Toby Xi (席濤, Xí Tāo) is Professor in the School of Media & Communication and Ph.D. Program Supervisor at Shanghai Jiao Tong University. He directs SJTU's Institute of Information Design and is an SJTU Outstanding Instructor. Prof. Xi has been a researcher of Doctor Centre at Central Saint Martins College of Art & Design at the University of the Arts London (2009-2010), and is standing director of the China Industrial Design Association. He is also a high-level visiting scholar at La-Trobe University in Australia (2006). And he is an academic scholar at the University of Alberta in Canada (2016).

Prof. Xi graduated from the Department of Industrial Design of Jiang Nan University (BA), the Department of Design in Dong Hua University (MA) and Wu Han University of Technology (Ph.D.).

Current research focus:

Research on Cognition and Information Visualization, Visual Communication Research Method😥，Branding Identity Design

E-mail: torchx@sjtu.edu.cn