Bold Ideas with Bigger Impact: A Talk with Wen-Chi Hsueh on Her Design Concepts

My name is Wen-Chi Hsueh. I am a packaging and graphic designer from Taiwan currently based in New York. I studied Visual Communication Design for my undergraduate degree and recently graduated from Pratt Institute with a Master's degree in Packaging, Identities, and System Design. Throughout my design journey, I have seen myself as a multidisciplinary designer, working across packaging, visual experiences, and branding.

I am passionate about how design connects people through visual language. I strive to create designs that benefit the world and connect people through positivity and bold ideas.

I’ve always been drawn to creativity and self-expression, and design became the perfect way for me to bring ideas to life. I love how design allows me to solve problems while telling a story or evoking emotions.

I recently graduated from Pratt Institute with a Master's degree in Packaging, Identities, and Systems Design. As a recent graduate, I am exploring opportunities where I can apply my skills in packaging design, brand identity, and graphic design.

I believe design is not just about aesthetics; it’s also about giving something a soul. Design is unique and interesting. It creates unexpected sparks, promotes creativity and communication, and improves our living environment. Design has the power to transform the ordinary into the extraordinary, making life more enjoyable and meaningful.

I have a wide range of design genres that I enjoy, ranging from minimalist to bold and even quirky ideas. I enjoy exploring diverse styles of design. I believe that design works should be creative, diverse, or even unexpected.

To me, a “good” design resonates with users both meaningfully and emotionally. It solves problems and enhances people’s lives. It also effectively communicates messages that are difficult to express in words, making abstract ideas and feelings tangible.

No matter what angle is used to approach or interpret, the ultimate goal of a good design is to solve a problem, establish a concept, or generate an idea.

I dream every night, sometimes even five dreams in one night. However, the details fade quickly unless I write them down immediately when I wake up. That’s where the idea came from. I wanted to create something that could record dreams, helping people hold onto the stories and emotions from their subconscious.

My own dreams were my biggest inspiration. I wanted the design to capture the feeling of being in a dream—layered, surreal, and emotional. This concept carried through to the packaging, which reflects the surreal and immersive experience of dreaming.

The mysterious nature of dreams was my main inspiration. I wanted the design to embody a sense of layered complexity and surrealism—just like a dream. The packaging design draws inspiration from the intricate beauty of brainwaves. Layers of blue acrylic symbolise the undulating waves of the subconscious, creating a sense of transparency and depth. The interplay of translucent materials reflects the dreamlike quality of our inner worlds, inviting users to explore the surreal spaces within.

Inside the box, an LED light adds another layer of emotion. As the light reflects through the acrylic, it produces ever-changing hues, mimicking the shifting moods and emotions of dreams. This dynamic element brings the packaging to life, turning it into an interactive extension of the Dreamscribe experience.

Absolutely, my country and its cultural heritage have a profound impact on my design process. My country's rich history, cultural traditions, and the influence of Daoist philosophy and Chinese calligraphy, all inspire unique perspectives and expressions in my work.

Moreover, Taiwan’s cultural diversity and historical influences provide a unique perspective on design that blends tradition with modernity. The vibrant street life, local customs, and intricate patterns of everyday life in Taiwan also serve as constant sources of inspiration.

As a graphic & packaging designer, winning the London Design Awards has been particularly meaningful to me. It is a meaningful milestone for me. It serves as an additional validation of my work in these specific areas.

As a graphic and packaging designer, my biggest challenge in this project was creating 3D models and prototypes. It was challenging because it required skills and knowledge beyond my usual graphic and packaging design work. From modelling to final prototyping, the process required different skills and a deeper understanding of materiality, structure, and manufacturing processes.

Winning this award has not only boosted my confidence but has also encouraged further growth and achievement in my career. Additionally, it has provided me with the invaluable opportunity to showcase my designs to a broader audience.

In the next 5-10 years, I believe design will get more high-tech with things like AI, AR, and VR becoming a bigger part of how we create and experience things. Collaboration between different fields like design and technology will be more common to solve complex problems.

While the result is important, the journey and learning experience are just as valuable. Stay curious about new trends and technologies. Trust your creative ideas. Success takes time and persistence, so stay patient and keep moving forward.

Websites like Pinterest, Behance, and Dribbble are excellent sources for finding inspiration and discovering new ideas. Moreover, taking the time to look at award-winning works from design competitions can it’s also be a good way to keep yourself up-to-date.

Every night, I fall asleep while imagining and creating my dream garden! If during the day I see a particular space—whether it’s my project or not—I think about how to make it more comfortable and intriguing to explore. If it’s a courtyard, I imagine creating each space along the route someone would take when returning home. I analyse which areas get the best sunlight year-round and create various dreamy, comfortable resting spots.

I imagine what beautiful views can be seen from the dining room or living room, and consider which flowers to plant in each area throughout the seasons to enjoy their fragrance and experience the changing seasons. This is my favourite time of the day and also the best form of relaxation for me!

My key to success is perseverance. Understand that everyone progresses at their own pace, so don’t give up. Stay committed to your goals, keep learning, and embrace challenges as opportunities to grow. Success is a journey, not a destination.