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If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.

Donald A. Norman

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Donald A. Norman
Right
Designers
Thing
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People
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Continue
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Manufacturers
Keep
Poorly

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Attractive things work better.
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Beauty and brains, pleasure and usability - they should go hand in hand.
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The hardest part of design ... is keeping features out.
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If you're more susceptible to interruption, you do more out of the box thinking.
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The world is complex, and so too must be the activities that we perform. But that doesn't mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.
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So what does a good teacher do? Create tension - but just the right amount.
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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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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?
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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.
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It was always amusing to be inside Apple and read what journalists said we were doing
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Forget the complaints against complexity instead, complain about confusion.
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I believe that robots should only have faces if they truly need them
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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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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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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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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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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Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.
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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