Value wheel is a circle with nine value groups. Each group is introduced with an icon, a label, a mood-board, a descriptive sentence, five key values and some relevant terms. In the wheel, you can rank each group in their order of importance to you. Every group have a five-point-scale as “Extremely important”, “Very important”, “Important”, “Somewhat important”, and “Not important”. In addition to the words, colour saturation is stressed at various levels of the scale; the highest saturation for “Extremely important” and the lowest saturation for “Not important” and three more in between.
Value words are 45 two-sided cards (5 × 7 cm) with a value word on the front and its relevant value group (based on empirical research) at the back.
Picture cards contain 207 cards (7 × 10 cm) in three different types; 66 activities, 66 personas, and 75 products/services. Every activity cards contain a picture showing an activity or behaviour, without any description. At the bottom of these cards, there is a space in which people can write their own interpretations. The persona and products cards are combinations of pictures and texts. Persona cards include well-known people from all over the world in different disciplines, without judgment about their positive or negative influences, in addition to some artificial personas. Products/services cards contain a wide variety of products, services and design concepts.