*Graphic design contributed to a culture of consumption and modernism became a consumable idea, as once-experimental forms were popularized through style trends.
*Graphic designers were increasingly involved in creating lifestyle fantasies that were not inherently connected to the goods and services they sold.
* Brand identities not only lent an appearance of difference to similar products but also became commodities themselves, demonstrating that a designed concept was a marketable one.
*Art directors, commercial artists and layout designers began to see the value and professional organizations and trade publications that highlighted their respective roles and promoted their field as a whole.