Mr. Wang Peng is a pioneer in the field of professional report design, creatively introducing the concept that “design makes reading tactile, and beauty makes responsibility everlasting.” His innovative ideas have revitalized the design industry. In the specialized areas of social responsibility, ESG (Environmental, Social, and Governance), and sustainable development report design, Mr. Wang continuously The post interview with Peng Wang: Design gives gravity to reading, beauty makes responsibility endless appeared first on LA Weekly.
Interview with Mr. Wang Peng
Mr. Wang Peng is a pioneer in the field of professional report design, creatively introducing the concept that “design makes reading tactile, and beauty makes responsibility everlasting.” His innovative ideas have revitalized the design industry. In the specialized areas of social responsibility, ESG (Environmental, Social, and Governance), and sustainable development report design, Mr. Wang continuously explores and delves deeply, creating a design-centered competitive edge for client companies and building a unique value ecosystem. Amid the global wave of sustainable development, Mr. Wang’s design philosophy and practice have not only advanced the development of social responsibility and sustainable development in Chinese enterprises but also aligned with the international community’s sustainability goals. He uses the power of design to help companies build bridges of communication with stakeholders, transforming reports from mere information carriers into crucial tools for driving social progress and enhancing human welfare.
1. Hello, Mr. Wang, it is a pleasure to speak with you. Can you introduce yourself to everyone?
Hello, it’s an honor to have this interview with you. Since entering the National Optical Disk Engineering Research Center at Tsinghua University in 1997, I embarked on an extraordinary design journey. In 1998, as the Art Director of the center, I led a team to successfully develop the multimedia program “The Story of the Great Wall.” This not only marked the first application of real-time 3D browsing technology in China’s multimedia field but also won the National Book Award in 1999, the highest honor for national electronic publications. The projects “5,000 Years of Chinese Technology” and “The Temple of Heaven,” which I designed for Tsinghua University’s Multimedia Education Software Research Center, won the Excellent Multimedia CD-ROM Award in the China division of the Mobius International Multimedia Competition in France. That same year, I was appointed to head the project “Fifty Glorious Years—Beijing,” serving as both planner and art designer. This project, as a key national publication project for the 50th anniversary of the founding of the People’s Republic of China, won the inaugural National Electronic Publication Award. In 2000, due to my outstanding work performance, I was selected by the Beijing 2008 Olympic Bid Committee to form and lead a design team, participating in the design and production of the multimedia bid report for Beijing’s Olympic bid. Our work included the design of the multimedia bid presentation report, and the design of the multimedia presentation report for the voting site in Moscow, for which I received a letter of appreciation from the Beijing Municipal Government of China. After the successful hosting of the Beijing Olympics, I continued to advance in the field of professional report design. Since 2009, I began designing the first corporate social responsibility report for China’s central enterprises and gradually expanded to provide professional design services for many well-known domestic and foreign companies, including United Technologies Corporation (UTC) in the USA, LG (China), Samsung (China), Industrial and Commercial Bank of China, Agricultural Bank of China, China Southern Airlines, State Grid Corporation of China, State Development & Investment Corporation, China Minmetals Corporation, China Railway Rolling Stock Corporation, and Sinopec. In 2023, I introduced the design concept “design makes reading tactile, and beauty makes responsibility everlasting” in an interview with “Art and Design” magazine. This concept has not only created a value ecosystem with design as the core competency in the field of social responsibility/ESG/sustainable development report design but also linked stakeholders through the power of design, building a community of shared value and promoting the development of social responsibility work in China. My design works have been highly praised in the industry and have won many domestic and international awards. I have also been invited to serve as a member of the jury for international design awards, participating in evaluation work. These honors are not only a recognition of my professional pursuits but also an affirmation of my contributions to the design field in China and globally.
Congratulations on being invited to serve as a judge for the Muse Creative Awards, London International Creative Competition, and the ARC Awards. As a judge for these prestigious international design awards, what factors do you consider most crucial when evaluating design works? How do you define “good visual design”?
I feel deeply honored and grateful for this recognition! When comprehensively evaluating design works, I consider three core dimensions:
- Innovation: I first assess whether the design thinking is novel and unique. The vitality of art design lies in continuous innovation. Innovation (good design is innovative) is the core driving force that propels art design forward; it is the spark of thought and is essential.
- Aesthetic Value: Secondly, I examine whether the design form is aesthetically pleasing. A piece must meet certain aesthetic standards, which is the foundation of design. Design, as an art of visual communication, should possess strong aesthetic appeal, capable of stimulating the viewer’s interest and emotional resonance. Through elements such as color, shape, texture, and layout, it creates a harmonious and attractive visual experience.
- Accuracy of Conveyance: Lastly, I investigate whether the design’s concept can be accurately conveyed. Regardless of whether the design form is simple or complex, the author needs to clearly communicate their intentions, enabling the viewer to understand the work’s essence. The meaning and spirit expressed by the work represent a deep level of conveyance. Just as in Chinese painting where “form writes spirit,” through limited forms, it conveys infinite spirit. From these perspectives, excellent visual design not only provides visual enjoyment but also expresses thought. Good design should combine form and spirit, possessing strong impact and reaching an artistic realm of “expressing the inexpressible,” creating a mental and intellectual connection with the viewer.
You have over twenty years of experience in designing professional reports in the fields of corporate social responsibility/ESG/sustainable development. Your works have won multiple international awards, including the ARC Professional Annual Report Best of China design award, known as the “Oscars of annual reports.” How do you achieve a well-designed report from a visual design perspective that earns high recognition from international juries?
An excellent social responsibility report not only needs to be comprehensive and in-depth in content disclosure but also strives for excellence in its expression. Over years of design practice, I have refined the concept “design makes reading tactile, and beauty makes responsibility everlasting!” A social responsibility report is different from a typical corporate brochure; it is not only a platform for systematically disclosing responsibility information to stakeholders but also a professional publication that showcases the management and practical performance of corporate sustainability issues. An excellent report visual design requires overall planning from three key dimensions: design style, expression form, and structural design. The design style sets the tone for the report, ensuring consistency and coherence in design. The expression form shapes the core image of the report through harmonious and unified visual elements, conveying the company’s social responsibility philosophy and values. Structural design guides readers to understand the report’s internal logic, feel the smooth changes in visual rhythm, and enhance the tactile quality of reading through logical analysis and construction. Ultimately, our goal is to accurately convey content through meticulous design, enhancing the attractiveness and impact of information through the power of visuals, thus inspiring deeper understanding and broader support among stakeholders.
Can you share your experience in creating the multimedia bid report for the Beijing 2008 Olympics? What were the challenges and gains during that time?
In 2000, I was fortunate to become a member of the Beijing 2008 Olympic Bid Committee, marking the beginning of my close association with the Olympic bid. During those years, I devoted myself wholeheartedly to the design and production of the Olympic multimedia bid report, collaborating and working alongside many like-minded partners. This experience profoundly shaped my professional career. Looking back on those days of striving for the Olympics, I am filled with nostalgia and emotion. The 2008 Beijing Olympics was not only a sports feast but also a spiritual elevation that transcended national borders and races, bringing people from all over the world together to celebrate this magnificent event of human civilization. The spirit of fair competition it showcased continues to inspire us to pursue excellence. The core theme of the Olympic bid report—”The Dream of 1.3 Billion People”—originated from Mr. He Zhenliang’s speech. This phrase captured the essence of the entire presentation, becoming the most moving slogan. It was not just a declaration but a promise, representing the firm determination to bring the expectations of billions of Chinese people into the Olympic family.
Forming the Team: When I was responsible for the multimedia production project of the 2008 Beijing Olympic bid report, assembling the team was the primary task. In 2000, multimedia design talent was scarce in China, making it challenging to select suitable candidates. I picked core members from the design team of the “Fifty Glorious Years Beijing” project and selected several outstanding designers from a few top multimedia companies. After rapid team integration, we formed a professional and efficient team, laying a solid foundation for the multimedia production of the bid report.
Determining the Style: We faced a major issue in choosing the design direction: how to establish a design style that reflects national characteristics and meets international standards. At that time, there were two main viewpoints within the team. One view advocated for a design rich in Chinese elements to showcase our unique national traits. The other view suggested adopting an international design language, presenting it in a rational and rigorous style. Given the context of 2000, the International Olympic Committee had reservations about China’s ability to host such a grand international event. Many committee members still held the impression of China as an ancient oriental country, with few having personally visited China. They had many doubts: Could China host such a grand international event? Could China build Olympic-standard stadiums? After discussions and careful consideration, the Beijing Olympic Bid Committee ultimately decided to adopt the internationalized, rational style proposed by Mr. Wang Min. This style, using internationally accepted design languages and expression methods, clearly and effectively conveyed Beijing’s determination and commitment to bid for the 2008 Olympics, showcasing our sincerity and capability to the world. This design not only demonstrated our respect for the Olympic spirit but also displayed China’s open stance and international vision as a modern nation. China was capable and determined to host a successful Olympics.
Speaking with Data: The presentation design at the Moscow site had a daunting task in the tense 45 minutes of the International Olympic Committee meeting: conveying profound commitments while showcasing rich content. Our multimedia report design was meticulously planned, focusing on the simplicity and precision of visual communication to ensure every second was impactful. The impressive data of Beijing’s architectural achievements within a year were presented in a straightforward manner, with a shock value that surpassed intricate images. Facing the challenge of delivering the speech in English, our design particularly emphasized the prominence of keywords and numbers to ensure accurate information transmission. Our screen design did not compete with the speaker but served as strong visual support. Ultimately, the keywords, striking data, and core information presented in English and French on the screen conveyed Beijing’s firm commitment in a concise and powerful manner.
Your career is marked by many highlights, including collaborations with several Fortune 500 companies. Do you have any special stories or challenges from working with these companies?
In report design, we cannot pursue personal distinctive styles like fine artists. As a commissioned design team, our task is to conduct comprehensive design planning based on each company’s brand image, industry characteristics, corporate traits, responsibility practices, and the temporal and spatial context of the future report release. Our goal is to precisely present the company’s image characteristics and values through visual expression, effectively conveying the company’s social responsibility philosophy and practices. Therefore, each report has its unique and original style. Art may not require much explanation, but design does. We understand the designer’s role is like a dancer with shackles, faithfully, accurately, and comprehensively realizing the client’s genuine needs while adhering to professional norms of visual expression. Clearly and completely expressing their real needs is a gradual process for clients. A project may require multiple online and offline communications to gradually reveal a few key keywords or phrases representing the client’s genuine demands. Both parties need to achieve a high degree of consensus through repeated communication and collaboration, building a community of information and value. When facing problems, both parties must adhere to common value goals, listen carefully during communication, and strive towards mutual efforts and endeavors. In one instance, while discussing design schemes with a Fortune 500 company, the project team had difficulty deciding on a design style even after multiple meetings. Finally, the department head of the company gave us great support, telling the entire department’s participants that since a professional design team was hired, they should listen to the professional opinions and suggestions. This simple yet profound statement provided us with ample space and opportunities to showcase our talents.
You mentioned that report design can enhance a company’s social responsibility performance and market influence. Can you specifically explain how report design achieves this?
Corporate social responsibility reports are comprehensive reflections of a company’s operational impact on stakeholders and the natural environment, serving as an important platform and tool for communication with stakeholders. Excellent visual design can imbue reports with vitality, leaving a profound and positive impression on readers. In the context of globalization, corporate social responsibility reports have become essential tools for companies to demonstrate their responsibility practices and promote deep dialogues with stakeholders. They transcend mere information transmission, becoming platforms for building trust and fostering cooperation. With the increasing awareness of social responsibility, companies publishing various reports not only convey their commitments to environmental, social, and governance (ESG) issues but also demonstrate their steadfast pursuit of sustainable development, thereby enhancing their brand value and comprehensive competitiveness in the fierce market competition. In 2009, I had the honor of designing and producing the first social responsibility report for the China National Coal Group, marking the awakening of corporate social responsibility awareness in China. This report became a new starting point in my career. How can corporate social responsibility reports effectively enhance a company’s social responsibility performance and brand influence? This requires us to use scientific methods and effective communication. The dual purpose of compiling a report—internally promoting social responsibility management and externally engaging in in-depth communication with stakeholders—should be achieved through meticulous design. Our goal is to transform social responsibility reports into powerful visual works through continuous innovation and exploration. We are committed to building a value ecosystem centered on design, allowing the power of design to drive the development of social responsibility work in China and globally. We are willing to grow with the cause of corporate social responsibility in China, making every word and picture in the report full of power through careful visual planning, achieving the vision of “design makes reading tactile, and beauty makes responsibility everlasting.”
What new developments or changes do you foresee in the future design and creative direction of corporate social responsibility reports?
In the design field, each report carries its unique mission and demands. Data visualization plays an increasingly important role in CSR (corporate social responsibility) report design. Through charts, infographics, and animations, it transforms complex data and statistics into intuitive and understandable graphics, greatly enhancing the clarity and appeal of the report. With the continuous advancement of digital technology, future CSR reports will move towards a more digital and interactive new era. Through augmented reality (AR), virtual reality (VR), and 3D visualization, we can provide users with an immersive experience, allowing them to understand the company’s social responsibility practices in a more vivid and intuitive way. The application of this technology can not only enhance the interactivity and fun of reports but also deepen users’ understanding and recognition of corporate social responsibility concepts. Through these innovative visual presentation methods, CSR reports will no longer be static documents but vibrant platforms that inspire thinking and dialogue. We are committed to integrating these cutting-edge technologies into CSR report design, continuously exploring and innovating to create more impactful and influential reports. We believe that through the power of design, CSR reports can become bridges connecting companies with stakeholders, making corporate social responsibility practices more deeply rooted in people’s hearts and sparking broader social resonance.
What advice or insights would you share with young people aspiring to enter the creative design field?
Design is far more than an art form; it is a bridge of communication, a tool for solving problems, and an exhibition of innovative thinking. Design work is not an isolated creation but requires deep and effective communication with clients and team members to understand their needs and convey your design concepts. Design is also highly practical work. Only through continuous practice and exploration can designers improve their skills and shape a distinctive design style. Maintaining curiosity about new things and keen insight into emerging technologies will help young designers stay ahead in design and remain innovative. The design field is a dynamic world constantly evolving, with new technologies and trends emerging. Maintaining a continuous learning attitude and refreshing your knowledge reserves is crucial for maintaining design competitiveness. We encourage young designers to embrace change, boldly explore the unknown, and keep moving forward on the design path, never stopping. Let us welcome every design challenge with an open mind, continuously surpass ourselves with an innovative spirit, and enrich ourselves with a learning attitude. On the endless journey of design, may every young designer become a trendsetter, illuminating the world with the power of design and letting the sparks of creativity shine.
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author Written In Partnership With Lauren Carpenter