Design is the meeting point between past and future of a product. Good design makes products capable of speaking about themselves, to inform on their intended duties and inspire even unexpected functions. It can transform the product into a social phenomenon with an impact higher than expectations of who manufactured it. The design is project, it looks to the experience already made and what still remains to be done: for this reason it is the best innovative moment. It is project, conceived in the round, from industrial reason, to aesthetic emotion, until functionality of the product. Design is the meeting point between vision, technology and creativity, not only a support to competitiveness of enterprises. If it is successful, design is an answer to the questions of society.