Our perception is visceral. Reason plays a secondary role. I think we immediately recognize beauty that is a product of our culture and corresponds to our education. We see a form framed and condensed into an emblem, a shape or a design, which touches us, which has the quality of being a great deal and possibly everything in one : self-evident, profound, mysterious, stimulating, exciting, suspenseful. Whether the appearance that touches me really is beautiful cannot be properly judged by the form itself because the depth of felling that belongs to the sensation of beauty is not ignited by the form as such but rather by the spark that jumps from it to me. But beauty exists-although it makes relatively rare appearances and frequently in unexpected places. While in other places where we would expect it, it fail to appear. Can beauty be designed and made? What are the rule that guarantee the beauty of our product? Knowing about counterpoint, harmonics, the theory of color, the Golden section and “form follows function” is not enough. Methods and devices-all those wonderful instruments are no substitute for content, nor do they guarantee the magic of a beautiful whole.