industrial design. Aesthetic Design Values, contains seven values. Artistic aspects and self-expression It is characterised by a belief that individual self-expression—or one's inner spiritual self and creative imagination, inner resources and intuition—should be utilised and/or be the base used when designing. These sentiments are closely linked to a number of artistic values found in movements like Expressionism and the Avant-garde art. Thus, this design value is closely related to abstract forms and expression, personal creative liberty, elitism and being ahead of the rest of society. The spirit of the time design value This design value is based on the conception that every age has a certain spirit or set of shared attitudes that should be utilised when designing. The Spirit of the Times denotes the intellectual and cultural climate of a particular era, which can be linked to an experience of a certain worldview, sense of taste, collective consciousness and unconsciousness. Thus “form expression” which can be found, to some extent in the “air” of a given time and each generation, should generate an aesthetic style that expresses the uniqueness related to that time. The structural, functional and material honesty design value Structural Honesty is linked to the notion that a structure shall display its “true” purpose and not be decorative etc. Functional honesty is linked to the idea that a building or product form shall be shaped on the basis of its intended function, often known as “form follows function”. Material honesty implies that materials should be used and selected on the basis of their properties, and that the characteristics of a material should influence the form it is used for. Thus, a material must not be used as a substitute for another material as this subverts the materials “true” properties and it is “cheating” the spectator. The simplicity and minimalism design value This design value is based on the idea that simple forms, i.e. aesthetics without considerable ornaments, simple geometry, smooth surfaces etc., represents forms which are both truer to “real” art and represents “folk” wisdom. This design value implies that the more cultivated a person becomes, the more decoration disappears. In addition, it is linked to the notion that simple forms will free people from the everyday clutter, thus contribute to tranquillity and restfulness. Nature and organic design value This design value is based on the idea that nature (i.e. all sorts of living organisms, numerical laws