That's important, because the presentation of a message affects what it says. You wouldn't try to dress nicely when meeting with clients if that weren't true...you'd show up in cutoffs and sneakers. Your materials must "dress" nicely, too. They need to have pattern and pace; they need to integrate content with white space, which moves your eye. It makes them beautiful and believable. Purposeful. Intelligent.

Your message is taken seriously. People listen. They think. And that's communication.