Insight is critical
With today's on-demand digital printing systems, diverse digital file delivery options, and advanced software applications targeting the task of the prototype creation, insight is now more than ever the critical and very human component of the fine art of prototype delivery.
"There is no substitute for experience. A client can give a long list of specifications, goals, and imagery—the feeling and identity they envision for a package—but it's our job to take a step back and make sure we can produce that concept cost efficiently, ensuring the finished product will meet the ultimate goals of those who initiated the concept," Wallace continues. "We push to ensure we are delivering the essence of the brand in the packaging. Yes, advances in digital technologies play a huge role in how prototype work is being done today, but there is no substitute for knowing color intensity and understanding substrates when creating a three-dimensional mock-up."
- People:
- Rob Wallace
- Places:
- NEW YORK