2 Chapter 1 often refer to designer clothes, design icons, and beautiful cars, examples of which are given in Figures 1.1 and 1.2. In these examples, the products fulfill a range of requirements with regard to visual impact, i.c. something that appeals to our visual perception, and technical function, both of which are important in defining so-called “good design.” The word “design” is used as both a noun and a verb, and it carries a wide range of context- sensitive meanings and associations. As stated by George Cox in the Cox Review (Cox, 2005), “Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.” In essence design can be considered to be the process of conceiving, developing, and realizing products, artifacts, processes, systems, services, and experiences with the aim of fulfilling identified or perceived needs or desires typically working within defined or negotiated constraints. This process may draw upon and synthesize principles, Figure 1.1 Piaggio’s Vespa, which was launched in 1946. The Vespa was an early example of monocoque construction where the skin and frame are combined as a single construction to provide appropriate rigidity and mounting for the vehicle's components and riders.