"Developing the font is not technologically complicated. The packaging on display is made of white paper because we want to tell people that design doesn't have to be always eye-catching, it can be simple but important, useful and careful when it addresses the basic needs of certain disabled groups," Li says.

"To serve the various needs of people with a humanistic approach" has been an orientation of design, Li noticed at Cannes.

It is also the commitment of the Design Intelligence Award, according to Gao Shiming, president of the China Academy of Art.

"In the decade following its launch, the award has been people-centered and oriented, advocating for kindness in design," he says.