Design is an idea that is simple which makes it very complex

"In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service." (Steve Jobs, CEO of Apple) The design of a product goes far beyond the thin layer of aesthetics, which is a point Jobs touches on. In early stages of development of a product, for example a sports coupe, a company must first look at its target clientele and direct competition from other automobile producers in its same class. The company must then design an exterior that will be as visually pleasing as the interior, while being superior to the previous years' model. The company must design engine, drive train, and safety features that will further increase the chances of individuals purchasing their product over others. Once the design for the entire car have been mapped out, the company must design methods of mass producing the car at an affordable price that will yield the highest profit margin without compromising the quality of the product. Finally, the company must design advertisement that will make the product appealing, affordable, and a more savvy investment than that of other motor companies' products. What individuals see as the sleek and simple design of a new automobile, is really the complexity of design that is involved in the innovation, production, and selling of the new product. Using another quote from Jobs, "Design is not just what it looks like and feels like. Design is how it works."