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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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I prefer design by experts - by people who know what they are doing
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Innocence lost is not easily regained. The designer simply cannot predict the problems people will have, the misinterpretations that will arise, and the errors that will get made.
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Attractive things work better.
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Academics get paid for being clever, not for being right.
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Beauty and brains, pleasure and usability - they should go hand in hand.
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Forget the complaints against complexity instead, complain about confusion.
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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
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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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So what does a good teacher do? Create tension - but just the right amount.
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.
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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.
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Having the best product means nothing if the people won't buy it.
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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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Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.
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AS for all those mistakes I make - they are on purpose - to teach you how to deal with them
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No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.
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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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If you think the products don't match what you want from a product, don't buy it.
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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