TOPPAN INC: Providing Accurate Answers

Masahiro Aoyagi is the rockstar of art direction at TOPPAN INC., who’s been headlining calendars for 18 years. Aoyagi doesn’t stop at calendars; he’s the mastermind behind killer designs for publications, greeting cards, and exhibition visuals. His arsenal includes a deep understanding of illustration, photography, and every printing technique under the sun. When needing to kick his ideas up a notch, he tunes into the raw energy of Nine Inch Nails channeled into visual design, taking fuzzy ideas and cranking them up to deliver chart-topping visuals that hit all the right notes.

Introduction by Yu Adachi, Art Director, Corporate Communication Dept., artience Co., Ltd

Mr. Aoyagi has been involved in the art direction of our calendars for 18 years since 2007, and he has been well-received by our customers. We have also hired him as an art director for various publications, greeting cards, and exhibition visuals. He not only has a deep knowledge of different kinds of art, such as illustration and photography, but also of printing techniques and materials, such as plate making, ink, and paper. He comes up with many ideas when choosing motifs, and he produces calendars with different tastes each year, which customers have received well. He understands our intentions, which tend to be vague, and reflects them in the production concretely to ensure smooth progress.

What has inspired or motivated you in your career?

As a university student, I enrolled in a design course. I was particularly interested in graphic design, such as posters, etc. I wanted to be exposed to more graphic design, which led me to my current position as an art director.

What is your work philosophy?

Do not make judgments based on imagination alone. For example, if I come up with several directions for a layout, I don’t make decisions in my head but always check them on a display or output before making a choice. No matter how simple the choice is, I always want to make a decision using my visual sense.

What is it about design that you are the most passionate about?

My tastes change depending on the time of the year, but right now, I’m conscious of keeping things as simple as possible and how to express my personality.

Who is or was your greatest mentor?

Although neither didn’t directly mentor me, I would have to say the graphic designers Mitsuo Katsui and Masayoshi Nakajo. There was a time when I was exposed to their approaches to design, their many great achievements, and their personalities. This gave me a chance to rethink my own way of being.

Who were some of your most significant past influences?

The musician Trent Reznor of Nine Inch Nails. I started designing professionally in the 90s when MTV was in full swing. Music was one of my hobbies, and I was attracted to artists who expressed themselves visually, audibly, and even experientially. His works influenced me, including his diverse musicality and commitment to artwork with different approaches to them. I especially admire his attention to graphic art. Even now, when I’m in the middle of something or when I’m stuck, I listen to NIN while I work on it.

Who among your contemporaries today do you most admire?

It’s hard to name a specific person. There was envy and admiration in the past, but now, my primary goal is to see what I can create by crossing myself with others. With the objective of collaboration in mind, I try to work with respect for everyone involved in the project.

Can you tell us a little about TOPPAN Printing Co., Ltd?

TOPPAN Printing Co., Ltd is a comprehensive printing company in Japan that handles a wide range of commercial products. We recently changed our company name from TOPPAN Printing, partly to take advantage of the various technologies we have cultivated as a printing company and partly because we are involved in a wide range of fields other than printing.

Was there a project that impacted your growth as a company or as an individual?

There is a project called “Graphic Trial” that TOPPAN is working on, and participating in it was the catalyst for me to get serious about printing.

What are the most important ingredients you require from a client to do successful work?

The most important element of a successful job is to not only provide an accurate answer to what the customer is looking for but also to present a different way of thinking to approach the problem and to exceed their expectations.

Who have been some of your favorite people or clients you have worked with?

There are several people. As many of our clients have been with us for a relatively long time, we have built good relationships with them. And my personal preferences became very close. The image of the destination becomes clear from the beginning, and I can focus on improving the quality without spending time on image matching.

What part of your work do you find most demanding?

If I consider the calendar only as a tool, unlike other sales tools, there is no clear answer to this question, which I think is the hardest part. For example, there is no visible result, such as, “The product will sell because it is a good package.”

What professional goals do you still have for yourself?

With the evolution of technology, I believe that the boundary between professional and amateur forms of photography, painting, and design no longer exists. However, I think there is still a realm of professionals regarding printing. My goal is to update the expressions and ideas that professionals can only do in accordance with the times.

What do you wish you knew about the industry when you first started? What advice do you have for students starting out today?

I think it’s important not to close yourself off from your own potential, as has been said for a long time. Although likes and dislikes are a part of our personality, there is nothing like a wide range of knowledge that provides us with food for thought.

What interests do you have outside of your work?

Music is a big part of my life, including my work. This has never changed, and I don’t think it will change in the future, but my most recent interest is in outdoor activities, such as camping and fishing.

What do you value most?

To be satisfied with myself.

Where do you seek inspiration?

As mentioned, the strongest inspiration comes from music.

How do you define success?

Success is satisfying not only myself but everyone involved. That doesn’t mean trying to please everyone but rather creating something that is unique yet aims to satisfy everyone, which is probably impossible to achieve.

Where do you see yourself in the future?

I hope to be in a position where I can convey to the world, even if only a little, the appeal of “printing” and “printed matter,” which is becoming old technology.

Masahiro Aoyagi is an art director and graphic designer. Since 1998, he has worked in the creative department of TOPPAN INC. He has worked on the art direction of corporate calendars and various other tools related to corporate branding, specializing in value-added printing and expression in printed materials using special processing. He is a member of JAGDA. He has won various awards, including three Graphis Platinum Awards; Gold, Silver, and Photography Awards at the Gregor International Calendar Awards; Gold, Silver, and Bronze Awards from BtoB Advertising; the Benny Award at the Premier Print Awards; and the Prime Minister’s Award at the All Japan Calendar Competition. He is also the winner of the All Japan Catalogue and Poster Competition.

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