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Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

Donald A. Norman

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Donald A. Norman
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More quotes by Donald A. Norman

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Readers always seem to think that the author has some control over the design of their books.
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I prefer design by experts - by people who know what they are doing
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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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I believe that robots should only have faces if they truly need them
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It is the duty of machines and those who design them to understand people. It is not our duty to understand the arbitrary, meaningless dictates of machines.
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As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace, customers who are not captivated by technology, but who instead want reliability, convenience, no fuss or bother, and low cost.
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
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To me, error analysis is the sweet spot for improvement.
Donald A. Norman
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The hardest part of design ... is keeping features out.
Donald A. Norman
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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Beauty and brains, pleasure and usability - they should go hand in hand.
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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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.
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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.
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The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are not technological: they are social and organizational.
Donald A. Norman
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Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.
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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Simplification is as much in the mind as it is in the device.
Donald A. Norman
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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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