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Graphic design has a big influence on what people decide to do - what products they buy, what shops they go into, etc. If you think about it, if something doesn't hold any appeal you don't buy it or even look at it again. Trends in culture are reflected in graphic design because to make a product successful, it has to appeal to the people. To appeal to the people, the product has to reflect the current factors that most appeal to everyone (or the specific grouping of people it's aimed at).

So, graphic design both creates trends in society and reflects them. Media plays a large role in human life, seeing as we are very visual beings. Thus, the media people are exposed to shape the type of environment we live in.

Then there's the whole other thing with graphic design and how it can be manipulated to reach separate groups of people. That's a whole different question though.

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