Graphic Design for the market place is a every growing and broadening field. With this expanding field comes a need to understand even more what make you, a designer, succesfull. Ethnography without a doubt is useful and necessary for graphic design because it provides vital information about who the designer should be/will be aiming their advertisement at and with that information, how they will appeal to that audience. Without that information, a designer cannot be successful in designing a visual object, advertisement, or campaign that draws in a consumer. One of design's main goals is to grab someone's attention who usually would not give your product a second glance. With knowledge of a culture, a person's way of living, history, etc, that goal is attainable.