 Design is one of the most important aspects of a product or service, it is through design that firms and brands can express personality which an individual identifies with.It has been said that design is the most potent expression of a brand's identity, especially when an individual's quest for personal quality of life and welfare is symbolized through different brands.Design can be used to convey if a certain brand is new and innovative such as Apple or old and retro such as the Volkswagen Beetle.