Design Legends ("DL") had the distinct honour to interview legendary designer Lana Raizen ("LR") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.
LR : I have always loved drawing and traveling. But when it was time to choose a profession, I started to study at the hotel business and tourism management. After graduating from the Academy and having worked for several years in the field of tourism, I realized that I would not particularly succeed in traveling with this profession, and I don’t have enough time for creative work. Then I decided to become a graphic designer, but office work didn't attract me anymore, so I became a freelancer. So, I was able to both realize my creativity and travel. I studied web design courses at the University of Novosibirsk. But I acquired all the professional skills myself, watched educational videos, read design books.
LR : I like to create something new, and I don’t like to be tied to one place. Office work and a clear schedule is not for me. Therefore, to become a graphic designer freelancer is an ideal option for me.
LR : Becoming a designer is completely my personal choice. Nobody imposed this profession on me, no one forced me to study design. I draw from my childhood, then I just began to process photos for myself, create collages, and only then I decided to turn my hobby into a profession.
LR : I specialize in the design of catalogs and magazines. Besides this, I create different types of layouts: leaflets, posters, banners, corporate identity, design of social networks, presentations, full graphic support of awards and events, and so on. The work on multi-page publications and catalogs brings the most pleasure, therefore I undertake such work with great zeal.
LR : Constantly develop, improve your skills, follow the trends, analyze the work of the best designers and try to create similar works in your style. The main thing is not to stop there and try to become more professional.
LR : A good designer creates the well, correct and beautiful work. He or she just performs the task. A great designer does not just create a good and correct design, he creates a unique design, brings his unique style into it, creates something that is not yet in this world.
LR : In my field, a really good design is not only beautiful, but technically correctly implemented, unique and creative. If we talk about catalogs, then just a beautiful catalog will not fulfill its function if it is not convenient for perceiving all the information that is in it. It is important to create it so that it attracts attention and brings meaning to the user.
LR : A good design is always thoughtful, made taking into account many factors, such as: perception of colors and shapes, tactile sensations, if we are talking about material design, the target audience and so on. Such a design will fulfill its goal, increase sales, make the brand famous and recognizable, and highlight it among competitors. By investing in good design, you increase the chances of success for your company.
LR : Concentration. To create a good design, you need to immerse yourself in work, focus on every detail. If there is a distraction, it will not allow you to perform work at 100% quality.
LR : I have no idols, I work in my own style and I am inspired not by people, but by nature. But I like the design attitude and some of the work of Chris Do.
LR : My own project is a graphic book “Siberia”. For me, it is the best, it was invented and created by me; it is unique and not similar to other books.
LR : Watch educational videos, read books about design, you can subscribe to the design community, they have a lot of useful information that helps to improve your skills.
LR : I think that I would become a nutritionist, this is my hobby now. And I dream to be an astronaut
LR : My spouse is my biggest support. I think he is the only one who truly believes in me, sometimes even more than I do.
LR : Now I am working on current projects of my regular clients. Nothing fancy, just ordinary advertising design for brand promotion. But besides that, I am working on another project of my own, I am creating thematic postcards of US National Parks. I am doing this project for myself, in memory of traveling around the US, but maybe I will show the final result to the world.
LR : I want to open my own media agency and a professional school where I can share my experience and transfer my knowledge to other designers. I want to create projects that will help other designers to develop, be implemented and just have a good time.
LR : Most of all I enjoyed the creation of the book “Siberia”. One night I got the idea to create a book about my native region, which is interestingly designed and thanks to which in a few hours you can get a complete picture of Siberia. For several days I was thinking over the details of this project, and then proceeded to its implementation. I collected all the necessary information for a month, studied the statistics of Siberian cities, searched for interesting facts about them, etc. As a result, a couple of months later I printed the first copy of the book. This project participated in the international Indigo Design Award 2019 and became a silver winner.
LR : I think that every year the design will become more unusual, more creative, but at the same time it will be heavy to the perception and less convenient. This trend is already visible. Every year new trends appear, and many designers implement them in their projects, not always thinking about whether this effect is appropriate in the project. The result is an interesting modern design that does not carry any useful function. Recently, many designers think less about the convenience of perception, they are only important a picture.
LR : It depends on the specific project. One catalog of 64 pages may take 1 day, and with another client 2 months. It all depends on the efficiency of the client, on the availability of the necessary content, for example, there are situations when the client does not have good product photos for the catalog, then a photo session is organized for the product, then it takes time to process the received photos. It all takes a lot of time, and work on the catalog is delayed. If all the content is provided by the client, and I only need to create a design and layout, then depending on the complexity, it may take only one day.
LR : I analyze all the information provided by the client. On its basis, I create a grid of the document that will be the foundation of the project, then proceed directly to the design itself.
LR : Do it quickly, but qualitatively, beautifully, but conveniently.
LR : I work with the Adobe software package: InDesign, Photoshop, Illustrator, After Effects, Premiere Pro.
LR : Color plays a very important role in the design. It causes certain emotions. Knowing all the subtleties of color perception, you can use the design to control the consumer. About this, I even wrote an article for a scientific journal. The material is no less important, since tactile sensations can play a crucial role in the choice between two competing items.
LR : I work alone on catalogs and magazines, as well as other printed projects or presentations. But I collaborate with a video editor on video design, he is my husband, so I am confident in the success of the project and trust him completely.
LR : I am extremely happy with every award I receive. I'm not so famous that it caused me any inconvenience.
LR : I love pastel and calm colors and shades. If we talk about pure color, then black and red are my favorites. The place where I felt peaceful and happy was a small-town Portland in Oregon, USA. That was the most comfortable and relaxing place I've ever been to. I adore chocolate, but I rarely eat it, because in my country it is difficult to find real high-quality chocolate, and if it is, then it’s very expensive. I prefer winter season, this is the time when I can fully immerse myself in work, for weeks without leaving my home. I live in Siberia now, and the winters are very cold here, so I don’t want to go outside. I am not obsessed with brands and names, it is important for me that the thing is of high quality, comfortable and reliable.
LR : I have always loved to draw. When I was a child, I studied in art school for a short time. I was born in a very small town, there was practically no room for the development of artistic talent. But my parents are great at drawing. Mother can easily draw any character, and my father perfect in technical drawings. Therefore, I always drawing, especially when I was sad. Drawing helped to calm down and get back balance.
LR : I am not a public person. I love peace and quiet, I am inspired by nature, and I love to travel, especially by car. I also like to sleep and read.
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