This paper reports on a series of interviews with practising industrial design consultants. The difficulties they encounter in communicating with clients on the subject of product appearance are discussed. The effects on the design process, manufacture and subsequent marketing of the product are explored. A preliminary tool is presented for communicating on the subject of consumer response to product appearance. Designers' views on how this might assist in communicating with their clients are discussed. In closing the paper, suggestions for possible future work are presented and conclusions are drawn.