By this stage students were also asked to decode the words like elegance, sporty, friendly, funny, modern and executive-ness by finding the images which depict similar character. Those collected images worked as a mood board for the product form development.

The concept evaluation and selection was done keeping in mind the review of received in group discussion session and feedback from the Professors in one to one interaction. After this stage Prof. R. Sandesh also interacted with students to give them guidance for the refinement and fine-tuning of formal treatment of the concepts.