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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

Donald A. Norman

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Donald A. Norman
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More quotes by Donald A. Norman

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It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format
Donald A. Norman
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If you think the products don't match what you want from a product, don't buy it.
Donald A. Norman
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Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. [...] The advent of hypertext is apt to make writing much more difficult, not easier. Good writing, that is.
Donald A. Norman
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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
Donald A. Norman
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I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.
Donald A. Norman
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We are victims of our own success. We have let technology lead the way, pushing ever faster to newer, faster, and more powerful systems, with nary a moment to rest, contemplate, and to reflect upon why, how, and for whom all this energy has been expended.
Donald A. Norman
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Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.
Donald A. Norman
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Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that
Donald A. Norman
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It was always amusing to be inside Apple and read what journalists said we were doing
Donald A. Norman
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I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function
Donald A. Norman
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What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.
Donald A. Norman
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Beauty and brains, pleasure and usability - they should go hand in hand.
Donald A. Norman
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Go to the bookstore and look at how many bookshelves are filled with books trying to explain how to work the devices. We don't see shelves of books on how to use television sets, telephones, refrigerators or washing machines. Why should we for computer-based applications?
Donald A. Norman
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Only the most sophisticated of beings can lie and cheat, and get away with it.
Donald A. Norman
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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
Donald A. Norman
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I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience everybody should own it.
Donald A. Norman
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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
Donald A. Norman
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I believe that robots should only have faces if they truly need them
Donald A. Norman
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I'm not a fan of technology . I'm a fan of pedagogy, of understanding how people learn and the most effective learning methods. But technology enables some exciting changes.
Donald A. Norman
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The current paradigm is so thoroughly established that the only way to change is to start over again.
Donald A. Norman