We had the distinct pleasure to interview award winning designer Xu Tang about their original and creative Publication Design design work. Xu Tang is an award-winning communication designer, that makes our world a better place with their original publication design works.
Xu Tang ("XT") answered Design Interview ("DI") questions about their award-winning work Great Chinese Novels Publication Design. Interview questions prepared by Frank Scott.
XT : A Contemporary Reimagining of China’s Literary Treasures — Design Concept for the Four Great Classical Novels If one had to choose a single book series to represent the literary and cultural legacy of China, it would undoubtedly be the Four Great Classical Novels—Dream of the Red Chamber, Romance of the Three Kingdoms, Journey to the West, and Water Margin. These masterpieces form the pinnacle of classical Chinese literature and are familiar to anyone who appreciates Chinese culture. This edition is unique in that it incorporates critical annotations by renowned scholars. Their insights not only enrich the original texts but also offer readers a deeper understanding. As a designer, I chose to shift away from conventional visual tropes and instead approached the project from the perspective of these critics—offering a sense of “observing” the classics through a modern lens. Thus, the concept of “glimpse” became the central motif of the design. For Dream of the Red Chamber, the box resembles the red gates of an aristocratic mansion, secured by lion-head locks. A narrow one-centimeter gap reveals part of the inner cover—an iconic painting of Jia Baoyu’s Dream Journey to the Land of Illusion—suggesting a fleeting view into the mysterious world of the Jia family. Romance of the Three Kingdoms draws on the legendary “Borrowing Arrows with Straw Boats” scene. The box design depicts thousands of arrows streaking through a night sky, while the hidden inner cover reveals a serene portrait of Zhuge Liang. The reader peeks through the slit to discover his calm, knowing smile. Journey to the West evokes the heavenly chaos of the Monkey King's rebellion, and Water Margin references banners fluttering with the rallying cry: “Deliver justice on Heaven’s behalf.” All four titles are housed in dual slipcases that split open to the left and right. While the outer cases appear minimal and restrained, a one-centimeter gap invites readers to glimpse the richly illustrated inner covers. This tension between concealment and revelation inspires curiosity—inviting readers to open the books and rediscover these literary giants from a fresh and engaging perspective.
XT : There are countless editions of the Four Great Classical Novels, so the key considerations for this edition are: 1.How to clearly convey the unique concept of this version—which features commentary from renowned scholars, making it a classic reinterpreted through the lens of critical insight. 2.How to stand out—to create a design that is distinct from all previous versions of the Four Great Classical Novels. 3.How to strike a balance—to ensure the design feels fresh and innovative, while still preserving the timeless essence of these literary classics.
XT : It is my hope that traditional Chinese culture will receive greater exposure on the global stage, enabling more people to appreciate and understand its richness and depth.
XT : From the initial concept to final publication, this project took two years of continuous refinement and meticulous attention to detail.
XT : This set of classic works was commissioned by Beijing MUGUI Culture. When they entrusted me with the design, they gave me complete creative freedom without any restrictions, for which I am deeply grateful. I conducted a thorough analysis of the various editions of the Four Great Classical Novels available on the market, and ultimately developed a design that is both unique and well-suited to the nature of these works.
XT : All production rights and copyright of this work are held by Beijing MUGUI Culture.
XT : While we deeply appreciate traditional Chinese culture, conventional designs often appear outdated. Through innovative design approaches, we aim to re-present these classics in a fresh way—encouraging more young people to engage with and understand them. This, to us, is a truly meaningful pursuit.
XT : Most books of this kind tend to follow one of two design approaches: either using a single illustration or omitting imagery altogether in favor of minimalist typography to represent the classics. My design introduces an emotional dimension—it offers readers a sense of immersion and space for imagination, recombining classical imagery with literature. It’s like standing before the colorful box set as if it were a grand doorway, compelling you to open it and peek into a mysterious and boundless literary world.
XT : Adobe photoshop ,adobe illustrator
XT : Bringing the classics to life through a modern visual language.
XT : My wife, Xie Li, and I work closely together—we make a great team.
XT : While technical issues such as printing, scanning, and graphic production were addressed along the way, the key from the very beginning was to extract and define the central concept.
XT : Yes, I analyzed nearly every available edition of the Four Great Classical Novels on the market, studying their differences in content and design logic in detail. Since these works are already considered timeless classics, most existing editions tend to follow very fixed design patterns. My goal was to introduce a touch of innovation—building upon the classic foundation while gently breaking new ground.
XT : Amid the vast number of existing classic editions, the biggest challenge is to create innovation that truly adds value. That’s why deep research and extensive analysis are the keys to success.
XT : This series has already gained significant recognition in China, having been selected for the National Art Exhibition and exhibited at the National Museum of China. With solid commercial performance as well, I believe it’s time for global readers to discover and appreciate it.
XT : Deliberate thinking.
