Something From Nothing

Alan Just, art director, packaging, Directions Inc.—As a designer, I feel I am never versed enough. Most printing technologies are moving targets, with a lot of churn in innovation. It can be foolhardy to assume a particular process is the same as the last time it was used.

Designers should be asking, “What design problem am I trying to solve? Is there a simpler approach? What am I not seeing?” These questions, and others, should not only be asked of the design/client team, but of the printing/production vendors as well.