To effectuate a visually discreet appearance of a product, the visual imagery has to incorporate almost every viewer. Welltherm GmbH based in Lüdenscheid/Germany is a European leader in the field of infrared heating. Different designs such as “wooden house”, “old building”, “country house” and “modern architecture” have been created to be included in the company’s product catalogue. The concept was developed in cooperation with managing director Hrisovalandis Stamenitis and the agency Trick-Design. This cooperation has resulted in almost sixty image motives matching eight categories.