Form: I consider form as the creator of myth, the promise of intention. What I design must be formally unique; it should be visually fast, and conceptually digestible.
Function: What I design will function easily. It will explain itself, and consider alternative situations. It will be durable for the toughest user, travel light, and work hard.
Ethics: What I design will not change social order. It will not offend the non-user, it will respect limitations in public and private space.
Ergonomics: It will feel good to touch, to interact with. It will relate to body size, to purpose and scenario.
Color & Material: Material will be an integral design criterion. What the product is made of will determine its sensuality, manufacturability, cost, and desirability.
Size & Portability: What I design will assume a space saving mentality it will be purposeful in use and out of use. It won’t require a carrying case, or have a mess of wires, it will be self contained, sculptural, purposeful.