The design style is characterized by functionality and low-key/elementary symbolism. Graphic design is applied in several forms of media. Alongside traditional print media such as magazines, books and posters, graphic design is also used in electronic and interactive media. Word combinations, symbols and images are created through use of various artistic and technical means to convey information for viewers. Therefore it is also referred to as visual communication or communication design. Graphic design is often closely linked to current events and different cultural influences in society. The range of application covers advertisement, branding/identity, public relations and communication for science and culture.