ABSTRACT
Humans have through all times struggled to understand the reality they are surrounded with. In our everyday life we search for usable hints and signs, which can guide our interpretation of reality. When we first perceive a product, the attention will be drawn to signs that can help to identify and categorise the product. This mental identification process, which usually takes milliseconds, creates our opinion of what kind of product it is, what qualities it has and even who the user might be. What is it that really happens in this process?
