Psychophysiology can be defined as a science that studies the physiology of humans when they are in a particular psychological state. It is interested in human's heart- rate variability or changes in breathing rhythm when he is afraid, happy, surprised or under cognitive load. Nowadays, industry and society widely use the principles and methods of psychophysiology to improve their products and services. The modern company is interested not only in the physical, chemical or biological properties of its product, but also (and sometimes mainly) in how the product looks, feels or even smells. Apart from psychological measurement tools, these properties are usually measured using brain scanners, autonomic nervous system monitoring devices, or human behaviour measurement systems.