---
title: "2 Appliances Quotes By Donald A. Norman"
description: "2 Appliances quotes by Donald A. Norman. Plus more from Donald A. Norman and more Appliances sayings from other authors."
image: "https://sms4smile.com/quotes/i/5f1/donald-a-norman-6862_appliances_in-the-consumer-economy-taste-is-not-the_1929995.jpg"
---

> [In the consumer economy taste is not the criterion in the marketing of expensive soft drinks, usability is not the primary criterion in the marketing of home and office appliances. We are surrounded with objects of desire, not objects of…](https://sms4smile.com/quotes/donald-a-norman/in-the-consumer-economy-taste-is-not-the-criterion-in-the-marketing/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

[Image](https://sms4smile.com/quotes/i/5f1/donald-a-norman-6862_appliances_in-the-consumer-economy-taste-is-not-the_1929995.jpg)

> [Simplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.](https://sms4smile.com/quotes/donald-a-norman/simplicity-design-axiom-the-complexity-of-the-information-appliance/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

[Image](https://sms4smile.com/quotes/i/c50/donald-a-norman-6862_appliances_simplicity-design-axiom-the-complexity-o_3014642.jpg)

## More by Donald A. Norman

> [“key to winning the race is not to compete against machines but to compete with machines.”](https://sms4smile.com/quotes/donald-a-norman/key-to-winning-the-race-is-not-to-compete-against-machines-but-to/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [ Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. \[...\] The advent of hypertext is… ](https://sms4smile.com/quotes/donald-a-norman/hypertext-makes-a-virtue-out-of-lack-of-organization-allowing-ideas/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [We delude ourselves if we believe that skilled behavior is easy, that it can come about without effort. We forget the years of tuning,…](https://sms4smile.com/quotes/donald-a-norman/we-delude-ourselves-if-we-believe-that-skilled-behavior-is-easy-that/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [“Could we ever switch to this or any of the many other rational systems? Unlikely: tradition is difficult to overcome.”](https://sms4smile.com/quotes/donald-a-norman/could-we-ever-switch-to-this-or-any-of-the-many-other-rational/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [People Propose, Science Studies, Technology Conforms.](https://sms4smile.com/quotes/donald-a-norman/people-propose-science-studies-technology-conforms/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [“If designers and researchers do not sometimes fail, it is a sign that they are not trying hard enough—they are not thinking the great…](https://sms4smile.com/quotes/donald-a-norman/if-designers-and-researchers-do-not-sometimes-fail-it-is-a-sign-that/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [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…](https://sms4smile.com/quotes/donald-a-norman/what-makes-something-simple-or-complex-it-s-not-the-number-of-dials/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [Only the most sophisticated of beings can lie and cheat, and get away with it.](https://sms4smile.com/quotes/donald-a-norman/only-the-most-sophisticated-of-beings-can-lie-and-cheat-and-get-away/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require…](https://sms4smile.com/quotes/donald-a-norman/any-time-you-see-signs-or-labels-added-to-a-device-it-is-an/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [Good design is also an act of communication between the designer and the user, except that all the communication has to come about by…](https://sms4smile.com/quotes/donald-a-norman/good-design-is-also-an-act-of-communication-between-the-designer-and/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [“We need to remove the word failure from our vocabulary, replacing it instead with learning experience. To fail is to learn: we learn more…](https://sms4smile.com/quotes/donald-a-norman/we-need-to-remove-the-word-failure-from-our-vocabulary-replacing-it/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [When I use a direct manipulation system whether for text editing, drawing pictures, or creating and playing games I do think of myself not…](https://sms4smile.com/quotes/donald-a-norman/when-i-use-a-direct-manipulation-system-whether-for-text-editing/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [“Radical innovation is what many people seek, for it is the big, spectacular form of change. But most radical ideas fail, and even those…](https://sms4smile.com/quotes/donald-a-norman/radical-innovation-is-what-many-people-seek-for-it-is-the-big/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits…](https://sms4smile.com/quotes/donald-a-norman/technology-usually-provides-a-series-of-tradeoffs-each-asset-is/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

> [Simplification is as much in the mind as it is in the device.](https://sms4smile.com/quotes/donald-a-norman/simplification-is-as-much-in-the-mind-as-it-is-in-the-device/)

[Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/)

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