There is very little point in asking a consumer about the aesthetics of a product or its packaging, for the simple reason that he is not aware of the brain’s aesthetic preferences. What is beauty or ugliness anyway? And is beauty more powerful than ugliness? In our design and packaging research, we measure the brain’s response to the design elements used. We can see what emotions the design product evokes and even look for the associations activated in the brain. This allows us to provide definitive advice about buying intentions.