Somchana Kangwarnjit，泰國(guó)平面設(shè)計(jì)協(xié)會(huì)（ThaiGa）董事會(huì)成員，泰國(guó)包裝設(shè)計(jì)協(xié)會(huì)（ThaiPDA）主席。他經(jīng)常受邀擔(dān)任國(guó)際設(shè)計(jì)大賽如PENTAWARDS，Core77設(shè)計(jì)大獎(jiǎng)，亞洲學(xué)生包裝設(shè)計(jì)大賽（ASPAC），Topawards亞洲，DeMark，Dremel，SME獎(jiǎng)等的委員會(huì)或評(píng)審團(tuán)成員，并經(jīng)常作為許多出版商的客座專(zhuān)欄作家，客座名人設(shè)計(jì)師和一流大學(xué)的教授。此外他一直經(jīng)營(yíng)著自己于2009年創(chuàng)立的公司——Prompt Design，通過(guò)在策略和設(shè)計(jì)執(zhí)行上提供新的經(jīng)驗(yàn)以幫助他的客戶(hù)建立品牌和業(yè)務(wù)。

Somchana Kangwarnjit

Narkii：

泰國(guó)設(shè)計(jì)業(yè)為設(shè)計(jì)師們提供了怎樣的環(huán)境呢？

What kind of environment for designers does design industry provide in Thailand?

Somchana：

在泰國(guó)，主要是以下兩大途徑。

1）這里有許多設(shè)施/中心，可以讓人們通過(guò)展覽，研討會(huì)獲取靈感和創(chuàng)造力，其中有些提供了豐富的資訊供搜索獲取知識(shí)。泰國(guó)創(chuàng)意與設(shè)計(jì)中心（TCDC）就是這樣的地方中最著名的例子。

2）也有一些中心可以幫助對(duì)接企業(yè)與設(shè)計(jì)師或是商貿(mào)配對(duì)，比如泰國(guó)工業(yè)設(shè)計(jì)中心（Thai IDC）。

In Thailand there are two major approaches.

1) There are facilities/centers that help people getting their inspiration and creativity through exhibitions, seminars, and some of these places have very good resource for researching and gaining knowledge. Thailand Creative and Design Centre (TCDC) is the most well-known example of such place.

2) There are centers that help building networks of entrepreneurs and designers or business matching, for example, Thailand Industrial Design Centre (Thai IDC).

Narkii：

作為泰國(guó)包裝設(shè)計(jì)協(xié)會(huì)主席，您身上最大的職責(zé)是什么呢？

As the President of Thai Package Design Association, what is your largest responsibility?

Somchana：

我最大的職責(zé)就是要匯聚所有成員，平衡他們的需求，在所有相關(guān)的網(wǎng)絡(luò)中創(chuàng)建聯(lián)系，讓大家可以互相幫助，滿(mǎn)足全球的標(biāo)準(zhǔn)。我相信這些是改善泰國(guó)設(shè)計(jì)產(chǎn)業(yè)必要的舉措。

My biggest responsibility is to bring together and balance the demands and needs of all members, and try to create linkages between all relevant networks, so that we could help each other to meet global standard. I think that these are essential movements for improving package design industry in Thailand.  

Here Sod-T-shirt Packaging

Narkii：

泰國(guó)富有自己的文化底蘊(yùn)，這對(duì)于設(shè)計(jì)走向國(guó)際，是一種局限還是優(yōu)勢(shì)呢？

Thailand has rich culture. Is this a limitation or an advantage for design to go international?

Somchana：

顯然這是一種優(yōu)勢(shì)。泰國(guó)設(shè)計(jì)師總是學(xué)著將泰國(guó)文化與國(guó)際文化結(jié)合起來(lái)。這讓他們的作品顯得獨(dú)特，這種獨(dú)特性也很有意思。

It is clearly an advantage. Thai designers always get to learn how to combine Thai culture with international cultures. This makes their work unique, and such uniqueness is always interesting.

Narkii：

Prompt Design服務(wù)許多國(guó)際品牌，而不同國(guó)家有不同的文化背景思維等，這其中最大的難點(diǎn)是什么？

Prompt Design provides service to many international brands with different culture background, thinking pattern and so on. What is the hardest part in this process?

Somchana：

我們強(qiáng)調(diào)洞察消費(fèi)者未得到滿(mǎn)足的需求的重要性。我們盡力去明白他們?cè)谙胧裁?，并將這種洞察力視作為他們做設(shè)計(jì)的寶貴資源。與外國(guó)客戶(hù)合作，總是面臨一些阻礙，主要是文化、傳統(tǒng)、生活方式以及思維方式的差異。為了克服這些阻礙，我們就得盡力去洞察消費(fèi)者。

We emphasize the importance of getting consumer insight to find the unmet need. We strive to find what do they actually have in mind, and take that insight as valuable resource for creating designs for them. In working with foreign clients, we always face some barriers, which are mainly, differences in culture, tradition, lifestyle, and ways of thinking. We always do our best to find consumer insights in order to overcome those barriers.    

ADDA-container-box-packaging

Narkii：

您常受邀擔(dān)任各種國(guó)際設(shè)計(jì)大賽的評(píng)委，您認(rèn)為好設(shè)計(jì)是什么樣的？ 

As you are often invited to be a jury in international design competitions, how do you define a good design?

Somchana：

每個(gè)大賽都有自己的標(biāo)準(zhǔn)。我個(gè)人只有一個(gè)偏好，就是“新穎/獨(dú)創(chuàng)”。我看重新的從未出現(xiàn)過(guò)的設(shè)計(jì)。怎么知道一個(gè)設(shè)計(jì)或想法是否新穎呢？我總是能知道，因?yàn)橐坏┪铱吹搅诵路f的作品，它總能激勵(lì)我想出許多更進(jìn)一步的方式。

Each competition has its own set of criteria. I only have one personal preference, which is ‘New/Original’. I value designs that are new and never happened before. How do I know whether the design or idea is new? I always know, because once I see that new/original piece, it could inspire me to think of many ways I can take it further.

Narkii：

現(xiàn)在科學(xué)技術(shù)一直在飛速發(fā)展，您如何包裝設(shè)計(jì)的發(fā)展趨勢(shì)是什么呢？

Since nowadays science and technology are rapidly developing, what is the trend in package design as far as you can see?

Somchana：

針對(duì)包裝設(shè)計(jì)的趨勢(shì)，我可以分成兩類(lèi)，一，未來(lái)包裝設(shè)計(jì)的趨勢(shì)；二，未來(lái)包裝設(shè)計(jì)師的趨勢(shì)。

對(duì)于第一種，在可預(yù)見(jiàn)的將來(lái)，我們會(huì)看到品牌們付出更大的努力在環(huán)保以及新材料的包裝上，因?yàn)槿缃袢藗冋J(rèn)為包裝最終只能變成垃圾，加劇地球的負(fù)擔(dān)。

對(duì)于第二種，現(xiàn)今及未來(lái)的人工智能（AI）將迫使我們需要對(duì)我們的職業(yè)有更深的認(rèn)識(shí)。AI開(kāi)發(fā)者想要簡(jiǎn)化我們中一些人正在從事的工作，讓我們的生活更加方便，因此，設(shè)計(jì)師必須拓展知識(shí)，確保對(duì)于自身從事職業(yè)有深入的認(rèn)識(shí)。

For package design trend in particular, I could divide into 2 categories, which are 1) trend of future package design and 2) trend of future package designer. 

For 1) trend of future package design, in the foreseeable future, we could expect to see greater effort of brands in developing packages that are environmentally friendly and a lot of new materials will be introduced to package design industry because people nowadays think that packages only turns into garbage, and put greater burden on our planet. 

For 2) trend of future package designer, the creation of artificial intelligence (AI) today and in the future will force all of us to get more in-depth knowledge about our professions. AI developers aim to simplify the tasks that some of us are doing now and make our lives more convenient, that is why designers have to expand their knowledge and make sure they possess in-depth knowledge about what they do.  

Pentawards頒獎(jiǎng)現(xiàn)場(chǎng)

Narkii：

您曾將成為泰國(guó)包裝設(shè)計(jì)協(xié)會(huì)（ThaiPDA）主席作為一個(gè)挑戰(zhàn)，在您的設(shè)計(jì)生涯中，是否一直在挑戰(zhàn)各種事物？接下去的挑戰(zhàn)是什么呢？

Once you took being the President of ThaiPDA as a challenge. Is it right that you keep challenging various things during your career? What is your next challenge?

Somchana：

我的下一個(gè)挑戰(zhàn)就是保持學(xué)習(xí)，分享我的知識(shí)，最重要的，幫助下一代取得更大的成功。

My next challenge is to keep learning, share my knowledge, and, most importantly, help the next generation to achieve greater success.

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