Media forms a complex environment which consists of technology, society and culture. The process of mediatisation and social network development influence changes in society and culture and also in forms of communicative action. Because of the worrying degradation of life conditions in present social and natural surroundings and the troublesome downward economical trend, graphic designers must take a share in responsibility divided amongst all the sciences and humanities and try their best in realizing projects pertaining to sustainable development and conservation and further development od nature, culture and life on Earth. It is demanded to define some form of visual action that is not burdened by pressure of marketing strategies so we could eventually contribute to pluralism and abundance of knowledge and skill in the field of graphic design. It is necessary to articulate some kind of resistance to structures which are governed by the logic of profit. Visual configuration is not the accomplishment of truth, on the contrary, it is a social and active participation. Also, that does not mean its sole purpose is to configure a piece with emphasized activistic, political or didactic content – but indeed – that means there must exist a graphic designer (or any other person) who, representing the real world, does operate with necessary comprehension of reality and its social relationships.