Somchana Kangwarnjit，泰国平面设计协会（ThaiGa）董事会成员，泰国包装设计协会（ThaiPDA）主席。他经常受邀担任国际设计大赛如PENTAWARDS，Core77设计大奖，亚洲学生包装设计大赛（ASPAC），Topawards亚洲，DeMark，Dremel，SME奖等的委员会或评审团成员，并经常作为许多出版商的客座专栏作家，客座名人设计师和一流大学的教授。此外他一直经营着自己于2009年创立的公司——Prompt Design，通过在策略和设计执行上提供新的经验以帮助他的客户建立品牌和业务。

Somchana Kangwarnjit

Narkii：

泰国设计业为设计师们提供了怎样的环境呢？

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

Somchana：

在泰国，主要是以下两大途径。

1）这里有许多设施/中心，可以让人们通过展览，研讨会获取灵感和创造力，其中有些提供了丰富的资讯供搜索获取知识。泰国创意与设计中心（TCDC）就是这样的地方中最著名的例子。

2）也有一些中心可以帮助对接企业与设计师或是商贸配对，比如泰国工业设计中心（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：

作为泰国包装设计协会主席，您身上最大的职责是什么呢？

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

Somchana：

我最大的职责就是要汇聚所有成员，平衡他们的需求，在所有相关的网络中创建联系，让大家可以互相帮助，满足全球的标准。我相信这些是改善泰国设计产业必要的举措。

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：

泰国富有自己的文化底蕴，这对于设计走向国际，是一种局限还是优势呢？

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

Somchana：

显然这是一种优势。泰国设计师总是学着将泰国文化与国际文化结合起来。这让他们的作品显得独特，这种独特性也很有意思。

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服务许多国际品牌，而不同国家有不同的文化背景思维等，这其中最大的难点是什么？

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：

我们强调洞察消费者未得到满足的需求的重要性。我们尽力去明白他们在想什么，并将这种洞察力视作为他们做设计的宝贵资源。与外国客户合作，总是面临一些阻碍，主要是文化、传统、生活方式以及思维方式的差异。为了克服这些阻碍，我们就得尽力去洞察消费者。

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：

您常受邀担任各种国际设计大赛的评委，您认为好设计是什么样的？ 

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

Somchana：

每个大赛都有自己的标准。我个人只有一个偏好，就是“新颖/独创”。我看重新的从未出现过的设计。怎么知道一个设计或想法是否新颖呢？我总是能知道，因为一旦我看到了新颖的作品，它总能激励我想出许多更进一步的方式。

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：

现在科学技术一直在飞速发展，您如何包装设计的发展趋势是什么呢？

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

Somchana：

针对包装设计的趋势，我可以分成两类，一，未来包装设计的趋势；二，未来包装设计师的趋势。

对于第一种，在可预见的将来，我们会看到品牌们付出更大的努力在环保以及新材料的包装上，因为如今人们认为包装最终只能变成垃圾，加剧地球的负担。

对于第二种，现今及未来的人工智能（AI）将迫使我们需要对我们的职业有更深的认识。AI开发者想要简化我们中一些人正在从事的工作，让我们的生活更加方便，因此，设计师必须拓展知识，确保对于自身从事职业有深入的认识。

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颁奖现场

Narkii：

您曾将成为泰国包装设计协会（ThaiPDA）主席作为一个挑战，在您的设计生涯中，是否一直在挑战各种事物？接下去的挑战是什么呢？

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：

我的下一个挑战就是保持学习，分享我的知识，最重要的，帮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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