Design often works best when there are limits because it pushes you to be more creative within the confines.
All the imagination in the world means very little unless you have the tools required to craft that imagination into something aesthetically pleasing. The intrinsic ability to understand space, typography and dynamism all play a part in ensuring that artworking a project includes that all important term; creative.
Although the term ‘creative artworking’ is an industry term, I honestly believe there’s more to it than that. Research, passion and understanding the audience are all key requirements in designing a piece of artwork that seeks to sell either an idea, product or piece of information.