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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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Donald A. Norman
Understanding
Feelings
Also
Usability
Feel
Behavioral
Feels
Includes
Design
Control
Feeling

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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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Beauty and brains, pleasure and usability - they should go hand in hand.
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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.
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It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.
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When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.
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I prefer design by experts - by people who know what they are doing
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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.
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Having the best product means nothing if the people won't buy it.
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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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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.
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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.
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Attractive things work better.
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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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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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AS for all those mistakes I make - they are on purpose - to teach you how to deal with them
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Academics get paid for being clever, not for being right.
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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.
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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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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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I believe that robots should only have faces if they truly need them
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