The primary difficulty in semiconductor heat sink (and many other types of heat exchangers) research and design is not a lack of interest or money, but rather confusion with what being looked for and adequacy of the tools used for the search. As recently shown, there are few meaningful parameters (apart from sizes and weight) or physical characteristics of interest in semiconductor cooler design are local values. Even the maximum temperature of the base Tmax or semiconductor temperature are not local. In this work outlined the description in detail of arguments on how, and for what reasons, the measured data are to be simulated or measured and represented in a way that allows design goals to be formulated primarily with bulk physical characteristics. We demonstrate why studies of only averaged local integrated variables are not enough. Four sample semiconductor heat sinks of two morphologies (three samples of round pin fin and one sample of longitudinal rib fin sinks) were studied by different techniques and models. There were changes in by-pass values, external heat flux and flow rate. The results are depicted with using new parameters that better represent the needs of a design process as well as the usual parameters used in the past. Characteristics reported are the heat transfer rate in solid phase, relative fin effectiveness, and influence of only morphology features among others. Some suggestions for heat sink design are discussed.