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Hi, my name is Penny Choi. Art director from Eastcolight. Being a designer is my dream, I started developing my creative work since I was in primary school.
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?
Hi, my name is Penny Choi. Art director from Eastcolight. Being a designer is my dream, I started developing my creative work since I was in primary school. When I was a kid, I like drawing, building models and disassembling product, so I just follow the road of design.
Can you tell us more about your company / design studio?
Eastcolight is credited with bringing high quality educational toys to inspire kids worldwide. To raise kid’s interest towards learning in activities and make exciting discoveries, we develop different type of tech toy for kids. We try to use technology to enhance kid's learning.
What is "design" for you?
'design' is desire and pursue. we always desire to be something different and pursue a better life. we will keep seeking a new things and integrate into our life.
What kinds of works do you like designing most?
Technology related product. We want to design for the future, make people go further.
What is your most favorite design, could you please tell more about it?
iPhone, this is the 1st product that people cannot find the screw from product surface. it change the world standard, I never forget and want to say ' Thank you!'
What was the first thing you designed for a company?
I designed a children notebook. a notebook totally for kid's learning.
What is your favorite material / platform / technology?
Molded plastic
When do you feel the most creative?
creative design is not just problem solving but even touch your soul/emotion.
Which aspects of a design do you focus more during designing?
user experience is the most important, in which it is the expectation from our user.
What kind of emotions do you feel when you design?
excited, hopeful and challenging
What kind of emotions do you feel when your designs are realized?
satisfy for a few second, then start picky.
What makes a design successful?
create hope
When judging a design as good or bad, which aspects do you consider first?
functionality, it is fulfill user's expectation?
From your point of view, what are the responsibilities of a designer for society and environment?
Designer is one of the group that can save the environment effectively, because we work for future. we can lead the industrial and product trend. we are always seek for some environmentally friendly materialfor our product.
How do you think the "design field" is evolving? What is the future of design?
desire and pursue. we don't stay, especially in design field. 'stay hungry stay foolish' is always true
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
Every year, we will take part in several exhibition. In Hong Kong, China, Germany. our next exhibition will be on Jan of 2019
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Most of the time I will design by my past experience. Keep curious on everything and learn appreciate all the thing and people around you
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?
style is build by purpose, we always not satisfy in one style
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?
I live in Hong Kong, Hong Kong people work very fast and they are very time consuming. this make us more considerate and flexible.
How do you work with companies?
respect every company's culture and people, try to provide the best solution for each other.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Company should understand their strength and weakness to find a appropriate designer to work with.
Can you talk a little about your design process?
We start our design from designer's interest. then working on marketing research and position map to set our product position.
What are 5 of your favorite design items at home?
HANC design Spring stoolHANC design Moon tableEames Molded Fiberglass ChairAlessi Daytimer WatchAlessi hot bertaa water kettle
Can you describe a day in your life?
Just go to office and play toys
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
In design industrial, there are no rule, only idea! don't be afraid and believe what you believe
From your perspective, what would you say are some positives and negatives of being a designer?
Positive: you will always on the top of trend, you will not feel boringNegatives: you must be keep fighting , otherwise you will behind.
What is your "golden rule" in design?
Control the 'Art of balance'
What skills are most important for a designer?
presentation skill. If you cannot talk, it will be worst
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
google, AI, Photoshop, rhino
Designing can sometimes be a really time consuming task, how do you manage your time?
set a design schedule
How long does it take to design an object from beginning to end?
it depends on case
What is the most frequently asked question to you, as a designer?
how about costing, please go for quotation
What was your most important job experience?
Start up a company
Who are some of your clients?
Hamleys, Cosco, Ludendo
What type of design work do you enjoy the most and why?
Product design, you can go to different factory to learn different skill
What are your future plans? What is next for you?
AI robot is one of our interested area to explorer
Do you work as a team, or do you develop your designs yourself?
most of the time I will design by my own from idea to end product.
Do you have any works-in-progress being designed that you would like to talk about?
We are developing a series of AR toy which is enhance the education value from traditional toy.
How can people contact you?
Please email to choiszeming@yahoo.com.hk
