Helmets are an essential safety precaution while riding a two-wheeler. The appearance and aesthetics of helmets play an important role to attract buyers, i.e., make them choose a certain helmet, and also act as a way to communicate the language of a brand. The study focuses on how the elements of design in terms of appearance and aesthetics (form, material, finish, graphics and colours) affect the buyer’s perception (attention and purchase). The type of helmets considered for this study were open-face helmets from different brands in the Indian market.