For AJW, the ultimate test of good design is not in the quality of the object itself, but rather in the quality of experience that it affords and its fit with the environment. According to AJW, “the value of design work can only be evaluated when the work is being applied in practice; the evaluation depending on the degree to which we can befriend our surroundings.” High quality design fully integrates the form and the function with the design idea legible in the appearance of the object, with the visual structure conveying the functional process.

In AJW’s words, “design is the art that creates the face of our times more than any other artistic discipline. It is an art that shapes customs and decisively affects the forming of our views and aesthetic positions; art saturated with the everyday, penetrating into homes, and spilling out into the streets.” This understanding of design and its profound impact on the world has made AJW’s design always attentive to environmental concerns and social inclusion and sustainability. For AJW, every design has a consequence: imaginably positive and potentially detrimental and it is the designer’s moral prerogative to never forget about the impact of their work and the resulting responsibility to subjugate his or her own creativity and imagination to the scrutiny of a critical consideration: how will this design contribute to a better world?