樺致形象設計有限公司創意總監
Creative Director, HWAT’s Graphic Design co., Ltd.
楊佳璋 Martin Yang
YEARBOOK 2016
Martin Yang - Keep Learning , Thinking And Moving Forward . Your Designer Dream, Let’s Go For It !
“Design” has suddenly became a hot subject atTaiwan in recent years. As colleges expand their enrollments in this field, theproliferation of design-related departments is found almost everywherethroughout Taiwan. This phenomenon leads approximate ten thousand graduates ayear – a number is not only beyond my imagination when I was in college, butalso a glut of graduates for limited design vacancies. After the boom, designdepartment has the highest unemployment rates, this worries me about student’sfuture - how do they face this challenges? And where should they go? Because ofthese concerns, I propose some opinions according to my long-term designexperiences in both academic and industrial realms. No matter what you thinkit’s a chatter or friendly reminder, I just hope my sharing could benefit yourcareer insight and planning in the coming future.
With so many design graduates, but whydoes every design company still complains shortage in professionals?
Any design-related student knows that design is not as fun as it seems. Many ofthem can’t afford the heavy study load and dawdle away their time, which causesa big problem in design education. Moreover, the impact of low birth rate makescolleges focus more on student numbers, not learning quality. It is no wonderthen that excessive but uneven-level graduates are unqualified to meetenterprise demand for design talents. Thus, the obvious answer stands out:the key solution to reverse this trend still relies on you. If you can enhanceyour own expertise and even get recognized by important awards, thenyou can convince people of your value, and readiness for challenges. In brief,opportunities are given to those who are wellprepared.
My Warm Day: Brand Identity System and Commercial Space Design
Yes, the small market in Taiwan is thechallenge we must take
When it comes to the fundamental problem in Taiwan’s design industry nowadays,the first one is that less attention is paid to design. The so-called “Designhas a price” has been neglected for a long time, but this concept has beenimproved through collective efforts. Second, the overall market in Taiwan isquite small and characterized as supply-demand disequilibrium. Most of designjobs, unlike typical artistic creation are deeply dominated by business models.Since small market could not provide enough fund, many local designers mustleave Taiwan for better opportunities in big markets like China and othercountries. The United States, for instance, has a very big market with manylarge advertising design companies listed on the stock exchange. Therefore,they can meet these companies’ demands, and even established researchdepartments to specialize consumer behavior. It sounds pessimistic for thegeneral environment, but let’s view the problem at a different angle. It mightbe a turning point for Taiwan to develop design culture based on the culturaldiversity here. The term “Taiwanese” in a broad sense, apart from traditionalelements (i.e. people with Min Nan dialect, Hakka, aborigine, elders whoeducated in Japanese education, other groups from mainland China) and evenintegrated with new immigrants from other countries (i.e. Vietnam, Indonesia,etc.). We have been used to living in multi-ethnic circumstance like this, andtake these differences for granted. Because of this, it cultivates Taiwanesedesigners’ strong adaptiveness, flexibility and special viewpoints. Consideringsuch an environment, small but exquisite design company established on culturalheritage may best meet the market trend of development now.
Could design be a career? How dodesigner deal with bottlenecks during the creative process?
This question depends on whether you can hold on to the last or not. You mightsee many peers change their jobs–some people may think this job is too toughwithout ideal development. Of course, some might leave the field for betterchances. Engaging in design work is really hard. When you are doing whateveryou’re passionate about, however such power will make you move forward.Setbacks are always there for us to overcome, then you will find every designeffort rewards you back with tremendous satisfaction and pleasure. Also,bottlenecks are unavoidable and arise periodically. The best solution is toconstantly try different ways in practices–keep brainstorming and doing untilyour inspirations pop up. Only continuous practices ensure your clear thinking,as well as more insights into the manipulation of design and creativity.Constant efforts, the key to overcome bottlenecks is far more essential thanaccumulated experiences. Because of the passion on design, you are eager toshow strong ambition in this field and deserve more opportunities.
VOSHAS: Brand Identity System and Product Design
For design graduates, should they workfirst, or continue studies?
This question varies with individual’s career plan. For those who interest inteaching in the future, they might consider the advanced degree as priority.Regarding the professional design work, it better collects plenty of practicalexperiences. Although there is no apparent apprenticeship inside this filed,you realize you are the direct beneficiary of working with a good team, inwhich you can make rapid progress under seniors’ mentorship. From this point ofview, there is no strict correlation between education and design profession.High degree doesn’t mean good design ability. According to my own experience,if a graduate can enter the job market soon, his learning and improvement willbe usually fast. On the contrary, if he studies for further degree, what hegets might not be much because of less practical experiences instructed fromschool teachers. This means in the end that graduate school is just theextension of the college, namely limited gains. As a person who plans forfurther education after years of working experiences, by comparison, is fullyaware of what you want and learn. In addition to the knowledge from teachers,you wish to have wonderful learning experience with experienced classmates.
What kind of books do designers usually read? Any recommendedbooks for designers?
In fact, I don’t have recommended list for reading, I prefer designers not tolimit yourselves to art design category. The charm of design is that you cancarry out in-depth contacts with customers from various industries, which issomething other jobs can’t offer. Therefore, you should broaden horizon by lotsof reading and listening. If you complete this, along with creative thinking,you can make customers feel “Wow! This idea is awesome. How can you know somuch about our industry?”–it’s definitely the most interesting part for me. Iread whatever books I could get. It’s important to have something fresh in yourbrain. Keeping brainstorming is a must, which develops a mind habit. Because ofthe thinking accumulated over time, you are allowed to know how to solveproblems in a short time when you face many different cases and customers.
TAICHUNG Airport Brand Identity and Environment Indicator System Design
Suggestions for students and new graduates of design major
As long as you devote efforts to every works, then you will be amazed aboutwhat they come back to you in many ways. Every design major knows our collegelife is made of continuous assignments–they are all growth track that vividlyconveys creative energy inside you. If you indeed complete assignments withwhole-hearted attitude, your portfolio must be outstanding from others in thefuture. Graduation project is the first mirror to reflect the gap amongstudents’ level, followed by more competitive trial in job market. Later aftergraduation, the gap in level is widened further quickly, namely survival of theFittest: the superior is highly likely to get a decent job at renowned designcompanies where his skillset are expected, while the inferior either work forlittle-known companies or face a career change after elimination. That’s thetruth that most students can’t figure out. Only few are farsighted enough toforesee that what we will face in the future actually accumulate now.Therefore, I often encourage students not to go easy on yourself. Once thethought “It should be okay since I am just a student” or “I’m tired today,so... let it be” comes up, you’ll never produce perfect works. Instead, youshould change the mindset to “Perhaps I am just a student, but I do hope I canpresent professional works which maximizes my full potential currently.”
Electronic Systems Research Division Brand Identity System Design
Inthe end, I’ve always thought the designer is somehow like doctor on certainaspects. You must view yourself as a problem solver, knowing how to get everytask done for customers through customized solutions in brand, product,packing, marketing and so on. After all, the greatest value of designers is tocreate interests among customers, consumers and designers.