Chemometrics is a recent discipline concerned, principally, with the application of mathematics and statistics to laboratory systems. One way in which the chemometrician can aid the environmental analytical chemist is via planned experimental designs. In this paper the importance of experimental design is illustrated and the main considerations prior to experimentation, namely, degrees of freedom, analytical errors, coding and modelling, are outlined. This is exemplified by a study of the influence of potentially toxic heavy metals on the growth of barley seedlings. Undesigned univariate experiments suggest that T1 is probably more toxic than Cd. A three factor central composite design is reported, to study the relative toxicities of Tl, Cd and Pb and also of Tl, Fe and Zn. The paper exemplifies how much information can be obtained from the resultant experimental response data. Multilinear regression can be employed to produce a quadratic model: this can be interpreted graphically by reconstructed univariate response curves and 3-dimensional response surfaces. Analysis of variance is a statistical method for computing how well the model has been fitted, taking into account analytical errors. With the aid of modern graphical computing, a variety of confidence intervals can be displayed for both univariate and bivariate responses. The usefulness of the design can be visualised by displaying leverage over and outside the experimental region. Finally future trends in multivariate response methodology are discussed. © 1990, Taylor & Francis Group, LLC. All rights reserved.