Graphic design is more than pretty shapes and pictures. True graphic design uses words, color, shapes and space to communicate with the viewer in a very concise way that words alone will never be able to. You've probably heard it said that a picture is worth a thousand words, that is never more true than with graphic arts. True graphic design can use imagry and color to invoke any desired emotion in the viewer. Because of it's ability to communicate with the emotional body it is a very effective marketing tool. Graphic design, as well as the other forms of multimedia, has been used for decades to communicate with the consumer to influence buying habits. Red can evoke high energy responses while blues can create calm and tranquility.