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In that context it would refer to the people that the documents you are creating are aimed at. You have to think about them and what they want and what would make them interested and how these things affect you create your document. A well designed document is going to be attractive to your audience and more people will buy it, or it will make it easier for them to get the information they need.
Picasso and Georges Braque together created Cubism.
Blue and red paint when mixed together create purple.
Electrons produce a magnetic force that holds earth together and trees
The literal definition is clay and chemicals fired together to create a hard brittle heat resistant material