The visualisation of ideas forms a significant part of any industrial design study. Using paper and a charcoal pencil, a graphics pad or a computer, images are created that aren’t just meant to look nice. Yet, what roles can and should they actually play in product development processes? Industrial designers Bram Norp and Elias van Hoek, both graduates of the University of Twente’s (UT) degree programme in Industrial Design Engineering, recognise big differences between sketching during their studies and in their day-to-day work at the PCV Group – revealing a large gap between theory and practice.