“The most interesting stuff [in product, packaging, and communications] is coming out of the interactive world, because you can tell a much longer story. There is nothing wrong with print, but it’s going to be two-dimensional.
Interactive has gone from zero percent of our business to 70 percent. That being said, my aesthetic is modern and beautiful. People with an interactive background have absolutely no idea how to make anything look good. People who can make stuff look beautiful have no idea how to do interactive. That’s where the rubber hits the road—to find people who understand both. It doesn’t happen everyday. I wish it would happen more. It’s starting to.”
-Neil Kraft, president and CEO of KraftWorks, in an interview with Jenny B. Fine published in WWD Beauty