This chapter reveals a rich vein of studies examining the links between personality and graphic expression. It highlights the principles that can, given evidence for the consistency of all graphic expression, be applied across to design and marketing. Without design and marketing it is difficult to see how many businesses would survive. T. S. Waehner's study focused on the formal aspects of the drawings of nursery school pupils and college students, producing personality descriptions of the 'artists' from an analysis of the features contained in the drawings and paintings analyzed. If graphic expression communicates much about the person who has created it, this could be precisely because a person projects aspects of him-or herself into the graphic work he or she creates. Given the importance of design and marketing in the world, an understanding of the critical role played by personality in shaping graphic expression highlights an individual factor of which organizations need to be aware.