When evaluating design and products in general we do that according to a set of values, these values can be part global part cultural and part private, when working according to these values we turn them in to principles (for our own process), the principles is also a good way to distinguish one design-firm from another.
We consider simplicity a very high value, we believe a design have to make one clear statement (and usually only one), the design principles serves as the foundation for evaluating the designs, during the design process all criteria will be evaluated according to the design principles, in a few words and ordered by rank:
-Simplicity in all aspects
-Strong statement in shape and material
-Creating an experience for the end user
-User behavioral design
-Form follow function