The discipline that we now regard as design has evolved out of the former roles of the commercial artist and the artist craftsman. During the 20th century these roles brought the visual arts into industry, integrating them with the demands of technology. The role of the modern designer takes this evolution a stage further, incorporating the commercial influence of the market and the lifestyle aspirations of the consumer. Therefore, design is more than an expression of creative ideas on paper. To some extent everyone has creative ideas, however, the test of a designer's skill is in the ability to turn those ideas into reality, where the finished products work aesthetically, technically and commercially.