Raymond Loewy

The world is filled with archaic objects - mailboxes which look like alarm boxes, banks which look like places to break out of rather than places to enter.

Between two products equal in price, function and quality, the one with the most attractive exterior will win.

Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.

Between two products equal in price, function and quality, the better looking will outsell the other.

The Coke bottle is a masterpiece of scientific, functional planning. In simpler terms, I would describe the bottle as well thought out, logical, sparing of material and pleasant to look at.