Design is the creative act of determining and defining a product's form and features which takes place in advance of the physical act of making a product. Design can be intuitive creativity or calculated scientific decision-making, but often emphasizes both at the same time; it can be influenced by factors as varied as materials, production processes, business strategy and prevailing social, commercial or aesthetic attitudes. The role of ALTA design & engineering manufacturing is to create and execute design solutions for problems of form, function, usability, physical ergonomics, marketing, brand development, and sales.