“Cognition attempts to make sense of the world: emotion assigns value.” — Donald A. Norman Copy Share Image
Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are… — Donald A. Norman Copy Share Image
“key to winning the race is not to compete against machines but to compete with machines.” — Donald A. Norman Copy Share
Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. [...] The advent of hypertext is… — Donald A. Norman Copy Share
We delude ourselves if we believe that skilled behavior is easy, that it can come about without effort. We forget the years of tuning,… — Donald A. Norman Copy Share
“Could we ever switch to this or any of the many other rational systems? Unlikely: tradition is difficult to overcome.” — Donald A. Norman Copy Share
“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… — Donald A. Norman Copy Share
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… — Donald A. Norman Copy Share
Only the most sophisticated of beings can lie and cheat, and get away with it. — Donald A. Norman Copy Share
Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require… — Donald A. Norman Copy Share
Good design is also an act of communication between the designer and the user, except that all the communication has to come about by… — Donald A. Norman Copy Share
“We need to remove the word failure from our vocabulary, replacing it instead with learning experience. To fail is to learn: we learn more… — Donald A. Norman Copy Share
When I use a direct manipulation system whether for text editing, drawing pictures, or creating and playing games I do think of myself not… — Donald A. Norman Copy Share
“Radical innovation is what many people seek, for it is the big, spectacular form of change. But most radical ideas fail, and even those… — Donald A. Norman Copy Share
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… — Donald A. Norman Copy Share
