Today, authors can function as writers, illustrators, and graphic designers simply by selecting a different tool on their computer, without the additional and ongoing expense of using skilled craftsmen. There has been a considerable swing away from these craftsmen to the easier and less expensive in-house productions. One result of this is an increase in the quantities of poorly produced communications that happen when an unskilled person is faced with major decisions about which typefaces, layouts, illustrations and other graphic elements to use in the printed piece. The information age has brought with it an increase in all forms of communication - radio, television, traditional print media, and in the last few years electronic mail. Badly, or inadequately designed pieces in any of these media forms do not stand a chance of competing with professionally produced media.
Information is absorbed by everyone from the time they awaken to the time they go to sleep.
Competing with this kind of onslaught of information, in the hopes that your message will get across before anyone else's is difficult. Relying entirely on the content of the message is not enough unless the audience is especially interested. Not only must the piece capture the attention and imagination of the readers, it must hold attention until the message is conveyed. It must also elicit a response. While some organisations can afford the services of professional designers, a number of people cannot or will not use their services.