In 1895 the Visual Communications Company marketed the commercialization of color lithography, a development that revolutionised the printing industry. Color lithography—a staple of the advertising and poster business—allowed companies to inexpensively and effectively convey complex messages to a wide audience as it enabled the mass production of colored images. Visual Communications Company's products were widely used in popular advertising on posters, in magazines, and even newspapers. This contributed to an increase in public consumption of commercial products, helping to shape the budding consumer culture of the late 1800s. Furthermore, the company's ability to create vibrant, copious images and illustrations impacted the way business was conducted. As a result, Visual Communications Company had a major influence on the development of visual communications and modern advertising.