How do we design for the everyware? How do we design without screens, visual cues, without interruption or having the opportunity to demand exclusive attention? How do we design for something that happens subconsciously or continuously? Moving into the area of communication between people and objects there are a range of concepts and challenges never seen or met before online. Three universal concepts have stood out as important to understand better in order to design better: Technology itself, which we by misunderstanding also overcomplicate. Aesthetics – the motivational force of human emotion, and copying behavior – not reality.