“…In his wellknown contribution "Seeking the Ideal Form", Bloch (1995) uses the subdivisions "shape, scale, tempo, proportion, materials, colour, reflectiveness, ornamentation and texture" which were first introduced by Davis (1987), and Kellaris and Kent (1993). According to Seeger (2014), the product design is divided into 4 different subgestalts, which build on one another. The subgestalts are layout, shape, colour and graphics of which the latter is extended by the surface (Holder, 2016).…”