On one side it looks obvious — you design for human people. But what does it mean? Let’s imagine a person — he is carefully dressed, calm. Well-identified from a long distance. OK, you notice him. Then what? What common can we notice in charismatic people? Their emotions. You feel their words, you are ready to follow them, and you understand that charisma is not about a nice suit.
The design should be emotional, and these emotions can change but still be recognizable. Design is not just a language to communicate as many think (otherwise it turns into decoration), but the message itself as well — this is our deep belief.