Industrial Design is an applied art whereby the aesthetics and usability of products may be improved. Design aspects specified by the Industrial Designer may include the overall shape of the object, the location of details with respect to one another, colors, texture, sounds, and aspects concerning the use of the product ergonomics. Additionally the industrial designer may specify aspects concerning the production process, choice of materials and the way the product is presented to the consumer at the point of sale. The use of Industrial Designers in a product development process may lead to added values by improved usability, lowered production costs and more appealing products. It is important that in order to be an Industrial Design the product has to be produced in an industrial way, for example an artisan can't be considered an Industrial Designer although he may challenge the same aspects of a product.