With its subtle and condensed shape and light but ambient colors, Yamaguchi's design is like a cup of light tea, one sip at a time, and the more it is percolated, the more flavorful it becomes.

Born in 1988, Yamaguchi grew up in Fukuoka Prefecture, Kyushu, Japan. Interested in hip-hop and graffiti art, he was introduced to the culture of letters used in a decorative way, and gradually became interested in design and had the idea of becoming a graphic designer. He graduated from Tokyo University of the Arts with a degree in design, and when he talks about what he learned during his studies, he says, "I was always told not to just think with my head, but to do it with my hands. It doesn't matter if the concept is attached to it later. Sometimes, in the workplace, it's convenient to attach the concept afterwards. For example, when creating a logo, it is not too easy to be bound by the concept up front, but often to set the shape first. In this way, there are no unnecessary restrictions at the beginning of the idea, and you can explore various forms, and in the process, you often make a lot of new discoveries."

At the same time, Yamaguchi also says, "What I found interesting while studying design was that I suddenly realized that almost everything around me was born out of design. Before studying design, I thought that only so-called trendy or decorative things were designed. As I learned more and more, I came to understand that everyday objects are always being designed, and that seemingly simple designs are actually more difficult to create because of the need to reduce excess content and consider how to use white space in just the right way."

Yamaguchi's knowledge of design is evident in many of his works. For example, his promotional card for the antique store MilkHall uses different pop colors available to customers and presents the pattern in a concise, uncluttered way, embedding a vivid sense of fun in the act of passing on shopping.

The packaging design for whole pickled cucumbers is also an impressive work by Yamaguchi to date. By consciously showing the fresh green color of the cucumber, the customer is able to get the impression that it looks "delicious" when buying it, and the simple and concise shape speaks directly to the content. The use of hot stamping on the title enhances the quality and makes the product stand out on the sales floor. About the design, Yamaguchi says, "It was actually a commercialized work after I won a competition when I was a student.

It was a student work, so when I go to look at it now, I can feel that there are a lot of immature parts. But I like the powerful visual effect it gives when I see it for the first time. Even now, when I work as a designer myself, I still have the feeling that I can't surpass this packaging design anymore. Of course, every day I work on it and don't want to lose to my student self." In fact, Yamaguchi has achieved good results among the new generation of designers, winning awards including the 2015 JAGDA Awards Student Category Excellence Award - Takashi Sato Award and selection awards from top design awards such as the Toyama International Poster Triennial, TDC and JAGDA.

Speaking about the present, Yamaguchi said, "We are now in the digital age. The hand-drawn style used to be the mainstream, but now there are more expressions that are created using digital devices. The output of design used to be mostly paper-based, such as posters and books, but now it is increasingly used only for the screen. Creation and presentation are also more often done on screen only, so there are more and more design projects that are created with constant attention to how attractive they can look on the screen."

Article Source:艺术与设计

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