Those who wish to sum up the recent culture of visual communications into one single word, can simply describe it as complexity. Regardless of the media technology used, each message is determined by numerous and different interpretations, both by designers as well as by the users. Commercialism and consumability that top the list in the designer’s work, have led to the situation in which the only purpose of existence of a great number of designers has become the realisation of their ideas, regardless of what they mean to the wider public and the integral design context. The developed society is becoming less and less sensitive to the messages which the designers in co-operation advertisers try to spread as much as possible, whereas some campaigns permeate all the consumers pores like some kind of a virus.