Primary level labeling is a procedure for identifying cluster groups according to similarity of secondary level labels, and thus gradually reducing the data to a higher order concept, which is given a primary level label. In this case, the primary labels were the five basic types of pleasurable forms. For instance, the secondary labels ‘beautiful material,’ ‘attractive color’ and ‘delightful shape’ were all associated with aesthetic qualities. Thus, these words were categorized under the primary label ‘Aesthetic Form,” as shown in Column 1 of Table 1. For validation purposes, the process of data grouping, secondary level labeling, and primary level labeling were completed with the assistance of another senior design professional.