Attention to Detail:
It's really quite simple. To produce the best in quality we need only look into the past. Traditionally, the workflow of a piece went through several phases.

A design studio or advertising agency would develop a concept and several design options. Once approved, the copy and layout would be sent off to a typesetting shop where skilled artisans would set the type to the specs as well as the layout, paying close attention to details like hyphenation, bad word breaks, widows, orphans, kerning, line endings, etc.

Setting type was really an art, an art which has largely been lost in today's high pressure world of the "get it done and get it out" mindset. Many companies have given the task of typesetting to designers, and although they are usually highly skilled people, this is not their expertise and ultimately not the best use of their time.

Continued...