Have you ever wandered down a shopping aisle and become overwhelmed with a flood of colours and shapes? Have you ever stopped at a product, gleaned the designs and wondered, which one shall I choose? Have you ever stopped at the shampoo range and perused the range of colours, from bright pinks to ocean blues to fluorescent greens? Have you ever become confused with the shapes, from the elegant curves of a squeeze bottle to the practical shape of the pump dispenser? Welcome to the universe of product design!