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Hsu Hsiang Hsiang, age thirty-three, was born in Taiwan. She studied graphic design in university and graduate school. But when it came time to get a job, employers asked if she knew how to do programming and web design.

Through tireless self-education and self-reflection, Hsu was able to transfer her graphic design skills from two-dimensional space into the digital world. Her willingness to accept new challenges and improve herself eventually landed her in the position of Art Director at Apple Inc. Now she leads a team of around twenty people to work on web and app design. She shares her journey with CommonWealth Magazine:

I studied graphic design in the California College of the Arts, located in San Francisco. At the time, graphic design was mainly focused on print design. We had to learn movable type printing and silk screen printing in school. After I graduated, technology companies became the big thing in the United States. Suddenly, every design-related job required that you know programming and web design as well.

I browsed LinkedIn to see what the resume of a tech company designer looked like. I started trying out new skills while I searched for a chance to enter the tech sector.

How does someone who studied graphic design in school survive through tireless self-education in the tech industry?

1. Never Say No, Just Yet

Try to remain flexible and become a person who can solve problems.

People will come to you with their problems. Even if you don’t have the solution, don’t say “no” just yet. Instead, try to say: “let me think of something.” Give it a try, don’t let the problem become a sticking point.

Over the years, I was given a lot of projects, many of which were outside my expertise. For instance, web design and app production. I always said, “I’ll give it a try.” Trying doesn’t cost you anything, there is nothing to lose.

Because of such an opportunity, I created a new product training website. I went to a lot of classes and learned how to make a website from scratch.

Later I discovered that if I had just said “no”, the project would probably have gone to someone else. But because I was willing to give it a shot, I can now tell people I know how to make a website. You learn valuable experience from your success. Therefore, you should try as many new things as possible.

2. Never Be Satisfied

I believe a good work environment is one that constantly challenges you. You should always feel like a rubber band: “stretched thin, but not to the breaking point.”

Every time I change my job, I think about what new things I can learn. Whether it’s during a job interview or when I’m handed a new project, I am constantly thinking, what can I learn from this? If there’s nothing to learn, it means I’m not giving it my all, I’m not pushing the envelope, or I’m not fully exploring all the possibilities.

“Good” is the enemy of “great.” Especially in the business of art design, you must always ask yourself: can I do better?

Photo by Ming-Tang Huang/CW

It was a major shift to move from two-dimensional graphic design to digital design. Many principles of two-dimensional graphic design cannot be applied to digital design.

For example, studies show blue is the most soothing color to use on web pages. It is easy on the eyes and makes the viewer want to continue browsing.

People who studied graphic design are taught to use a lot of red, because it’s eye-catching. But red on the web page or on your smart phone looks like a warning sign, a signal of danger. No one wants to look at it for long. This is the psychology behind digital design.

When I first did art design for smart phones, I felt powerless, like I couldn’t do anything right. But a smart phone is unique because its potential for interactivity is endless. The size and visual flow of every design element has its own internal logic that’s entirely different from conventional graphic design. All of this was an important lesson for me.

I learned that different platforms required different kinds of design. Because the mindset, the interactivity, and the user group are all different.

3. Love What You Do

You need to be passionate about what you do. Apple founder Steve Jobs said, “your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.”

I call it “mental yoga.” The key to good yoga is flexibility and openness. Don’t limit your creativity because you are a graphic designer. You need to open your heart. For instance, if my boss asks me to do web design, I will try to learn even if I don’t know how. I will not limit myself to a narrow field of expertise.

Always try to step outside your comfort zone. Only by surpassing your boundaries will you learn what you can achieve. Otherwise, you’ll be stuck in the same rut forever.

How to continuously learn new things and improve yourself? The most important thing is humility. You need to know there are many who are better than you, that you still have a lot to learn.

Have you read?

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♦ Alex Ma, the Second Taiwanese Oscar-Winner

♦ The Heroine of Taiwan’s Aviation Industry

Translated by Jack C.

Edited by Sharon Tseng