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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.

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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In design it is important to shoe the effect of an action. ... Feedback is critical.
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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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Beauty and brains, pleasure and usability - they should go hand in hand.
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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.
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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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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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If you're more susceptible to interruption, you do more out of the box thinking.
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So what does a good teacher do? Create tension - but just the right amount.
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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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Simplification is as much in the mind as it is in the device.
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Attractive things work better.
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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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If you think the products don't match what you want from a product, don't buy it.
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It was always amusing to be inside Apple and read what journalists said we were doing
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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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To me, error analysis is the sweet spot for improvement.
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In my opinion, no single design is apt to be optimal for everyone.
Donald A. Norman
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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.
Donald A. Norman