Bing dwen dwen has surpassed the Mascot Fuwa of 2008 Beijing Olympic Games, and its global popularity indicates that it will still be a popular IP after the Beijing Winter Olympics in 2022. Bing dwen dwen, Beijing people even stood in line for hours.
“It became so popular that our team didn’t expect it.” Bing dwen dwen Bing dwen dwen, Cao Xue, Professor of Guangzhou Acmdemy of Fine Arts design team, said in an exclusive interview with the first financial reporter in February 11th. “When the global debate is on the ice pier, I calm down.”
During the ten month creative period, the design team did not neglect. In the social media network dissemination, ice pier pier “out of the circle”, beyond the Winter Olympic Games and sports category, such a result is not thought of.
Bing dwen dwen, Cao Xue said that some economists and biologists are also concerned about the heat of the ice pier. Therefore, Bing dwen dwen out of the design circle, please ask the outside circles to consult the phenomenon and logic of the “ice pier” fever. He believes that China needs to cultivate more creative cross-border talents to move from large-scale manufacturing to large-scale design.
thinking “out of the circle”, products can “out of the circle”
Different from the experts who have been teaching in the college, when Cao Xue came to Guangzhou from Nanjing more than 20 years ago, she first worked in Guangdong advertising company and then taught in Guangzhou Academy of fine arts. This experience gave him a sharper grasp of the direction of market demand.
“I first go from college to enterprise, and then back to college.” Cao Xue said that when he was young, he was admitted to Wuxi Light Industry University (now Jiangnan University) from Nanjing and stayed to teach. In 1999, Cao Xue was invited to join Guangdong advertising company, where he worked for seven years and gained rich experience in the front line. In 2006, he received the “olive branch” from Guangzhou Academy of fine arts and returned to teach in Colleges and universities.
Cao Xuegang has just stepped down as the dean of the school of visual design of Guangzhou Academy of fine arts and has been engaged in design education for 30 years, focusing on visual communication design. He is invited to give lectures all over the country every year. He has lectured at Huawei three times, Tencent twice on precision design and Iflytek Co.Ltd(002230) on design thinking.
“Not doing business” and breaking the border have brought a new vision. The original team of Bing dwen dwen is from the visual design specialty of Guangzhou Acmdemy of Fine Arts, and used animation 3D rendering techniques in the design process. Cao Xue said that if you are a student majoring in animation and marketing, can you run next door and plug your feet into other majors. “If you’re out of the business circle, you can’t get out of the business circle.”
Bing dwen dwen extends to the surrounding area for the two extension, and there is still regret .
Bing dwen dwen is hard to find in the market, and realizes the perfect combination of Commerce and artistry. In Cao Xue’s view, there is a logical progressive relationship between culture, artistry and commerce, and the seamless connection between the three can produce good works.
Culture refers to content and artistry refers to means. “We should tell Chinese stories well, not just Chinese stories.” Cao Xue said that pandas are an element of Chinese culture. The design team printed hundreds of panda pictures and pasted them on the wall, not for imitation, but for separation. China’s ice cube panda Bing dwen dwen is confirmed by checking weight. “Bing dwen dwen is more beautiful than Plush panda dolls, because it has ice shells, and it is seamlessly connected with commercially because it looks good.”
Formal beauty and regularity cannot escape the unity of contrast. Cao Xue said that Bing dwen dwen combines cold and warm, hard and soft, transparent and opaque, smooth and plush, which is nice and fun. Moreover, its ice shell is not for separation, because it is doing ice and snow sports (wearing a “ski suit”). “You can’t paint a snake and add feet. There’s a trick to telling a good story.”
After the birth of an IP image, peripheral products can be extended for the second time. Cao Xue believes Bing dwen dwen has some regrets in this respect. Bing dwen dwen is a simple example. Instead of simply sticking a sign sticker, it can create two times, such as making a zipper ring on the ice pier, sliding its skateboard or skate, and opening the schoolbag.
from “Animation Industrialization” to “Animation Industrialization”
Unlike Cao Xue city’s Bing dwen dwen, LOGO, who designed the Guangzhou City pier, he did not lead a single mission but led a team of 14 people, including teachers and students, to accomplish the glorious mission. From this perspective, Bing dwen dwen’s success is the result of the division of labor in the design industry.
“Design is not pure art, not an end product, it is a medium.” Cao Xue said that the form, concept and ecology of design have changed. In the new era, there are too many things that cannot be completed independently by relying on the original majors and industries. He once wrote in the preface of a student’s graduation design exhibition that “the boundary of disappearance” – there is no boundary in the world, so he came to talk about cross-border.
As a designer, Cao Xue does not read design books in her spare time, but listens to lectures by economists and philosophers and watches the BBC’s nature documentary, the so-called “Tao follows nature”. An economist once said, who designed the cruise ship at sea? It’s not designed by engineers, it’s designed by the sea. “We design a mascot for China. The sea is the market.”
That year, Americans inadvertently parked trucks and trucks together, resulting in the idea of pickup trucks. Cao Xue said, “the new combination of old elements is a means of creativity.” Pandas and ice shells have been seen. The combination of the two has never been seen before. The re integration may bring a new market.
In order to realize the industrialization of animation, the number of students studying animation design in China has increased significantly, and some students are difficult to find jobs. Cao Xue suggested that we can change an angle and do “industrial animation”, because animation is not a work of art, but a way of expression. For example, a stapler can be designed so that animals open their mouths.
Market changes and social changes have brought new thinking to higher education. Cao Xue believes that in the past, teaching students to have the ability to find and solve problems is now to cultivate students to have the ability to create and build problems, which is actually a manufacturing demand.
consider “shape like”
China is already a big manufacturing country. At present, it is trying to export its own brand products overseas, which is inseparable from innovative brand design and product design. How can China move from big country manufacturing to big country design?
Cao Xue believes that the design has two levels. First of all, we should be considerate and humane. China’s only child for several generations lacks the awareness of transposition thinking and serving others. We should “make up” for these generations to make the design meet people’s needs. Secondly, metaphysically, there are many problems in aesthetics, and aesthetic power is the ultimate competitiveness in the future. “Children suffer when they live in a space lacking an aesthetic environment”. Can we find appropriate methods to guide students at the spiritual level?
When talking about the future development trend of China’s design industry, Cao Xue said, don’t add icing on the cake, you should do something to create value. “Before designing the shape, whether we can consider the shape first. For example, pickup truck is a new shape.”
“We should move forward according to the invisible baton of social and market changes.
”He said that some students are complacent when they design new concept cars. Who says the future travel mode of mankind must be a car? Can new travel modes be designed?
Teachers are no longer leaders, but promoters. They used to be in the front and now in the back; In the past, we taught knowledge, but now we promote students to construct problems. For example, designing communication tools may not be mobile phones. “Uncertainty in the future is certainty.” Cao Xue said.
suggestions for young designers to “have a high vision and a low figure”
In terms of design, in the past, China had the mentality of worshiping foreign countries and fawning on foreign countries, but in recent years, Chinese local design has slowly risen. How can China design more China Bing dwen dwen, which has both Chinese characteristics and open and tolerant products?
Cao Xue believes that designers should really understand the context of China, rather than adding some Chinese elements superficially. Despite the changes of the times and lifestyle, designers still have to be determined. When others look for elements of change, can you find a way to respond to changes with constancy? Design should be done in the way that Chinese people watch and express the world.
For example, the household lighting system is weakened by the distraction of large, medium and small screens and the reduction of people in the living room. LED lamps on sofas and at the head of beds and products with charging function came into being. They are no longer chandeliers and table lamps. Therefore, China’s lamp design cannot be simply modified on the basis of foreign product modeling as before. For example, other people’s glass lamp modeling has three leaves and you have five leaves, but should carry out creative innovation after understanding Chinese culture.
“Communication can change people’s attitude, and design can change people’s behavior.” Cao Xue hopes that the design community will take the initiative to design things that sell the society and the market. For example, garbage classification cannot rely solely on publicity, but should pay attention to how people in different living environments (living in high-rise or flat floors) throw garbage, find the nodes, and then consider the solution. “Design at the turning point, get twice the result with half the effort”.
At the end of the interview, Cao Xue, who is willing to train new people, gave two suggestions to the majority of young designers. The first sentence is cruel – not all young people are called houlang. Do people and things well first. If you want to surpass your predecessors and peers first, the spirit of service and doing something should be raised. Instead of just learning computers well and drawing lines well, you should also learn to care for others.
“In addition, the designer should have a high vision and low figure. Don’t develop the artist’s temper.” Cao Xue reminded.
