We are super happy to our proposal to generate new knowledge of how systems can be engineered to be not only efficient and economic, but also be perceived as being esthetic, has been funded by the Council for Science and Technology. This research project is the first collaboration between the research groups of Prof. Adriaenssens (Department of Civil and Environmental Engineering CEE) and Prof. Todorov (Department of Psychology PSY). The scholarship of both groups is focused on forms, namely the generation of structural forms and the perception of abstract forms respectively and Prof. Todorov (Department of Psychology PSY). The scholarship of both groups is focused on forms, namely the generation of structural forms and the perception of abstract forms respectively