In this paper, preliminary results of the first stage of a long-term research that aims at systematizing the task of product design with an intended personality are reported. A survey was conducted to detect whether there is a correlation between product shapes and personalities. In the survey people were asked to associate personalities to shapes of different types of products. The data collected from the survey were analyzed using multivariate statistical techniques and the results obtained from correlation analysis between shapes and personalities are presented. At this stage, among the different aspects of the product appearance, the focus of the survey was on the shape of the product, as it is one of its most relevant features. The aim of this stage is to detect whether a high correlation exists between product shapes and product personalities. At the next stage if such correlation exists, the numerical description of the shape will be analyzed to identify common geometrical features of products sharing the same personality. This information can later be used as input for developing a new CAD system to assist designers to develop new products with embedded personalities.