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Interviews with Xu Tang
Designer profileDesigner of the Day Interview
30 May 2025
I’ve worked as a designer for over 14 years. After graduating from Sichuan Fine Arts Institute, I collaborated with some of China’s top publishing companies.
My focus is on graphic and book design, driven by a passion for storytelling and culture.
My focus is on graphic and book design, driven by a passion for storytelling and culture.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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 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.
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.
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.
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 Interview
30 May 2025 · The Four Great Chinese Novels Design Editoriale
A Contemporary Reimagining of China’s Literary Treasures
— Design Concept for the Four Great Classical Novels
If one had to choose a single book series to represent the literary and cultural legacy of China, it would undoubtedly be the Four Great Classical Novels—Dream of the Red Chamber, Romance of the Three Kingdoms, Journey to the West, and Water Margin. These masterpieces form the pinnacle of classical Chinese literature and are familiar to anyone who appreciates Chinese culture.
This edition is unique in that it incorporates critical annotations by renowned scholars. Their insights not only enrich the original texts but also offer readers a deeper understanding. As a designer, I chose to shift away from conventional visual tropes and instead approached the project from the perspective of these critics—offering a sense of “observing” the classics through a modern lens.
Thus, the concept of “glimpse” became the central motif of the design.
For Dream of the Red Chamber, the box resembles the red gates of an aristocratic mansion, secured by lion-head locks. A narrow one-centimeter gap reveals part of the inner cover—an iconic painting of Jia Baoyu’s Dream Journey to the Land of Illusion—suggesting a fleeting view into the mysterious world of the Jia family.
Romance of the Three Kingdoms draws on the legendary “Borrowing Arrows with Straw Boats” scene. The box design depicts thousands of arrows streaking through a night sky, while the hidden inner cover reveals a serene portrait of Zhuge Liang. The reader peeks through the slit to discover his calm, knowing smile.
Journey to the West evokes the heavenly chaos of the Monkey King's rebellion, and Water Margin references banners fluttering with the rallying cry: “Deliver justice on Heaven’s behalf.”
All four titles are housed in dual slipcases that split open to the left and right. While the outer cases appear minimal and restrained, a one-centimeter gap invites readers to glimpse the richly illustrated inner covers. This tension between concealment and revelation inspires curiosity—inviting readers to open the books and rediscover these literary giants from a fresh and engaging perspective.
— Design Concept for the Four Great Classical Novels
If one had to choose a single book series to represent the literary and cultural legacy of China, it would undoubtedly be the Four Great Classical Novels—Dream of the Red Chamber, Romance of the Three Kingdoms, Journey to the West, and Water Margin. These masterpieces form the pinnacle of classical Chinese literature and are familiar to anyone who appreciates Chinese culture.
This edition is unique in that it incorporates critical annotations by renowned scholars. Their insights not only enrich the original texts but also offer readers a deeper understanding. As a designer, I chose to shift away from conventional visual tropes and instead approached the project from the perspective of these critics—offering a sense of “observing” the classics through a modern lens.
Thus, the concept of “glimpse” became the central motif of the design.
For Dream of the Red Chamber, the box resembles the red gates of an aristocratic mansion, secured by lion-head locks. A narrow one-centimeter gap reveals part of the inner cover—an iconic painting of Jia Baoyu’s Dream Journey to the Land of Illusion—suggesting a fleeting view into the mysterious world of the Jia family.
Romance of the Three Kingdoms draws on the legendary “Borrowing Arrows with Straw Boats” scene. The box design depicts thousands of arrows streaking through a night sky, while the hidden inner cover reveals a serene portrait of Zhuge Liang. The reader peeks through the slit to discover his calm, knowing smile.
Journey to the West evokes the heavenly chaos of the Monkey King's rebellion, and Water Margin references banners fluttering with the rallying cry: “Deliver justice on Heaven’s behalf.”
All four titles are housed in dual slipcases that split open to the left and right. While the outer cases appear minimal and restrained, a one-centimeter gap invites readers to glimpse the richly illustrated inner covers. This tension between concealment and revelation inspires curiosity—inviting readers to open the books and rediscover these literary giants from a fresh and engaging perspective.
There are countless editions of the Four Great Classical Novels, so the key considerations for this edition are:
1.How to clearly convey the unique concept of this version—which features commentary from renowned scholars, making it a classic reinterpreted through the lens of critical insight.
2.How to stand out—to create a design that is distinct from all previous versions of the Four Great Classical Novels.
3.How to strike a balance—to ensure the design feels fresh and innovative, while still preserving the timeless essence of these literary classics.
1.How to clearly convey the unique concept of this version—which features commentary from renowned scholars, making it a classic reinterpreted through the lens of critical insight.
2.How to stand out—to create a design that is distinct from all previous versions of the Four Great Classical Novels.
3.How to strike a balance—to ensure the design feels fresh and innovative, while still preserving the timeless essence of these literary classics.
It is my hope that traditional Chinese culture will receive greater exposure on the global stage, enabling more people to appreciate and understand its richness and depth.
From the initial concept to final publication, this project took two years of continuous refinement and meticulous attention to detail.
This set of classic works was commissioned by Beijing MUGUI Culture. When they entrusted me with the design, they gave me complete creative freedom without any restrictions, for which I am deeply grateful. I conducted a thorough analysis of the various editions of the Four Great Classical Novels available on the market, and ultimately developed a design that is both unique and well-suited to the nature of these works.
All production rights and copyright of this work are held by Beijing MUGUI Culture.
While we deeply appreciate traditional Chinese culture, conventional designs often appear outdated. Through innovative design approaches, we aim to re-present these classics in a fresh way—encouraging more young people to engage with and understand them. This, to us, is a truly meaningful pursuit.
Most books of this kind tend to follow one of two design approaches: either using a single illustration or omitting imagery altogether in favor of minimalist typography to represent the classics.
My design introduces an emotional dimension—it offers readers a sense of immersion and space for imagination, recombining classical imagery with literature.
It’s like standing before the colorful box set as if it were a grand doorway, compelling you to open it and peek into a mysterious and boundless literary world.
My design introduces an emotional dimension—it offers readers a sense of immersion and space for imagination, recombining classical imagery with literature.
It’s like standing before the colorful box set as if it were a grand doorway, compelling you to open it and peek into a mysterious and boundless literary world.
Adobe photoshop ,adobe illustrator
Bringing the classics to life through a modern visual language.
My wife, Xie Li, and I work closely together—we make a great team.
While technical issues such as printing, scanning, and graphic production were addressed along the way, the key from the very beginning was to extract and define the central concept.
Yes, I analyzed nearly every available edition of the Four Great Classical Novels on the market,
studying their differences in content and design logic in detail.
Since these works are already considered timeless classics, most existing editions tend to follow very fixed design patterns.
My goal was to introduce a touch of innovation—building upon the classic foundation while gently breaking new ground.
studying their differences in content and design logic in detail.
Since these works are already considered timeless classics, most existing editions tend to follow very fixed design patterns.
My goal was to introduce a touch of innovation—building upon the classic foundation while gently breaking new ground.
Amid the vast number of existing classic editions, the biggest challenge is to create innovation that truly adds value.
That’s why deep research and extensive analysis are the keys to success.
That’s why deep research and extensive analysis are the keys to success.
This series has already gained significant recognition in China, having been selected for the National Art Exhibition and exhibited at the National Museum of China. With solid commercial performance as well, I believe it’s time for global readers to discover and appreciate it.
Deliberate thinking.
Design Legend Interview
30 May 2025
I graduated from Sichuan Fine Arts Institute in Chongqing, China, where I built a strong foundation in visual communication and design thinking.
After graduation, I began working independently as a designer, and I’ve now been in the field for over 14 years.
What has truly shaped my design voice, however, is not just education, but real-world experience—and a deep passion for culture and storytelling.
After graduation, I began working independently as a designer, and I’ve now been in the field for over 14 years.
What has truly shaped my design voice, however, is not just education, but real-world experience—and a deep passion for culture and storytelling.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
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.
Be patient, stay true, and let the work speak quietly.
Good design leads quietly.
Trends come and go—but thoughtful design lasts.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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 create quietly, aiming to touch hearts and minds—one detail at a time.
Designer Interview
30 May 2025
I graduated from a professional art academy and have been working independently as a designer for 14 years.
It was a childhood dream of mine to become a designer, and I'm fortunate to have turned that dream into a lifelong vocation. Design is not just my profession—it’s my passion, and I see myself doing it for the rest of my life.
It was a childhood dream of mine to become a designer, and I'm fortunate to have turned that dream into a lifelong vocation. Design is not just my profession—it’s my passion, and I see myself doing it for the rest of my life.
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.
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.
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.
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.
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
Xiaohongshu: xtangs
Grand Interview
1 November 2025 · The Four Great Chinese Novels Design Editoriale
The split double-bookcase with a one-centimeter gap symbolizes the space between tradition and modernity. The void invites readers to pause and reflect before entering the story. It represents the bridge between classical Chinese literature and contemporary sensibility, echoing the Chinese idea that emptiness can hold meaning and emotion.
Each novel carries its own symbol. The red lion-headed door in Dream of the Red Chamber becomes a visual metaphor of memory and secrecy, while Journey to the West flows with calligraphic rhythm. I simplified these classical symbols into clean geometric and color forms, translating ancient narratives into a modern, minimal design language.
After studying a century of previous editions, I aimed to balance reverence and renewal. I extracted the essence of traditional design—clarity, rhythm, and spatial harmony—and reinterpreted them through modern typography and structure. The result respects the past while speaking to today’s readers.
The grid and two-color system were inspired by classical order and calmness. The limited palette mirrors the ink-and-paper dialogue of Chinese painting, creating hierarchy and serenity. The precise layout lets the text breathe, making the reading experience quiet and meditative.
The packaging works like architecture. The box opens like a series of doors, suggesting discovery and entry. When the books align, they form a continuous façade, transforming the collection into an object of ritual—an homage to how books were once treasured cultural spaces.
Integrating scholarly critiques added another narrative layer. Through typography, paper tone, and texture changes, I guided readers between voices and time periods. This visual rhythm mirrors traditional Chinese annotation, creating a dialogue across centuries.
My minimalist approach rejects decoration to reveal meaning. Simplicity allows emotion and philosophy to emerge naturally. The calm rhythm, open space, and balanced proportion echo classical Chinese aesthetics—clarity, modesty, and inner strength.
Material choice followed feeling, not luxury. Textured specialty paper recalls old manuscripts, while subtle hot-stamping adds restrained brilliance. Every technical choice supports the concept, letting readers sense craftsmanship through touch as much as through sight.
The sequential reveal was inspired by theater. Opening each layer feels like watching a curtain rise, building anticipation. This slow rhythm honors the layered storytelling of the novels and restores a sense of ceremony to reading.
Winning the A’ Design Award confirms that tradition can live in modern form. I hope this project inspires others to reinterpret classics with new design language. For me, design is a bridge connecting time, culture, and readers across generations.
Grand Interview
1 November 2025 · Anthropology Chinese Textbook Design Grafico
The idea started from the question of how to express human evolution through a single image. I fused an ape’s leg with a modern human leg to capture millions of years of change in one symbolic transition. This combination reflects both continuity and rupture—how humanity moves forward while carrying its origins. The form was simplified to pure geometry, balancing scientific logic and emotional resonance, turning anatomy into a metaphor for time and transformation.
The dual representation of the Latin letter “A” and the Chinese character “人” mirrors my wish to connect Eastern and Western ways of understanding humanity. “A” stands for “Anthropology,” while “人” embodies human essence in Chinese culture. Their fusion becomes a visual dialogue between alphabet and ideogram, language and civilization. It symbolizes that anthropology itself is a bridge—uniting multiple perspectives on what it means to be human.
Minimalism was not a stylistic choice but a philosophical one. By stripping away decoration, the design invites reflection rather than distraction. The simple composition allows complexity to emerge from silence. The viewer completes the meaning. This quietness mirrors how anthropological study often reveals the profound through the ordinary—how simplicity can hold the weight of culture, time, and memory.
The gold foil stamping adds a subtle layer of meaning. Gold, a timeless material, stands for value, discovery, and civilization itself. When light touches it, it changes—just as knowledge transforms through human curiosity. The reflective surface makes the cover interact with its environment and the reader’s movement, symbolizing humanity’s continuous search for understanding. It elevates the academic subject into a tactile, almost sacred experience.
The main challenge was to maintain academic authority while introducing emotional imagination. Traditional textbooks tend to be rigid; I wanted to give this one a sense of discovery. Every decision—from the restrained typography to the precise spatial rhythm—was guided by clarity and respect for the content. The result speaks to both scholars and designers, showing that academic design can also be poetic and inspiring.
Anthropology studies humanity as a shared story. The design aims to make that story visible and accessible to readers of different cultures. By using universal forms and a minimal color palette, the cover transcends linguistic barriers. It communicates through archetypal shapes that anyone can recognize. The goal is to turn a specialized subject into a visual experience of connection—between people, cultures, and time.
Representing an entire discipline in one image is a serious responsibility. I began by asking what anthropology visually represents beyond the word itself. It is about observation, empathy, and the mirror of humanity. The final design reflects these values through proportion and balance rather than literal imagery. I wanted to convey respect for both science and art, showing that design can hold the weight of knowledge with grace.
Winning the Silver A’ Design Award confirmed that educational materials deserve the same creative attention as art books. I hope this design inspires future textbook designers to go beyond information layout—to treat content as a living idea. Academic covers can be beautiful, emotional, and intelligent at once. When design carries meaning, learning becomes a more human experience.
The choice of laminated specialty paper was essential. It adds both protection and emotion. Touching the surface gives a sense of continuity between mind and material—between thought and touch. The lamination enhances durability without losing the soft, organic texture, mirroring the balance between intellect and intuition that defines anthropology itself.
What communicates the spirit of anthropology best is not the symbol itself, but its openness. The design invites viewers from any culture to find themselves reflected in it. The meeting of “A” and “人” embodies a shared journey of understanding humanity. It shows that the study of humankind is also an act of empathy—and that visual design can speak the universal language of connection.
