This seems to be my main area of work these days as the more traditional product models occupy the world of 3D print or are made cheaply in the Far East. I am finding that the model making, my primary focus is giving way to more design and engineering. Certainly, where projects rely on a complex mix of material and technologies the expertise of the traditional model maker seems to be a logical solution. I do worry that the new breed of model makers are not building the same knowledge base for the future, and that the drivers of the technology don’t believe this knowledge to be relevant. It is interesting though that technology has led to the ‘democratisation’ of prototyping through the use of 3D print media but has also spawned the democratisation of design, much the same as ‘Pro Tools’ has allowed anybody with a lap top to be a music producer. I can’t help but feel that the days of the large consultancy may be numbered but many, including myself would argue that should not be the case. Why? At the end of the day, throwing people and technology at a problem will not necessarily achieve the best result. It’s common sense that in the creative industries, the fundamentals of understanding, what adds value, is in the head of the creator. Creative restraint and tapping into the psychology of what makes a product truly great (and why people buy it) is still very much a human instinct.