I create the same way I cook,
1) not making it too over-complicated, deep, or exotic. My goal is to make the work easy to approach and digest. After a taste the viewer starts to become curious, seeking out new hidden flavors.
2) In most cases a steady and calm approach makes the most sense. It is important to follow a given recipe; however, the designer should know how to season it on his own.
3) Rationality and mathematical correctness are attributes I value. The designs are based with strict grid systems and flexible geometrical forms.
4) Finally, as it is in the kitchen, the most important part is to know when to stop. No one wants something too pink, but neither overcooked.