華文是全球五分之一人口溝通的語言。而華文也推動著今日成長最快速的經濟體之一。因此，遍布全球的機構都在使用華文來創造杰出的傳達設計作品。為了能更深入地評價這些作品，red dot 特?成立了一個精通華文及中華文化的評審團。如此一來，全球各地的機構與設計師能有機會呈現他們為華人市場所創造出的中文作品。

red dot 是國際設計界的權威，red dot design award (設計大獎) 是受公認的準繩。2008 年贏獲red dot 的產品公司包括 Apple、Sony、BMW、Acer, Nokia、Adidas、Mercedes-Benz、Philips、 Lenovo 等。因此，贏得 red dot award: communication design （傳達設計大獎）足以表現一家傳達設計代辦處的卓越水準，拉近與客戶的距離。

請把握機會呈現您為華人市場所創造出的中文傳達作品！

若想得知更多關于報名的信息，以及上網報名，請游覽 http://www.red-dot.de.

報名截止日期：2008年6月22日

An interview with Lin Sau Hoong, jury for Chinese language works of the red dot award: communication design 2008.

red dot award: communication design, 傳達設計大獎 2008,中文作品評審,林少芬 的專訪。

請分享您的設計理念或是宗旨。

即使是一個簡單的設計與創意都可回歸到人性的根本和文化歷史的深 層。多年來累積起來的所有一切有關成長過程中所吸取的經驗,體會, 道理,領悟,教訓,包含人文,影象,旋律,歌謠,記憶,品味,逸事,實錄,靈感,趣事,觀念,時尚,美學,知識,智慧,奇思,幻想,癖好等等的這些非常個人的元素,都組成了非常個人的文化基因。唯有回歸到這個源頭,在創意時才能更加自由無阻。因為創意與感 動,原就是來自對自己對他人和對環境的觀察與尊重,對歷史和對文化的認識與學習,以及對未來和對愿景的想像與憧憬。
How will you describe your design philosophy?
Even a simple design or creativity can be traced to the roots of humanity and the depths of cultural history. As a person matures, his personal experiences in life, principles, realisation, lessons, humanities, images, music, songs, memories, taste, anecdotes, factual records, inspirations, interesting encounters, concepts, fashion sense, aesthetics, knowledge, wisdom, imagination, and habits etc formed his cultural DNA.  Only by drawing on this source can one attain creative freedom. This is because creativity and emotional content are often a result of observing and respecting oneself, others and the environment, understanding and learning about history and culture, as well as by his imagination and visions for the future.

red dot award: communication design (傳達設計大獎)首次設立中文評審團, 讓中文傳達設計作品與整個大獎的參賽作品在同一個平臺上競爭。請問您有什么看法?

red dot award: communication design (傳達設計大獎)首次設立中文評審團,讓中文傳達設 計作品與整個大獎的參賽作品在同一的平臺上競爭,是對中文創意中華文化與崛起的華文市場的尊重,這在以西方設計作為國際標準的設計領域來說,是有深遠重大的意義的。這項創舉讓以中文作為思考與溝通語文的優秀創意人或創意團隊能借著這個互相較量與觀摩的機會兢飆世界標準,無形中,這也讓創意人或創意團隊在發揮設計創意上能回歸到文化歷史深層最基本的源頭,并對自身歷史與文化的認識更坦然自在及自信尊重,創意人或創意團隊也可從中漸漸建立起屬于自己的專業權威,最終將不再依附別人為權威,而是本身成為權威。

For the first time, red dot design award establish a jury panel who understands the Chinese language and culture to evaluate Chinese language works as an undeniable part of this international award, instead of a separate new award. What is your opinion on this?
The establishment of a jury panel that understands the Chinese language and culture allows Chinese communication designs to compete on an equal level with other entries in this international competition. It reflects respect for Chinese language based creativity, the Chinese culture as well as the emerging Chinese market. This initiative is especially meaningful because the design field has been using Western design as the international standard. Now, talented creative professionals, creative teams, who use Chinese as their language of thought and communication, can take advantage of this opportunity to compete against one another as well as to challenge the international standard. This also allows these designers and creative teams to draw creative inspiration from their cultural root, to be more naturally and confidently in touch with their personal history and culture. In the process, these designers or creative teams can gradually establish their professional influence and eventually rely on their own influence instead of others.

在傳達設計行業的層面,隨著中文市場的重要性提高,那是如何影響了廣告設計代辦處的商業策略?
若以創意為核心價值來經營,那么,我們應思考如何把抽象的文化基因 轉換成可經營的經濟產業,然后又該如何提高這個可經營的文化產業的價值,最后更應該傳達如何把個人的經歷品牌化并銷售到國際市場的理念與策略。
Looking at communication design from an industry’s point of view, how will the increasing importance of the Chinese market affect the business strategies of advertising agencies? 
If creativity is the core value for the company, we should think about how to transform abstract cultural elements into a manageable financial asset, increase the value of this cultural asset, and finally, communicate the concept and strategy of transforming one’s personal experience into a brand and marketing this to the world.

若想得知更多關于傳達設計大獎報名的信息以及上網報名，請游覽 http://www.red-dot.de