Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel. — 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
