Handicraft.
Calling communication an artisanal handicraft may appear slightly pretentious. But the artisanal aspect of our work is based on the merits of an elementary quality. This might be a more efficient cutting of a film, a more elegant pruning of a photo, a more reader friendly text, a more sophisticated way of interactive media. Sometimes it’s a more thorough proofreading. The keyword is “more”, and don’t ever let it be “less”.
