Our  Principles

Innovative Design


Innovation in design is constantly offering new opportunities. We must always be evaluating these to leverage in our work.



A work must be useful. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.



Only well-executed designs can be beautiful. The aesthetic quality of a product is integral to its usefulness because products used every day have an effect on people and their well-being.




At its most basic a design must clearly express its function, apparent to the user's intuition. At best, it is self-explanatory.


Unobtrusive Design


Designs should be both neutral and restrained, to leave room for the user’s self-expression. fulfilling a purpose, like tools  neither decorative nor works of art.


Transparent Design


Design should not attempt to make a product seem more innovative, powerful or valuable than it really is. It should not attempt to manipulate the consumer with promises that cannot be kept.




Our work should avoid being fashionable and therefore never appear antiquated. Unlike fashionable design, it lasts many years – even when the trends may have changed.




Nothing must be arbitrary or left to chance in the design since care and accuracy in the design process show respect towards the consumer.




Do no harm to your environment,
ideally improve it.




Good design is as little design as possible. a job is finished not when there is nothing left to add but rather when there is nothing left to remove.

Communication Design for Technology

Crossing the Chasm of Popularity to Profitability

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©1997- 2012  Peter Eller  |  1157 east 23rd Avenue East  Vancouver, British Columbia, Canada, V5V 1Y8