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Session 3: Design Talent
The first afternoon session began with a glimpse into life as a student under Ed Wong, also a lecturer in his role as Director of Transportation Design at the China Central Academy of Fine Arts (CAFA). "I don't think there is a problem to find talent in China – it's more a problem of nurturing the talent," said Wong.
He trains students the old-fashioned way, giving them hands-on experience of making clay models, applying gel coats and even painting speed forms. Students also need to work using different materials and master the art of packaging, he said. More than anything, though, Wong emphasized that these students are the market of the future. "I am learning from them; they are teaching me what they want," he said.
In the Q&A session that followed, however, representatives from several automakers complained that young Chinese designers are unable to take the disappointment when their designs are not chosen, prompting them to leave and join rival companies. Simon Loasby, Design Director for Volkswagen China, agreed, and called for tutors to teach young designers that disappointment is part of being a designer and that one has to persevere.
Phillip Michel, Managing Director of PAE Design Talent, added that companies could retain designers by providing them with the opportunity to develop a positive feel for the automaker – by organizing driving experience days or even driving licenses, as many young designers have never driven a vehicle.
Hideichi Misoni, President and CEO of Tecno Art Research in Japan, followed that up by sharing his concerns over the "fundamental capabilities" of young designers. "They can do very nice renderings in Photoshop but cannot make them into 3D shapes," he said, pointing out that this leads to problems in the clay modeling stage. Copy and paste designers just cannot do 3D, he concluded.
Session 4: The C-Factor
Chief Designer for China / ASEAN programs at Ford Motor Company, Chelsia Lau, was first to the lectern in Session 4. She asked panellists to define their understanding of ‘C-factor' (China's answer to Japan's J-factor) and decide whether a true C-factor vehicle is likely to be seen any time soon.
Ning Xiao, Director of Styling Center, GAEI (GAC Automotive Engineering Institute / Guangzhou Automobile Co.), stressed that the introduction of Chinese elements to a design does not change the entire vehicle. Foreign designers often dress western products in eastern attire and expect the product to be transformed; an Italian lover may wear Chinese attire but that does not make the person Chinese, he added by way of comparison. To create a car for the Chinese, designers must be able to speak the language if they are to understand the culture, he stated.
Wulin Gaowa, Senior Designer at Beijing Automotive Technical Center (BATC), reiterated that the western concept of what being Chinese means, is often very different to that of a person actually born in China. "The Chinese roots are based on core ancient Chinese philosophy," she said. "We had an Emperor for thousands of years, so this is a major influence for normal civilians." The color yellow was used only by royalty, so gold and yellow hues are much sought after by the Chinese, she pointed out.
Circular shapes, meanwhile, are associated with celestial bodies such as the sun, moon and stars, which always move in a circular motion – invoking a feeling of continuity and calmness, Gaowa explained. "In China none of my bosses like small headlights – something to do with the culture of liking big eyes," she said. In fact the word "big" – "da" in Chinese – is a symbol of royalty and power, whereas small represents poverty. This explains China's love of long-wheelbase vehicles such as the Audi A6 L.
Richard Chung, Vice President, Industrial Design, Consumer Research & Product Communication at Johnson Controls Asia Pacific, was the final speaker of the day. He asserted that C-factor is all about finding the elements that appeal to the Chinese buyer, and underlined the importance of 'FUNCSONALITY' – the point at which function and personality come together. He also stressed the importance of gaining loyalty in China by adapting to the market, using as an example the fast-food chain KFC, which changed its products to suit local tastes. "Chinese consumers care about pretty much what everyone else does," he said – namely good design, value for money and cultural respect.
[Read our report on the Interior Motives China Conference 2010 – Day 2]
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Related Websites:
http://china.interiormotivesconference.com
www.interiormotivesconference.com
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