There’s no distinction between anything, I find it impossible to tell where one person’s work ends and another’s begins. The desire to stand out, to add any iota of personality to the now so sacrosanct content has been eradicated. Often when I’m sent a link to a prospective employee’s personal website, I honestly don’t know whether I’m looking at a Tumblr of ‘inspiration images’ or their folio site. It’s a sea of clumsily pared down and timid work, conforming to one or another of a small handful of accepted layouts, my particular bugbear being the art gallery pamphlet with a few images randomly placed on the cover, with one word the right way up at the top, the second word rotated 90° at the right hand edge, the third word upside down at the bottom and the fourth word rotated -90° at the left edge. All set in Aperçu or a font with a weird lower case g designed by an ECAL student. Sometimes if I have further knowledge of the work, the designer will claim weeks of heavy research behind it, but I’m not so sure it takes reading countless Hans-Ulrich Obrist tracts to come up with that one.
http://www.isitisitisit.com/2013/06/bred-to-be-boring.html