The goal of this paper is to discuss the key issues in the computer-aided surface modeling tools used in the industrial aesthetic design workflow and to highlight the problems that still make styling activities difficult. Based on the experience gained while working on two different European projects, with the collaboration of industrial designers of different fields, a general industrial design workflow is illustrated, pointing out the main differences between the automotive and non-automotive sectors. Among the emerged critical issues, particular emphasis is given to the high request of tools more suitable for the mentality of creative users; short research surveys aimed to meet this request are included, and finally authors indicate a branch of research in which they are investigating and they consider particularly worth exploring further.

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