December 21, 2020

Lung-Hao Chiang

Discover the interview of Lung-Hao Chiang!

How did you become designer ?
It’s a series of coincidences.

I didn’t hold a dream to be a designer when I was in school. And to be honest, becoming a designer was my last choice. I just loved to doodle on textbooks during class, that led me to apply to design school.

Criminal psychological profiling, behavioral science or other types of occupations were my original intention. However, my exam result couldn’t reach school’s application threshold.

Manga or writer were also on my list, but it’s too tiring for lazybones like me haha …

 How would you define your vision of design, your style ?
Comparing with the exploration of external design information, I prefer to focus on daily routine and explore my own cultural memories.
Most of my inspiration comes from stories I heard from childhood, such as lyrics, cartoons, movies, I don’t have specific pursuit on design style. Recently I’ve released some Oriental aesthetics projects though, I would say some suitable challenge and pressure may arouse more unexpectable design works.
The art works citing eastern cultures nowadays look quite similar in the market, we can hardly find the combination between both ancient and modern cultures. It is more like pattern and images are placed on different packaging.
I want to prove that there are more ways to interpret Oriental aesthetics, make our visual design works to tell our imagination to the audience.

 For the future, what are your professional projects ?
Beverages (especially coffee and tea), desserts and fast-moving consumer goods have always been my favorite categories. These products are very close to consumers and may integrate into their lives.
I’m fulfilled to see my work displaying in supermarkets or online shops, and it means a lot to me, even more than winning a design award.

What do you like the most in your job ?
Basically, I enjoy the whole project process from concept to design vision and copywriting, because I am doing what I love.
When I think about something that resonates to the core of my design, that would be my favorite part. Sometimes I put myself in the role of a storyteller, telling a story visually on the product packaging, inviting consumers to taste and to enjoy the product.