We are so used to accept new technologies being the driver of change and innovation in human computer interfaces (HCI). In our research we focus on the development of innovations as a design process--or design, for short. We also refer to the entire process of creating innovations and putting them to use as "cognitive processes"--or cognition, for short. Scientific but simplistic design approaches often do not help to answer relevant questions in everyday computer design. In two experiments we show how practical design questions can be examined: (1) "How does color and shape of a web site attract users and help to memorize its content?" (2) "How does shape and texture influence the believability of computer generated characters?" The results show that design aspects such as color, shape, and texture greatly influence the emotional assessment and cognitive performance of users. [For full proceedings, see ED571332.]