A challenge to the designers of the world: Make signs unnecessary. — Donald A. Norman Copy Share Image
Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating. — Donald A. Norman Copy Share Image
If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual. — Donald A. Norman Copy Share Image
Innocence lost is not easily regained. The designer simply cannot predict the problems people will have, the misinterpretations that will arise, and… — Donald A. Norman Copy Share Image
In their work, designers often become expert with the device they are designing. Users are often expert at the task they are… — Donald A. Norman Copy Share Image
The designer has an obligation to provide an appropriate conceptual model for the way that the device works. It doesn't have to… — Donald A. Norman Copy Share Image
When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the… — Donald A. Norman Copy Share Image
The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a… — Donald A. Norman Copy Share Image
Good design is also an act of communication between the designer and the user, except that all the communication has to come… — Donald A. Norman Copy Share Image
Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who… — 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
![“In their work, designers often become expert with the device they are designing. Users are often expert at the task they are trying to perform with the device. [...] Professional designers are usually aware of the pitfalls. But most design is not done by professional designers, it is done by…” quote by Donald A. Norman](https://sms4smile.com/quotes/i/c70/donald-a-norman-6862_design_in-their-work-designers-often-become-exp_1082795.jpg)
