Production design is the visual art and craft of cinematic storytelling. If you see, a film is ultimately a visual medium; its visual material is almost like another actor, itself creating a mood and eliciting an emotional reaction from the audience. As settings are not merely backdrops for the action but symbolic extensions of the theme and characterizations, and real, isn’t it always best for the film? There is a need for a designer who will design a world with its own inner logic and truth by selecting the settings and style to visually tell the story. That is when the production designer comes into the picture. It is the production designer's responsibility to find the right visual and spatial elements that best convey the film’s theme and emotion.