Designers tend to take things very seriously. Even their phones.

Today’s society exists with everything we want right at our fingertips, something you can easily access in a few clicks. The things we design-and, really, the objects we use everyday-have been changed by the smartphone and our pocket-sized world. Because of this, design and packaging need to be simple, yet effective, to grab a consumer’s attention, while still resonating with them. A designer needs to effectively execute uncomplicated and memorable packaging in a world where multiple things at once are seen and swiped across from a handheld device.

We sat down with Sarah Moffat, the Chief Creative Officer at global design agency Turner Duckworth, to discuss how today’s pocket-sized world has given rise to numerous opportunities in both design and packaging.