Interview with Yang Bo, Beijing Bofly Design Co.,Ltd, China

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Yang Bo

Yang prefers simple and original creativity that can be recognized by everyone meaningfully.

Interview with the 2021 MUSE Design Awards Winner - Yang Bo

1Please give us a brief bio of yourself and your design background.

My name is Yang Bo, I’m the creative director of a design company in Beijing, China. I majored in fine arts when I was in University and became an art teacher after graduation, and then I became a designer. I have more than 20 years of working experience in the design industry.

2What made you become/why did you choose to become a designer/artist?

Besides design and painting, I also like creating some original music. For me, to working in the field of art is the fate of my life.

3Tell us more about your business/company, job profile, and what you do.

Our company's name is Beijing Bofly design Co., Ltd. We focus on brand design planning, I am the creative director, I'm mainly responsible for creative planning and guidance and some visual performance work.

4What does “design” mean to you?

I think it's a kind of self-expression, you can also understand me through my design. My work can be recognized by everyone is a meaningful and happy thing.

5What’s your favorite kind of design and why?

No matter what kind of design, I will like it as long as I can express myself completely without restriction. However, it is very difficult to do this in real commercial design in China. It is understandable that the brand will have some of its own considerations to add to the design.

6To you, what makes a “good” design?

Simple performance, original creativity

7Describe your design style and its main characteristics.

Simple and creative.

8Tell us about your design process.

First of all, we need to understand the main selling points of the products, the company's cultural background, competitive product style, market demand, consumer group positioning and other background. Then, according to the clear creative direction, we design several works, communicate with brand side on these works. According to the result of product market investigation, a design is determined as the final plan.

9Do you think your country and its cultural heritage has an impact on your design process?

It will have somewhat influence on me of course, especially some brands and products with national cultural characteristics. However, we will plan and design according to different product positioning and market demand.

10Congratulations! As the winner of the 2021 MUSE Design Awards, what does it mean to you and your company and team to receive this award distinction?

Thanks. This is not only the honor of the team and the company, but also the important intangible assets for the future development of the company.

11Can you explain a bit about the winning work you entered into the 2021 MUSE Design Awards, and why you chose to enter this project?

The three winning packages are respectively Shimenzhuangyuan Baijiu, Xixia King wine and Zhenshiming eye mask. I think these packaging whether in terms of creativity and visual performance are good works, but also on behalf of my personal understanding of the design. Thus I took part in this MUSE design competition.

12What was the biggest challenge with this project?

How to combine materials, technology and designs at the same time, we convince the brand side to understand and accept our design and ideas and reach consensus.

13How has winning an Award developed your practice/career?

First of all, the publicity of the award-winning works improves the designer's popularity. It is also an incentive for future design career. There’ll be more customers coming naturally. In addition to the increase of design cases, the corresponding experience will be more abundant. And he will bring more and better design to the whole society.

14What are your top three (3) favorite things about our industry?

Learn more advanced technology and cutting-edge information.

Learn new design related software skills.

Try more challenging ways of creation and visual expression.

15What makes your country specifically, unique in the design industry?

China's social and cultural are highly inclusive. Meanwhile, the vigorous development of manufacturing industry and the emergence of various styles have led to the vigorous development of the design industry. A large number of designers make the product market colorful, and the whole consumer market is full of kinds of products. Consumers have more choices and become more diversified.

16Where do you see the evolution of design industry going over the next 5-10 years?

Simple graphics fully machine automation design, designers can provide more satisfactory solutions according to the more accurate needs of customers. This requires a higher level of professionalism and ability to achieve.

17If you were a student entering this industry or an aspiring MUSE Design Awards submitter, what advice would you give them?

First of all, they need lots practice and analyzes excellent works and benefit from them. Secondly, they should enrich their knowledge and broaden their horizons. This is the way to make themselves more outstanding.

18What resources would you recommend to someone who wants to improve their skills in the design industry?

Skills teaching video website, books and other online websites.

19Who has inspired you in your life and why?

My uncle. He specializes in oil painting and sculpture. He is my first painting teacher and he is a very important person for me to go on the road of painting in the future.

20What is your key to success? Any parting words of wisdom?

Try your best to do the best.

21Do you have anything else you would like to add to the interview?

Thank you, my family and colleagues for their support to my work.

Winning Entries

Surplus Year After Year | 2021

Interview with Yang Bo, Beijing Bofly Design Co.,Ltd, China

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Beijing Bofly Design Co.,Ltd

Beijing Bofly Design Co.,Ltd is an award-winning digital design studio based in China.