Design needs to make use of codes in order to form communication, whether it follows traditional codes or breaks them it is still making an association with certain values, attitudes, beliefs, assumptions and practices held by the reader. A lot of these values are not controlled by the reader, but rather by social and cultural beliefs.
Large file sizes requiring high speed internet connections are becoming increasingly acceptable, which means a lot more video is finding it’s way online. This allows a strong narrative to be developed and an end user experience that can be much more engaging. At the same time, it's interesting to note how this is affecting the design and production of online work.
Audience interpretation of the meaning of design (visual communication) has only recently begun to be researched. Most of the theory has therefore been based on literature and communication research, as these theories can be applied to visual communication as well as written communication.