The purpose of page layout is to consciously arrange text and graphics on a page in a way that supports the reading process and allows the reader to effortlessly follow the flow of information. It should blend words and images into an effective whole. Many of the basic principles of page layout in use today date back to the times when book printing was born in the Renaissance. The Industrial Revolution and Gestalt theory likewise have left their distinctive imprints on page design. The page designer's job, then, is to read and digest the text before making specific style choices and creating a layout that supports the writer's message.