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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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Donald A. Norman
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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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I believe that robots should only have faces if they truly need them
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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.
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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.
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Attractive things work better.
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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 design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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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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It was always amusing to be inside Apple and read what journalists said we were doing
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The hardest part of design ... is keeping features out.
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The current paradigm is so thoroughly established that the only way to change is to start over again.
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Beauty and brains, pleasure and usability - they should go hand in hand.
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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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When I use a direct manipulation system whether for text editing, drawing pictures, or creating and playing games I do think of myself not as using a computer but as doing the particular task. The computer is, in effect, invisible. The point cannot be overstressed: make the computer system invisible.
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In design it is important to shoe the effect of an action. ... Feedback is critical.
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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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Having the best product means nothing if the people won't buy it.
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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.
Donald A. Norman