樹德科技大學視覺傳達設計系副教授兼系主任
Associate Professor and Chairman of Department of Visual Communication Design, Shu-Te University
楊裕隆 Yang, Yu-Lung
YEARBOOK 2015
Yang, Yu-Lung - Excellent Performance, International Linkage
Thanks to my mentor, Professor Lin, Pang-Soong. He invited me to write this article for sharing my experience of guiding students to participate in international competitions; I instantly agreed at the first moment, and continually thought how to share? Leading students to participate in international competition is a coincidence; it was originated in my first year of chairman, according to the policy of my mentor, the dean of College of design, Shu-Te University, Wong Ing-Huey, I had introduced international competitions to help the students' vision achieve international linkage. What a difficult task? International competition awards were so far from us, so we had never even dared to think about this thing, "participate in international competition". In short, our duty was to perform this difficult task, just try it! Since then, the Department of Visual Communication Design, Shu-Te University had started walking on the road of actively promoting international competitions. From 2012 to 2014, just four years, we won a total of 20 pieces of international competition awards cumulatively, which are all first-degree awards listed by IDC.
The group photo of the President of Shu-Te University, Chu, Yuan Hsiang, the Dean
of College of Design,Weng Ying Hui, and the teachers and students winning 2014
German Red Dot Awards: Communication Design.
At that time, I immediately called two ardent teachers, Chang, Jian-Fong, and Kung, Ti-Wan, for discussing how to perform this task. First, we selected German iF Concept Award for test, the 2 awards are first-degree international competition awards listed by IDC of the Ministry of Education and design, and have important significance as well as university rankings. They only need to upload the file, and no entry fee. But because the number of global entries is big, and the ratio of award winning is low, its difficulty is naturally high. I appealed to all the teachers of our department for instructing the students to participate in the competition, and collected more than 80 pieces of student works for the first time. After several times of collective counseling about design concepts and mockups, and then assisted in the translation, we finally upload the works and complete the registration process. It was the first time to mobilize a large number of students to participate in an international competition, so our mood was tense, and we were unable to predict what the outcome would be, but just waiting for it the student, Lin,Ming Xian’s work, "Stop global warming" instructed by the teacher Chang, Jian-Fong, had been selected in the Best 100 of the 2011 iF Concept Award. this was the first prize of our participation in international competitions, thus all the teachers and students were very excited, and our department’s ambitions of international linkage had been inspired. The teachers’ enthusiasm and the students’ motivation had become our greatest resource.
the President of Shu-Te University, Chu, Yuan Hsiang, led the 22 teachers and students winning
Red Dot Awards visiting Konzerthaus Berlin, Germany for accepting the awards.
In 2012, we had imported German Red Dot Design Award, well known as one of the world’s 4 design competitions- "Red Dot". This is a first-degree award listed by IDC, and its registration fee is rather expensive, so we used the only left resource in our department and carefully selected two pieces of works, "Marriage” instructed by the teacher, Yeh, Chia-Hung, and "Rise Above” instructed by the teacher, Chen, Cheng-Chang to participate and won both awards. But we suffered external acid criticism of "the prizes were from money; those who has money to register will win the prize." In fact, in that year, the total number of entries of the Communication Design prize of the Red Dot Awards in Germany from all over the world was 3,672, but only 217 winning works of Red Dot, about 6%, so winning was not an easy task. Moreover, the awards were particularly valuable because we had devoted ourselves to them. In 2013, we upheld the same model, spirit, and attitude, and continued to engage in German iF Concept Design Award. The Teacher, Chang Jian-Fong, instructed the student, Ou, Pei-Ling’s work "Freedom of Speech", and won the third place in the world. The teacher, Chen, Cheng-Chang instructed the ork, " Origami for Environmental Conservation” and was selected into the Best 100. In that same year, in the Communication Design prize of the Red Dot Awards, this department’s "Origami for Environmental Conservation” won the award of “Best of the Best”; " Freedom of Speech", “Embrace” (instructed by the teacher, Yang, Yu-Lung), "Be Non Sin" (instructed by the teacher, Yang, Ma-Yi) , “visual ARK”(instructed by the teacher, Chen, Yueh-Ying), “Flower island＂ (instructed by the teacher, Chen, Cheng-Chang) were all winners, so there were totally six works won the Red Dot Awards and praised by the whole school. The number of entries was about 6,800 in that year, so winning was more difficult than the previous year, but we reached the unexpected achievements.
Trying to go beyond the past achievements definitely brings a heavy pressure. In 2014, I had held the feelings of heavy and excited contradictory, continuing to participate in Red Dot Award and other international competitions, but the results were heartening and unexpected. Following after the excellent results of the first two years, we won 9 international competition awards in this year; it’s a harvesting year. The work, "Copy" of Lin, Mei-Xiu, instructed by the teacher, Kung, Ti-Wan, had been selected in International Poster Biennale in Warsaw; the work, "Privacy", of Wu, Jau-Yi, instructed by the teacher Chen, Cheng-Chang had been selected in Communication Arts Design and Advertising Annual Competition; and again won 7 pieces of German Red Dot design awards, in which, "your MARKET, our MUSEUM” instructed by the Teacher, Kung, Ti-Wan and "Dyeing” instructed the teacher, Yang, Yu-Lung both won “Best of the Best” award. In the year, the number of global entries of the German Red Dot Award: Communication Design was 7,096, so the ratio of winning “Best of the Best” was only 1.4%. The other 5 pieces of works winning Red Dot Awards included respectively "Thirty-Seven” (instructed by the teacher, Chiu, Hui-Lin), "Cooookie”(instructed by the teacher, Chang, Jian-Fong), "Hatch” (instructed by the teacher, Chen, Cheng-Chang), "Migration” and “Story of rice” (both instructed by the teacher, Kung, Ti-Wan). These works had been exhibited in Red Dot Design Museum in Taipei, Taiwan and Essen, Germany, and published in the Red Dot Design Yearbook. It is the crowning glory for the fledgling design students! All the teachers and students of the whole school were truly proud of it. The President of Shu-Te University, Chu, Yuan Hsiang, led the 22 teachers and students winning Red Dot Awards attending the awards ceremony in Konzerthaus Berlin, Germany on October 24, 2014.
your MARKET, our MUSEUM - Best of the Best of 2014 Red Dot Award: Communication Design
In the process of instructing students to participate in international contests, I seemed to have two identities; perhaps I may share experience from these two identities. One is the identity of chairman of this department, I have the duties to handle all the works of international competitions, including (1) selecting real enthusiastic teachers and students to contribute effort for the whole international contest, and (2) developing a fair screening mechanism of the internal works, and (3) encouraging the teachers to instruct students continually and hardly, and (4) encouraging the students to propose superior works for participation, and (5) constructing a strong will that can bear success or fail. Each task cannot fail, every implementation of process is racking their brains. The other identity of me is an instructor. My instructed 2 award-winning works are "Embrace" and "Dyeing". "Embrace" was created by Qiu, Bai-Hao, Lai, Wei-Ming, and Jhao, Jyun-Yi, and is a picture book creation that concerns environmental issues, respects for life meaning, and embraces Taiwanese butterfly culture. Taiwan had been known as "Kingdom of butterflies", but with the advancement of age, a large number of butterfly habitat damages caused by reclamation, human being’s plunder let beautiful butterflies suffering the existential crisis. The story is adapted from the true stories in Puli, adding some whimsy and playful elements, so that the readers can easily understand the key points of butterfly culture in a more relaxed way. The animals and plants and the protagonist, purple crow butterflies, in the picture book, were drawn and created by the students after finding the real data, can hope to make the readers learn more about Taiwan local species through this picture book. The three authors are fond of painting, but their painting styles are not the same, so we spent a lot of time in communication and coordination to complete the work. After finishing the works’ selection procedures within the Department, we immediately reorganized and printed the whole works; although this was very tiring, this also stimulated the students’ potential, to make better and higher-skilled works.
Embrace – Red Dot Award of 2013 Red Dot Award: Communication Design
"Dyeing” had been cooperatively created by Huang Ching Ting, Huang Chun Pi, Lin Ching Mei, and Tsai Pei Wen. The purpose of this book is to record Taiwanese traditional plant dyeing, and to convey the value of natural dyeing and the concept of environmental protection. Through the most representative 11 plant materials, Taiwanese plant dyeing is divided into Food Ingredients (Caltrop, and Onion, and Wormwood), Medicine (Shoulang Yam, Subcostate Crape Myrtle, and Silvergrass), Aboriginal Mountains (Betel Nut, Kudzu, and Sumac), and Hakka Blue Dye (True Indigo, and Conehead) to make illustration design, and adopted the worldview of Villain Country to paint the relationship between plants and life. In addition, we used the characteristics of paper, unfold this unique work of color specifier book to show as flowers, and stressed that the colors of these plants were from natural colors. Our concept were generated from the idea of pop-up book, so the book is not just information, but has a special value for collection. We used the changes of illustration and book structures to attract people's interest in traditional crafts. Data collection is in the early stage of creation. We visited the professional plant dye workshops for several times and got a lot of information and knowledge. We first thought plant dye is just an expression of creation and culture, but after continuing to explore the related literature, we found that it is much related to life and culture, then we understood our knowledge of this technology was too shallow, and expanded the relevant studies, surveys, and interviews of its history and culture, and operated plant dyeing with our own hands.
Dyeing - Best of the Best of 2014 Red Dot Award: Communication Design
In the past, the students’ works were often too subjective to their so-called wild ideas, and the contents were rambling and irrelevant to reality; we don't know why to create these works. Later, we stressed in the teaching that ideas need to have the basis, and encouraged students with practical actions to understand the content behind a theme, making their works created with substance; however, actual visits and surveys are the best sources of knowledge. According to the evaluation criteria of the German Red Dot Award: Communication Design, (1) Quality and Aesthetics of Design, (2) Creative Ideas and Recognition, (3) Clarity and Emotional Expression, (4) Crafts and Texture. These surly need to pay attention. My individual mentoring experience attaches great importance to the five principles, Originality, Artistry, Emotionality, Delicacy, and Integrity, which is quite similar to the above criteria. These award-winning works in international contests all started from actual visits to build the creation basis, and their contents were all created reasonably, and full of intellectual and emotional elements. Fieldwork and oral interview process help students a lot during their creations. In addition to constantly brainstorming in the laboratory, on-site surveys and interviews, are also the sources of design and creation. With first-hand information as the basis, the works gain increasing power of persuasion, coupled with a solid foundation of basic skills and abilities, these works of international competition awards can be achieved, making us to reach " Excellent Performance, International Linkage".
the group photo of the teachers and students of Shu-Te University winning
Red Dot Awards: Communication Design and the chairman of Red Dot Award, Dr. Peter Zec
Team "Dyeing” before awarded as Best of the Best of 2014 Red Dot Award: Communication Design