We live in a time when creative options feel endless. AI tools, templates, and online generators can produce hundreds of versions of anything in seconds. Fonts, colors, layouts, scenes, styles, effects. Everything is available. Everything is possible. But design has never been about using everything on the menu. Design is about choosing what belongs and letting the rest fall away. Real design is restraint. It is not a lack of creativity. It is the discipline to focus. It is t

Over the past year I have been paying close attention to how AI is influencing branding and packaging. Many businesses leaned into AI tools as a way to move quickly and save budget. It made sense. These tools offered instant ideas, easy visuals, and a way to generate content without the usual time or cost of creative development. At first, people felt energized by the possibilities. New creations appeared in seconds. New styles. New directions to explore. But something unexpe