Taguchi parameter design is an approach to reducing performance variation of quality characteristic value in products and processes. Taguchi has used signal-to-noise(SN) ratio to achieve the appropriate set of operating conditions where variability around target is low in the Taguchi parameter design. Many statisticians criticize the Taguchi techniques of analysis, particularly those based on SN ratio. In this paper we propose a substantially simpler optimization procedure for parameter design without resorting to SN ratio.