At first sight we associate design with aesthetics – and aesthetics with beauty. But ask yourself if aesthetics need to derive from the realm of product development. The answer is given by Germany`s Squareone design agency: a product has to convince the human onlooker – and this is where its exterior form takes on the task of selling its inner value. “The message of a product, what it expresses emotionally, is often neglected in many areas of the industry,”explains Martin Topel from the Düsseldorf-based Squareone GmbH.