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Designers also ventured into a territory closer to marketing than traditional graphic design. Data was collected on attendance counts, how people interacted in certain spaces, lengths of visits, etc.. Walter Dorwin Teague is important in his conceptual approach, determining what message the client should deliver and how. Instead of straightforwardly representing what a company does Teague simplified and streamlined the message, perhaps to the point of being simplistic. The end result was an exuberant romanticizing of the manufacturing process: technological development = utopia.