Examine a product and ask the following:

a. What does the product do?

b. Who will use it? Where? When? Why?

c. What are their aspirations? How do they see themselves?

d. What aesthetics has the designer used? Why?

e. What associations? How did the designer create them? Why?

f. What perceptions? What is your reaction to the product? What made you feel that way?

g. How (intentionally or unintentionally) did the designer create that perception?

h. And finally: What was the designer trying to say?