancing creative vision with practical constraints—delivering meaningful design while meeting deadlines and client needs.

As a designer, I see my responsibilities as both creator and listener—translating ideas into visuals that communicate and connect.

A great designer, artist, or architect should have curiosity, discipline, empathy, and the courage to pursue authenticity.

Giving back to the community is an important part of my work as a designer. I’ve participated in several public-interest design projects that aim to raise awareness or improve social wellbeing through thoughtful design.

I believe artists, designers, and architects have a unique responsibility to contribute to humanitarian causes—their creativity can inspire change and provide practical solutions.

I also support young designers by participating in design events, mentoring, and offering opportunities to collaborate. Sharing knowledge and experience helps nurture the next generation of creative voices.

Participating in the A' Design Award has been a rewarding experience for me as a designer.

Firstly, it provides valuable recognition that helps build credibility and opens doors to new opportunities.

Secondly, it pushes me to refine my skills and think more critically about my work, fostering continuous growth.

Thirdly, the award connects me with a global community of creatives, offering inspiration and collaboration possibilities.

Design competitions like this are important because they celebrate innovation and encourage designers to challenge themselves beyond everyday projects.

Being named a 'Designer of Today' is an honor that motivates me to keep pushing boundaries and stay true to my design philosophy.

Design has always been a natural language for me. Even as a child, I loved observing details, arranging things, and imagining new forms. Becoming a designer was never a strategic decision—it was something that grew out of curiosity and instinct.
What keeps me going is the belief that design has the power to connect people, express emotions, and quietly improve the world we live in.

I chose it—it was a quiet but clear decision.

I specialize in book design, cultural publishing, and visual identity rooted in storytelling.
Much of my work explores the relationship between text and image, tradition and modernity.
In the future, I hope to do more cross-cultural projects—designs that bridge different visual languages and help people understand one another better through art and narrative.

Be patient, stay curious, and keep creating.
Focus on depth, not trends.
Great design takes time—and it comes from staying true to yourself.

A good designer solves problems.
A great designer goes further—they create meaning, emotion, and lasting impact.

Good design is clear, thoughtful, and emotionally resonant.
It serves a purpose, but also leaves space for feeling and reflection.

Good design builds trust, tells stories, and creates lasting impressions.
It’s not decoration—it’s communication.
Investing in good design means investing in clarity, meaning, and connection.

I’d design books—for children, for readers, for anyone who still believes in the power of printed stories.
Something quiet, lasting, and full of heart.

A deeply researched design project that explores the visual language of Chinese culture in a contemporary way—
something slow, meaningful, and open to the world.

Patience, focus, and staying true to my voice.
I don’t chase trends—I listen, observe, and design with intention.

I’m inspired by masters who balance clarity and emotion—like Dieter Rams for his logic, and Tadanori Yokoo for his boldness.
Also by artists, writers, and thinkers who create with depth and honesty.

I admire designs that are quiet but powerful—works that don’t try too hard, but stay with you.
Whether it’s a well-designed book cover, a poster, or a piece of packaging, I’m drawn to clarity, restraint, and emotional depth.

One of my most meaningful works is a redesign of the Four Great Classical Novels of China.
It combined traditional literature with a fresh visual concept, using the idea of “glimpsing” to invite readers into the classics.
It felt both personal and cultural—rooted in heritage, yet open to reinterpretation.

Keep observing, keep making, and stay humble.
I improve by walking, reading, talking to people—and paying attention to how things feel, not just how they look.
Good design starts with being fully present in life.

Maybe a writer, a craftsman, or someone working quietly with their hands.
It would still be something creative, slow, and connected to life.

To me, design is a way of seeing—and a way of caring.
It’s how we shape ideas, solve problems, and bring beauty into everyday life.

My biggest supporter is my wife—we work together and understand each other deeply.
Also, friends, mentors, and clients who believed in my work when it was still taking shape.

Time, patience, and staying close to what truly matters.
Also, not being afraid of simplicity—quiet design can be the most powerful.

Doubt—both from others and myself.
Also, the pressure to follow trends instead of building my own voice.
But every challenge helped me grow more certain of my path.

With clarity and intention.
Let the work speak, but also tell the story behind it—why it exists, and what it means.

I'm working on a new book project that explores traditional Chinese culture through a contemporary lens.
You can expect more works that blend history, emotion, and quiet visual power.

To create work that lasts—quiet, thoughtful design that touches people and stands the test of time.

Consistency, clarity, and a sense of integrity.
They expect me to create with care—and to stay true to my voice.

Design can make things clearer, fairer, and more human.
It has the power to shape how we live, feel, and connect—with empathy at its core.

I'm developing a new series that reimagines traditional Chinese literature through minimalist design.
It’s a chance to bring heritage into the present—with quiet beauty and lasting meaning.

I’m most proud of the projects where I was able to combine cultural depth with visual clarity—like my redesign of the Four Great Classical Novels.
They reflect both who I am and what I care about.

I hope to see more depth, less noise.
More meaningful work rooted in culture, not just trends—design that lasts, not just sells.

Design will move toward quiet clarity—simplifying complexity, humanizing technology, and reconnecting with emotion.

It depends on the depth and scale. Some projects take weeks, others months.
I don’t rush—I give each project the time it truly needs.

I begin with listening—understanding the story, the context, and the people behind it.
Then I sketch on paper, slowly shaping the concept before moving to the screen.

Less, but better.
Be patient, stay true, and let the work speak quietly.

Good design leads quietly.
Trends come and go—but thoughtful design lasts.

Technology is a tool, not the driver.
It helps me realize ideas, but the core always comes from thinking, feeling, and observing.

Everything usually starts with a pencil and paper.
I mainly use Adobe Photoshop, Illustrator, and InDesign.

They set the tone, mood, and rhythm.
Color brings emotion, material adds texture, and environment gives context.
Together, they shape how a design feels—not just how it looks.

I hope they ask, “Why is it like this?”
That means they’re curious about the thinking behind it—not just the surface.

I wonder what the designer was feeling.
Good design always carries emotion—and I try to sense the care behind it.

My ideal partner is someone who listens deeply and thinks differently.
Yes, I believe in collaboration—when built on trust, it makes the work richer.

My wife—she sees things I miss, and her quiet insight always grounds me.
Also, editors, artists, and mentors who reminded me to slow down and go deeper.

Which books have had the greatest influence on your design?

Updated English Answer:

Zhuangzi, Greek philosophy, and books on psychology have deeply shaped how I think about design.
They taught me to embrace uncertainty, observe human nature, and design with empathy and openness.

By doing the work—again and again.
Observing life, learning from others, and refining with patience.
Time, attention, and care are my real tools.

Steve Jobs.
Not just for his vision of design, but for how he connected technology, intuition, and emotion.

I’m grateful for the recognition—but I don’t design for awards.
What matters most is quiet impact.
Fame may be hard, but staying honest is harder—and more important.

Color: Deep green.
Place: A quiet mountain trail.
Food: Handmade noodles.
Season: Autumn.
Object: Pencil.
Brand: I admire brands that value timeless design—like Apple.

One time, I was reading a book and unexpectedly received the design commission for that very same book.
It felt like a perfect alignment—being able to bring my personal connection to the project made the design process deeply meaningful.

A good day is when ideas flow and I feel connected to the work.
I motivate myself by stepping outside—listening to nature, walking, and letting my mind rest.

Not at first, but I always loved creating and observing details.
Design was a dream that grew with me over time.

The future is both uncertain and full of possibility.
I hope design will help keep humanity connected to nature, emotion, and meaning—no matter how much technology changes.

I hope they know my design is a reflection of my love for culture, simplicity, and honest storytelling.
I create quietly, aiming to touch hearts and minds—one detail at a time.

I work alongside my wife—we’re creative partners in both life and work.

Design, for me, is not just work—it is how I live.

Design with the power to solve problems.

I believe in simple design—one that doesn't shout, but gently eases the mind and comforts the heart.

My business card

Paper stock

Each morning, as I listen to the birds sing

How design connects with the depths of the human heart

The joy of creation

All is as it should be, and the heart remains at peace.

Patience in abundance

At its core, should design reflect the essence of things?

Through design, culture and art become part of everyday life—a gentle reminder of beauty and meaning.

The future of design lies in clarity—in simplifying complexity and making information effortlessly understood.

The exhibition was held at the National Museum of China in Beijing, and the next one is currently in the planning stage.

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.

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.

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.

My process begins with paper sketches, followed by digital refinement.

I take time to walk outside, listen to nature, then return to work or move my body through exercise.

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.

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.

Less is more.

The ability to observe and perceive

Photoshop, Illustrator, InDesign

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.

The schedule is flexible.

How do we define taste?

Collaborating with the team to drive a major project forward.

Publishing House，Publishing Group，Book Publishing Company

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.

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.

My wife and I work together on design projects.

Email: xtangs@foxmail.com
Xiaohongshu: xtangs