Design as Kludi perceives it is one of the key factors in the strategic development of a firm. It is concerned primarily with the present and future needs of people and then leads to convincing concepts for products and systems.

Three criteria are essential to design:  

  • First: it is self-explanatory and speaks for itself (form follows function). 
  • Second: it makes life easier, more pleasant and more convenient for users.
  • Third: even after many years it literally remains worth seeing, so users will take pleasure in it.