Referring back to the beginning of this text, how does we start to remember food? Which were the senses we first activate thinking about it? The sight and smell. Depending on the situation, our desires are activate before anything ell, by the image or by the smell. How many times we fell a watering mouth just by see a patsies window or fell tempted into enter in a coffee house just because of the smell of it? And the many times we select a sweet among lots of others just because it captured out attention by it appearance? The sight, as the aesthetic factor, is in many situations prevalent in leading our acts. And this has much to do with the role of design.