Interview with Antonia Skaraki

Winner of Packaging Design Awards

Award Winning Designer Antonia Skaraki shares insights


Interview with Antonia Skaraki at Tuesday 2nd of May 2017:

DL: Could you please tell us a bit about your design background and education?
AS : I studied Visual Communication and Advertisement – graphic design in Vakalo. I worked as head of the art department in several magazines and as a creative director in Able Communications. I was a co-founder of Design Lab where I served as V.P., I organized the Athens Design Games with Dimitris Fakinos at a biennale of Greek artists. I founded Karamella advertising in 1993 and in 2000, when the company became S.A. I served as a V.P. In 2005, I participated in the European Community Equal program with the project Andromeda – Actions against racial segregation in workplace environment. I regularly participate as a keynote speaker at meetings and conferences on issues concerning Branding and modern concepts of tourism. Recently I held a personal exhibition in my hometown Chania, Crete called: 14 Stories 14 Routes Local & Global identity (branding).

DL: What motivates you to design in general, why did you become a designer?
AS : Design is a matter, or state of being. Being happy, being self-content, being sad, being creative, being communicative, in harmony and being expressive. Design is a form of expression.

DL: Did you choose to become a designer, or you were forced to become one?
AS : Natural born designer.

DL: What do you design, what type of designs do you wish to design more of?
AS : Branding is “The Thing” for me but whatever is challenging is welcome. If it’s challenging, bring it on.

DL: What should young designers do to become a design legend like you?
AS : Work – passion - work

DL: What distinguishes between a good designer and a great designer?
AS : The great designer has failed a lot more times than a good designer. Moreover a great designer never rests upon her/his success.

DL: What makes a good design a really good design, how do you evaluate good design?
AS : Being something unique and something that not only the professionals appreciate but also the whole world.

DL: What is the value of good design? Why should everyone invest in good design?
AS : Because a good design says a 1000 different things with a glimpse of an eye.

DL: What would you design and who would you design for if you had the time?
AS : My country

DL: What is the dream project you haven’t yet had time to realize?
AS : My country

DL: What is your secret recipe of success in design, what is your secret ingredient?
AS : Having the correct team, having a close relationship with them and always challenging ourselves. Teamwork is the founder of a good strategy. Marketing is a fluent knowledge of every segment and market. All of the above contribute to the almost prefect design, because perfection is rarely achieved.

DL: Who are some other design masters and legends you get inspired from?
AS : Le Corbusier, Gaudi, Philippe Starck, Vivienne Westwood.

DL: What are your favorite designs by other designers, why do you like them?
AS : Can’t tell.

DL: What is your greatest design, which aspects of that design makes you think it is great?
AS : Karamella’s corporate brochure where in a very big size 6 Greek rooted, universal words where illustrated: Philosophy, Monogamy, Euphoria, Metamorphosis, Polyphony, Harmony. This depicted the relationship of the designer with his work.

DL: How could people improve themselves to be better designers, what did you do?
AS : Analyzing the needs, grasp them and then implement them. Symmetry and harmony with the brief.

DL: If you hadn’t become a designer, what would you have done?
AS : I’d cook.

DL: How do you define design, what is design for you?
AS : Everything. Symmetry, passion, life, beauty.

DL: Who helped you to reach these heights, who was your biggest supporter?
AS : My mentor, Hristos Arvanitis, designer.

DL: What helped you to become a great designer?
AS : My endless passion for what I do.

DL: What were the obstacles you faced before becoming a design master?
AS : My effort to try to convince my senior colleagues to allow me express my suggestions.

DL: How do you think designers should present their work?
AS : There should not be any kind of norms. Every project is directly related with its designer and presented according to her/his personality. This the magic when we exhibit our work.

DL: What’s your next design project, what should we expect from you in future?
AS : Can’t tell, it’s confidential.

DL: What’s your ultimate goal as a designer?
AS : To keep inspiring my co-workers.

DL: What people expect from an esteemed designer such as yourself?
AS : To always challenge and overcome their expectations.

DL: How does design help create a better society?
AS : Design = image Design = positioning Design = communication Design = attitude

DL: What are you currently working on that you are especially excited about?
AS : Can’t tell.

DL: Which design projects gave you the most satisfaction, why?
AS : Every project gave me and still gives me great pleasure.

DL: What would you like to see changed in design industry in the coming years?
AS : The design community as whole should be allied.

DL: Where do you think the design field is headed next?
AS : It all begins with an idea.

DL: How long does it take you to finalize a design project?
AS : We don’t know how long it takes for the spark to light up.

DL: When you have a new design project, where do you start?
AS : From the inspiration/concept

DL: What is your life motto as a designer?
AS : Seize the day

DL: Do you think design sets the trends or trends set the designs?
AS : It’s a mix.

DL: What is the role of technology when you design?
AS : It’s our direct ally.

DL: What kind of design software and equipment do you use in your work?
AS : Adobe.

DL: What is the role of the color, materials and ambient in design?
AS : Everything starts with an idea. But to be more specific the colors and materials exist to service our goal.

DL: What do you wish people to ask about your design?
AS : Analyze it.

DL: When you see a new great design or product what comes into your mind?
AS : I admire the inspiration.

DL: Who is your ideal design partner? Do you believe in co-design?
AS : Teamwork- teamwork-teamwork

DL: Which people you interacted had the most influence on your design?
AS : Giannis Xenakis

DL: Which books you read had the most effect on your design?
AS : It is every book on every single moment on any given time.

DL: How did you develop your skills as a master designer?
AS : Work, inspiration work, fail and try again.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?
AS : Socrates, Epicurus

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?
AS : Humble.

DL: What is your favorite color, place, food, season, thing and brand?
AS : Yellow, Crete, mousakas, spring, a painting, Supreme.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?
AS : A letter that received from a company, letting me know that our work was exceptional but we cannot work together because our passion and creativity cannot be controlled!!

DL: What makes your day great as a designer, how do you motivate yourself?
AS : Working, socializing with my colleagues and at the end of the day spend time with my beloved son who is my own source of inspiration.

DL: When you were a little child, was it obvious that you would become a great designer?
AS : No.

DL: What do you think about future; what do you see will happen in thousand years from now?
AS : I cannot predict the future but I hope my eyes or soul to gaze the world as a field with thousands of wild colorful flowers.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?
AS : See it, feel it.