What did british publisher william morris contribute to the field of graphic design

British publisher William Morris was particularly important in the field of graphic design due to his advocacy of the Arts and Crafts movement. William Morris called for a fitness of purpose and truth to the nature of materials and methods of production that was very different from the artistic approaches of the Industrial Revolution. While the Industrial Revolution led to the commercial production of cheap books, William Morris wanted to highlight the individual expression of both the designer and the worker when it came to book design. This was a reaction against modern mass production.