Now by Frank Chimero

An interesting observation on how our digitally-saturated lives continue to favor and connect to physical world representations. Of dust we truly art I suppose:

It’s so interesting that we designers are all using these mockup templates to sell work through. Big agencies do it. Individual practices (like me) use the same files. Yet nothing ever gets physically produced. The work stays digital, but we need the mystique of physical production to get the kind of alignment necessary for clients to say yes. Nobody ever fell in love with a logo by seeing it mocked up in an email signature. We still emotionally favor the material world even if our branding strategies and marketing budgets shit-canned it ages ago.