Something From Nothing

Tim Ross, principal, Kendall Ross—Most designers are familiar with their daily working medium. For instance, package designers are very adept and knowledgeable about printing on packaging. However, they may lack some traditional print skills, say for instance, developing a catalog, and vice-versa for a catalog designer trying to develop packaging. I believe some of this is a function of the last few years. We have required people to know so much about so many different areas of the design world that designers naturally gravitate to the segment in which they are most comfortable, and excel in that niche area.