From PREFACE:

In the book, a sculptor's technique is applied, that of using a chisel and a hammer to chip away splinters of granite bit by bit until a rock-hard shape is slowly materializes from what has been vague and transient in the mind. The short essays about various products that this book is comprised of were intended as the blows of such a hammer. Taken alone, each essay may not account for much. In some cases, the reader might not agree with the reasoning presented. Perhaps sometimes the author, when pressed, would not even be able to defend satisfactorily his line of thinking. But what might be a drawback in the case of a single product analysis may perhaps be considered acceptable when the same issue is approached, explained, illustrated, and interpreted time and time again through a series of various examples. Finally, through the application of this technique, what began as a vague vision will hopefully acquire the strength of a credible concept.

The essays always point to the three building blocks of appearance of the successful products they analyze--visual order, functionality, and reference to the contemporary visual culture--not always, however, in a truly balanced way. Sometimes one aspect will be analyzed, while the remaining two are given only passing attention. This manner was chosen intentionally. First, trying to be exceedingly correct frequently produces a text that is stifling to read. Second, some of the analyzed forms naturally lead to recognizing one feature more easily than others, with some forms displaying exemplary visual order, the others a well-expressed function, and yet others interesting references to the prevailing visual culture. And finally, working with a sufficient number of samples assures that none of these features will be under-represented.

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