A wrapping paper designer could also design the box, and vice versa, but the two roles should not be confounded. The former is primarily about affect, about pattern, fundamentally 2-dimensional, could be complex but the complexity is never spatial; the latter is about space and spatial experience.
In an analogy, designing the fabric pattern is not the same as designing the dress with its 3-d proportions.
They could both be excellent, but the fabric has no use were it not for the dress - which one is more important? Will you buy a dress designed by (insert-famous-name) made out of an anonymous, run-of-the-mill fabric or will you buy a dress designed by an anonymous, run-of-the-mill fashion designer made out of (insert-famous-name) fabric? Granted one should see the dress before deciding, but we would think the exceptional fashion designer will handle the ordinary fabric so well that the dress will be exceptional while the exceptional fabric is wasted in the hands of a mediocre dress designer.
Today, there are so many wrapped boxes that one thinks the wrapper is more important. It is for the first five seconds or ten months... and then?
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