Contented
Media Contented ask me to share my experience and to talk about Italian Design.
I've lived in Milan for about 9 years and I can say that Italians well integrated design into their life style.
Milan is the capital of fashion and design, if you walk around the city, you will notice how creativity meets elegance.
The first thing you notice is how beautiful the store windows are decorated, how elegant identity have small bars and local restaurants.
Design is differ across Italian regions. In the North part of Italy you are more likely to see laconic designs, including the famous Liberty, the Italian version of the Art Nouveau style. In the south you see bright patterns that reflect the style of Baroque architecture and traditional Sicilian ceramics. In Tuscany, use often rustic motifs: homely, soft shades of colours and natural materials, a lot of handmade.
I design the packaging, it helps me to understand Italian traditions and everyday life. Often you will see the illustrations and patterns on packaging design, italians also prefer cardboard packaging, which is easier to recycle.
Some examples of Italian packaging.
I am inspired by Guasco Ricardo. His illustrations reflects the spirit of Italian culture. It is clear from his works that his inspiration comes from Pablo Picasso, Fortunato Depero, Lionel Feininger.
Another contemporary designer for me is Olimpia Zagnoli, the Italian illustrator who created the entire identity for Uniqlo in Milan, as well as clothing and accessories collections for Dior, Prada and Fendi. Her illustrations have been published in the New York Times, New Yorker and Vogue Italia.
If you want to look deep into Italian design, I recommend to study the works of Bruno Munari, an Italian artist and designer. He designed objects and sculptures, created posters and even illustrations for children's books. His works are most often laconic and ascetic, childishness, a lot of movement and light.
Nowadays Italians do not like unnecessary details: everything should have a certain meaning, functionality and beauty. But it was not always like this. If you remember the Memphis style, which was popular in the 80s of the last century. It was a real anarchy of forms and ideas. Often the objects looked like children's toys, and the colors were striking in their paradoxicality, brightness and unexpected combinations.
Modern design is heavily influenced by Gio Ponti, an architect, artist and designer. He founded the popular magazine Domus, which still exists today. In his native Milan, Ponti designed the famous Pirelli Tower. Another of his famous projects is the lightweight Superleggera chair, this design with simple lines has captivated the Italians and the whole world.
Another Italian designer is Piero Fornasetti. His works reveal a play between illusionism and architectural perspectives. His patterns decorate everything from home decor to fashion objects.
How to work with Italian market and your design experience in Italy?
I haven’t worked for Italian design agencies, but I have a lot of freelance experience. Italians are sociable and focused on a result. If they didn’t like something in your work, they will say it very carefully and offer alternative solutions. When you work on Italian market important to understand italian’s life style. Better do not disturb italians during lunch and dinner, week ends and also holidays time (Christmas holidays and Summer holidays in August).
The most popular areas of design in Italy?
In Italy are popular: Graphic design, Interior and Landscape design, Fashion Design. In 2015, Nicola-Matteo Munari created a project that brought together all of Italian graphic design. This is an archive with works by the most famous artists and designers from the 20th century to the present.
In recent years, web design has begun to actively develop in Italy. If earlier there were sites with weak visuals and UX, now they have become more modern.
I like design studios from Milan: Frank, Studio Over and The Branding Letters.
How to start a design career in Italy?
University degree in design is highly valued, but interviews often don't even ask about it.
Hard skills are much more important. You need to have a good knowledge of design programs: Adobe Photoshop, Adobe Illustrator, Adobe InDesign, and the basics of programming HTML. Adobe After Effects and animation skills will be an advantage.
How better to communicate with Italians?
In Milan, many people speak English, so this is often enough for a designer to start working. Especially if they saw you as a good spesialist. Of course, Italian language will still be needed over time in order to better integrate into the work environment and all processes. Italians love to communicate in their language, so if you speak Italian you will be welcomed.
Foreigners in Italy often have a language barrier, but this usually diminishes in the first years of integration. The second most important barrier is the concept of time; in Italy it is completely different. People are not in a hurry, they do everything at a measured pace. They may answer you by mail in a week, or even two - this is the ok here. All processes are coordinated slowly, although Milan is considered the most dynamic city in Italy. It is important to ask how your vacation or weekend was, talk about non-work topics, and only then get down to business.
How much do designers earn in Italy?
Of course, everything depends on the expertise and skills of the designer. Most often, I met people who received from €1,500 to €1,700 per month in Italy. The numbers are higher on Glassdoor. Beginners with up to one year of experience receive €783–1000, designers with one to three years of experience receive €1000–3000, and experienced professionals from €2000.
I can only speak from my freelancing experience. For me, is convenient because I can manage my time and the cost of each project. An important point: to work with big agencies, the designer must have his own identification number to pay taxes. In Italy it is called Partita Iva.
Advice for designers who want to work on Italian market.
Don't be afraid to take an action. Send your CV to agencies you like, don’t forget about the Cover Letter.
Indicate the reasons why you are interested to work in this agency. It is important to share well your experience.
If you have no experience, it is better to be honest and add that you want to get experience with this agency.
Look for the design style and develop your individuality. You have to work on vision or expertise.
Study other designers works and try to copy them as exercises. When I travel, I really like to go to supermarkets or small local shops to look at packaging and pick up nice ideas, then I can modify them and use them in my future designs.
Be open and talk about yourself as a specialist. Make a portfolio on design platform Behance, Dribbble, Pinterest or Instagram.
Networking: visit a conferences or events where you can meet other designers and do useful partnerships.
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Thank you Contented for interesting questions and I’am happy that I shared my experience with you.
I hope that this article you will be interested and helpful to readers.
Victoria Gurdzhieva.
