Interview with designer jeffery yap (jy), regarding views on design, and for the award-winning design Innotivo-Born to Impress Packaging Design.

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Interview with jeffery yap at Sunday 13th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
jy : This packaging design was to represent the Brand's (INNOTIVO) core value, the brand of Innovative Intelligence, basically the design was set to be slick, simple and futuristic way.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
jy : when i started to create the brand identity, my art direction for the product packaging is to have a futuristic and also solid visual impact design that fits the product functionality,

DI: What are your future plans for this award winning design?
jy : I am seeing myself to be more participative in engaging unique brands and companies around the world in enhancing their product and packaging to be recognise as a franchise identity. That will be so much fun!

DI: How long did it take you to design this particular concept?
jy : within 48 Hours because it was rushing for the production dateline.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
jy : I was given alot of freedom in coming for this design as the client allowed me to, this is a gadgetry product so what i pursued was simplicity, luxury and performance design.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
jy : It was only done for my client only, but i will be willing to work with any potential client that are looking to improve their gadgetry packaging design and transformed to be a franchise best seller.

DI: What made you design this particular type of work?
jy : It's the passion i have for design, not particularly in just packaging but the vision to see the entire functionality and positiveness in it.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
jy : I am always in the habit of looking and understands other designer works from websites, and when you have seen enough and thought through with your own concept, you have your own style of designing.

DI: Who is the target customer for his design?
jy : Target Audience from 18 and above who is frequently a online consumer that values safety driving on the road and technology savvy consumers

DI: What sets this design apart from other similar or resembling concepts?
jy : This Product and Packaging design was top of the category comparing to the retail selling ones or direct ebay sellers, that's nothing come close to this design as i have initially done the research before i created this design

DI: How did you come up with the name for this design? What does it mean?
jy : A Successful brand must not only focus on the product itself, i valued in building brand equity and product relevancy and practicality at the same time, the name, INNOTIVO is a brand for all the cool and latest gadgets with great design products and trendsetting packaging design that helps customers understands the brand better and simpler.

DI: Which design tools did you use when you were working on this project?
jy : adobe softwares.

DI: What is the most unique aspect of your design?
jy : It's a retail yet online selling ready product packaging, i realise some packagings are too commercialise and lack of eye-grabbing attention which it's hard for consumer to differentiate from the brands, but this one does stand out from the rest of the competitors with the combination of precise branding, quality product and user friendly packaging design.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
jy : Yes, i have been working with suppliers in china in specialising and come out with this model of packaging.

DI: What is the role of technology in this particular design?
jy : it's a bio-degradable design which is eco-friendly for recycling.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
jy : i did have meetings with my china supplier to figure out the best way to produce this design, and also comparing the flaws from the samples that other competitors did, then come out with the best solution, it was purely a pleasure to work by considering not just design but also practicality aspects.

DI: What are some of the challenges you faced during the design/realization of your concept?
jy : it the matter of finding balance in simplicity and sophisticated in the designing and most importantly user-friendly in terms of the instruction printed on the packaging.

DI: How did you decide to submit your design to an international design competition?
jy : It was the sales quantity that amazed me, it was sold nearly 5000 units in 5 days, so i decided to submit this design to A Awards.

DI: What did you learn or how did you improve yourself during the designing of this work?
jy : Balance, practicality and user-friendliness

DI: Any other things you would like to cover that have not been covered in these questions?
jy : No, thank you so much