The Coke bottle is a masterpiece of scientific, functional planning. In simpler terms, I would describe the bottle as well thought out, logical, sparing of material and pleasant to look at.
American products are marvels of production and functionality, but were unnecessarily and unbearably ugly, noisy smelly and offensive.
Noise is a parasite. Anything noisy is poorly designed.
I've been accused of being a shell designer - you start with a machine and enclose it. But in many cases, the shell is essential. A locomotive without a shell would be nonfunctional.
Between two products equal in price, function and quality, the better looking will outsell the other.
