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I have heard it said that a designer is an artist with constraints. Designers seek to create objective beauty in the utilitarian forms they create. The result is a public space or display that is both inviting and functional. Even with the surging dominance in commerce by on-line providers, people still go to stores. It helps draw people if that experience is pleasant. Pragmatically speaking, much of what I've learned about tolerances, production limitations, packaging, mass production, and writing instruction sheets comes from my POP and retail design projects. I can design in just about any material for just about any quantity...and keep it on budget. I enjoy my experiences in this part of my career, but, most importantly, it taught me how you don't need to be designing skyscrapers to make the world a more attractive place. Successful design comes in many sizes.