包装设计界奥斯卡Pentawards访谈左和右创意

Q:您有提到，在左和右创立的初期您是同时提供创意设计和包装生产的服务，您认为身为一个提供多重服务的公司，所面临的挑战是什么呢？

A:左和右的服务范围包含包装设计和包装生产。但在中国侧重包装生产的公司往往难以收取匹配设计价值的设计费，他们认为左和右公司的价值仅仅体现在包装的制造上。在公司成立初期我们面临的最大挑战便是如何向客户证明我们既能制造精美的包装也能出品优质的包装创意设计。值得欣慰的是，通过参加知名设计比赛并持续的赢得诸多奖项，我们改观了客户的偏见，让客户重新认识到左和右创意也是一家有实力的创意型设计公司，并争取到了更多知名品牌方的合作。

At the beginning of Left and Right, you are providing both creative design and packaging production services. What do you think is the challenge for a company that provides multiple services?

Our service including packaging design and manufacturing. However, in China, if you are a manufacturer, it’s very difficult to charge your client design fees matching the design value, as they only see you as a manufacturer. The biggest challenge, in the beginning, was to prove our client that we can make an exquisite gift box and provide outstanding creativity for the design. Fortunately, through constantly participating in international competition and win awards, we’ve changed the client’s perspective on us and let them know we are a professional design company, which help us to collaborate with more brands who appreciate the value of good design.

Q:您在创作时的灵感从何而来？

A:对我而言设计犹如空气一样不可或缺，是我每天生活的一部分。无论何时何地，或看见的或听到的，与包装设计有所关联的我都会保持敏感，保持思考。我有一本黑色的记事本，它就像我的一座私人宝藏，里面会随时记录平常生活中突然想到的一些有趣的创意。在项目创作的时候，平常积累的这些灵感能提起到很大的作用。

Where did your inspiration for your design come from?

Design is like the air, that I can’t live without, it’s part of my life. No matter where and when I always look for inspiration from what I see and hear in my daily life and put them into my little black book. It’s like a secret weapon which helps me to come up with ideas.

Q:您为什么会想参与这个比赛？

A:Pentawards在全球包装设计领域中被认同为最顶级最权威的奖项，是包装设计界真正意义上的“奥斯卡”。它在全球包装设计师心目中占据着极为重要的地位。于我个人而言，设计是一条没有终点的路，必须时刻以求学者的心态不断去学习并提升专业知识才能走得更远，而Pentawards奖项就像一块试金石，可以更好的验证自己的学习是否有长进，并从中积累更有效的设计经验让专业变得更好。于公司而言，参加Pentawrds并赢得奖项是公司对外展示设计能力的一种最佳方式，我们可以更好的吸引客户的关注，并争取赢得更多合作的机会。

Why do you want to enter the award?

Pentawards is the most authoritative award in packaging design, it’s like the Oscar of packaging design. It means a lot for a packaging designer. For me, design is an endless learning path, you must always learn and improve your professional knowledge in order to go further. Participating in Pentawards can better verify whether your learning has progressed and accumulated design experience effectively. For the company, participating in the Pentawards and winning the award is a good way for the company to showcase its design strength. We can better get the attention of customers and gain more opportunities from potential clients.

Q:您到目前为止最骄傲的作品是哪一个？跟我们谈谈它的故事吧。

 

A:《猪大叔老腊肉》是我比较喜欢的设计作品，它代表我与众不同的思考方式和设计源于生活的细心观察。这个设计灵感来源于中年大叔的成长故事，也是本人对心态日益老成的有感而发，可以说我就是猪大叔的原型。“老腊肉”这个词一语双关，在中国有两种含义表达，一是指猪肉腌制后的加工食品，另一种是指长相成熟富有内涵的中年大叔。包装设计提炼了“历经时光，品位老道”的概念，把两种不同的含义进行了关联，将猪宝宝变成猪大叔的成长过程和手工腌制老腊肉的制作过程进行了一一对应的创意设计，讲述了一个“老腊肉制作记 & 猪大叔成长记”的故事。这个作品正是因为我常常对生活保持敏感和观察，因此在短短的三天时间便独自完成了整个包装概念、文案策划和创意设计。

Which design is your proudest one? Tell us its story!

Uncle Pig’s Old Bacon is my favourite design so far. It’s inspired by my own life experience; we can say that I am Uncle Pig. Old Bacon – the word has two meanings in China, one is pork that’s been cured and smoked, the other one refers to a mature man with stories. This packaging design links the meaning of both, it’s a story about how a baby pig grows into uncle pig and shows the process of making the hand-cured old bacon. This idea comes from my observation towards life and the inspirations I had in the little black book, which only took me three days to complete.

Q:从公司五年前刚成立到现在成为pentawards比赛的常胜军，您认为比赛为您带来了哪些改变？

A:第一次参加Pentawards并赢得铜奖是在2014年，那是我大学毕业后从事包装设计职业的第三年。在工作中常常会遇到项目难题而怀疑自己的设计天赋。所以当得知作品获奖后我非常的激动，当时我足足与朋友通话了一个小时来分享这个让人振奋的好消息，要知道每年全球投递的几千件作品中pentawards每一个子类别仅仅产生一金两银两铜，甚至没达到获奖标准而出现奖项空缺，评审严苛堪比百里挑一。Pentawards 2014年中国的获奖设计师大约只有12个人，我是其中最年轻的设计师，因此被现在的联合创始人陈德印先生所关注，并受其邀请共同成立了左和右创意。并接着在2015年赢得一项银奖，2017年赢得一项铜奖，2019年赢得两金一银。可以说正是受到Pentawards的影响，让我更坚定的热爱设计并有机会开启了一份包装设计事业。

Since you started your company five years ago until now you have become a regular winner of Pentawards. What changes does the competition bring you?

The first time I won a bronze Pentaward was in 2014, the third year I had been working in packaging design since I left university. I often doubted my talent in design when I was working on some projects back then. Therefore, when I knew I became a winner of Pentawards, I was thrilled and gained more confidence in my design work. There were only 12 Chinese designers who won Pentawards in 2014, and I was the youngest independent designer among them all. That’s the moment my founding partner invited me to start the Left and Right Packaging Design with him. After that, I received one silver in 2015, a bronze in 2017 and this year I won two golds and one silver Pentaward. Because of Pentawards, I was assured that packaging design is my passion.

Q:在中国，深圳是包装设计与生产的重地，您是如何保有自己的竞争力？

 

A:深圳是中国的设计之都，包装设计的氛围非常好，这里汇聚了许多有实力的设计师，我常常寻找机会去认识他们并和他们聚在一起共同交流和学习国际前沿的设计理念，也常常关注国外优秀的设计师并保持交流与学习，以保自己的设计思维具备前瞻性和竞争力。简单来讲，热爱学习是我保有竞争力的唯一武器。

In Shenzhen, China is a major town for packaging design and production. How do you stay competitive?

Shenzhen is the design capital of China, especially for packaging design. Here we have many talented designers. I always look for the opportunity to network with them, which helps us exchange ideas and learn the most cutting-edge techniques or design concepts. This exchange allows me to stay up-to-date and always think out of the box. Long story short, the passion for learning is the only way that can help you stay competitive. 

Q:您对于公司未来对期许是什么？发展的重心是什么？

A:左和右的发展重心依然会专注于“酒水•食品•饮料•茶”领域的高端品牌包装设计，让创意为产品赋能，提高产品销售的市场竞争力。对于公司未来的期许我希望的是不断出品更高质量的设计作品，为更多的中国品牌提升价值。

What is your expectation for the future of the company? What is the focus of development?

The development focus of the left and right will still focus on the packaging creative design in the field of “drinks, food, beverages and tea”, so that creative design can empower the products and enhance the market competitiveness of the products. For the company's future expectations, I hope to continue to produce higher quality design works and enhance the value of more Chinese brands.

Pentawards专访官网原文连接：https://pentawards.com/2019/en/node/newsitem-zhou-jingkuan-founder-of-shenzhen-left-and-right-packaging-design