Designing

Creating ads, brochures, catalogs and similar projects is more than creating a concept. Its trying to understand the end user and their needs or wants.

BUT more than that, how the final product will be produced or implemented. It is understanding that a low resolution RGB image wont work for some process', but that maybe exactly what you need to for others.

Its using the proper software and equipment to create the product and knowing how to use that software or equipment.

It is producing a quality project in a timely manner while still taking the time to assure the product is produced correctly.