--- title: "11 Designer Quotes By Donald A. Norman" description: "11 Designer quotes by Donald A. Norman. Plus more from Donald A. Norman and more Designer sayings from other authors." image: "https://sms4smile.com/quotes/i/5b6/donald-a-norman-6862_challenges_a-challenge-to-the-designers-of-the-worl_1291489.jpg" --- > [A challenge to the designers of the world: Make signs unnecessary.](https://sms4smile.com/quotes/donald-a-norman/a-challenge-to-the-designers-of-the-world-make-signs-unnecessary/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/5b6/donald-a-norman-6862_challenges_a-challenge-to-the-designers-of-the-worl_1291489.jpg) > [A good designer will actually design the company.](https://sms4smile.com/quotes/donald-a-norman/a-good-designer-will-actually-design-the-company/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/df2/donald-a-norman-6862_business_a-good-designer-will-actually-design-the_1380371.jpg) > [Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.](https://sms4smile.com/quotes/donald-a-norman/design-is-really-an-act-of-communication-which-means-having-a-deep/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/49c/donald-a-norman-6862_communicate_design-is-really-an-act-of-communication_1166420.jpg) > [If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.](https://sms4smile.com/quotes/donald-a-norman/if-people-keep-buying-poorly-designed-products-manufacturers-and/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/a8e/donald-a-norman-6862_buying_if-people-keep-buying-poorly-designed-pr_2775637.jpg) > [Innocence lost is not easily regained. The designer simply cannot predict the problems people will have, the misinterpretations that will arise, and…](https://sms4smile.com/quotes/donald-a-norman/innocence-lost-is-not-easily-regained-the-designer-simply-cannot/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/f91/donald-a-norman-6862_arise_innocence-lost-is-not-easily-regained-th_1341597.jpg) > [The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a…](https://sms4smile.com/quotes/donald-a-norman/the-designer-shouldn-t-think-of-a-simple-dichotomy-between-errors-and/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/99a/donald-a-norman-6862_arise_the-designer-shouldn-t-think-of-a-simple_791941.jpg) > [Good design is also an act of communication between the designer and the user, except that all the communication has to come…](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/) [Image](https://sms4smile.com/quotes/i/f13/donald-a-norman-6862_appearance_good-design-is-also-an-act-of-communicat_416910.jpg) > [In their work, designers often become expert with the device they are designing. Users are often expert at the task they are…](https://sms4smile.com/quotes/donald-a-norman/in-their-work-designers-often-become-expert-with-the-device-they-are/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/c70/donald-a-norman-6862_design_in-their-work-designers-often-become-exp_1082795.jpg) > [The designer has an obligation to provide an appropriate conceptual model for the way that the device works. It doesn't have to…](https://sms4smile.com/quotes/donald-a-norman/the-designer-has-an-obligation-to-provide-an-appropriate-conceptual/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/a40/donald-a-norman-6862_accurate_the-designer-has-an-obligation-to-provid_2671820.jpg) > [When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the…](https://sms4smile.com/quotes/donald-a-norman/when-you-have-trouble-with-things-whether-it-s-figuring-out-whether/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/d48/donald-a-norman-6862_arbitrary_when-you-have-trouble-with-things-whethe_2639682.jpg) > [Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who…](https://sms4smile.com/quotes/donald-a-norman/everything-has-a-personality-everything-sends-an-emotional-signal/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/c39/donald-a-norman-6862_design_everything-has-a-personality-everything_1041701.jpg) ## Other authors on Designer ## 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/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ItemList", "@id": "https://sms4smile.com/quotes/about/designer/donald-a-norman/#itemlist", "name": "11 Designer Quotes By Donald A. 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Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/the-designer-shouldn-t-think-of-a-simple-dichotomy-between-errors-and/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/99a/donald-a-norman-6862_arise_the-designer-shouldn-t-think-of-a-simple_791941.jpg", "contentUrl": "https://sms4smile.com/quotes/i/99a/donald-a-norman-6862_arise_the-designer-shouldn-t-think-of-a-simple_791941.jpg", "url": "https://sms4smile.com/quotes/i/99a/donald-a-norman-6862_arise_the-designer-shouldn-t-think-of-a-simple_791941.jpg", "width": 1080, "height": 1080, "caption": "“The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 7, "item": { "@type": "Quotation", "text": "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.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/good-design-is-also-an-act-of-communication-between-the-designer-and/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/f13/donald-a-norman-6862_appearance_good-design-is-also-an-act-of-communicat_416910.jpg", "contentUrl": "https://sms4smile.com/quotes/i/f13/donald-a-norman-6862_appearance_good-design-is-also-an-act-of-communicat_416910.jpg", "url": "https://sms4smile.com/quotes/i/f13/donald-a-norman-6862_appearance_good-design-is-also-an-act-of-communicat_416910.jpg", "width": 1080, "height": 1080, "caption": "“Good design is also an act of communication between the designer and the user, except that all the…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 8, "item": { "@type": "Quotation", "text": "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 engineers, programmers, and managers.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/in-their-work-designers-often-become-expert-with-the-device-they-are/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/c70/donald-a-norman-6862_design_in-their-work-designers-often-become-exp_1082795.jpg", "contentUrl": "https://sms4smile.com/quotes/i/c70/donald-a-norman-6862_design_in-their-work-designers-often-become-exp_1082795.jpg", "url": "https://sms4smile.com/quotes/i/c70/donald-a-norman-6862_design_in-their-work-designers-often-become-exp_1082795.jpg", "width": 1080, "height": 1080, "caption": "“In their work, designers often become expert with the device they are designing. Users are often expert at…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 9, "item": { "@type": "Quotation", "text": "The designer has an obligation to provide an appropriate conceptual model for the way that the device works. It doesn't have to completely accurate but it has to be sufficiently accurate that it will help in both the learning of the operation and also dealing with novel situations.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/the-designer-has-an-obligation-to-provide-an-appropriate-conceptual/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/a40/donald-a-norman-6862_accurate_the-designer-has-an-obligation-to-provid_2671820.jpg", "contentUrl": "https://sms4smile.com/quotes/i/a40/donald-a-norman-6862_accurate_the-designer-has-an-obligation-to-provid_2671820.jpg", "url": "https://sms4smile.com/quotes/i/a40/donald-a-norman-6862_accurate_the-designer-has-an-obligation-to-provid_2671820.jpg", "width": 1080, "height": 1080, "caption": "“The designer has an obligation to provide an appropriate conceptual model for the way that the device works…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 10, "item": { "@type": "Quotation", "text": "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.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/when-you-have-trouble-with-things-whether-it-s-figuring-out-whether/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/d48/donald-a-norman-6862_arbitrary_when-you-have-trouble-with-things-whethe_2639682.jpg", "contentUrl": "https://sms4smile.com/quotes/i/d48/donald-a-norman-6862_arbitrary_when-you-have-trouble-with-things-whethe_2639682.jpg", "url": "https://sms4smile.com/quotes/i/d48/donald-a-norman-6862_arbitrary_when-you-have-trouble-with-things-whethe_2639682.jpg", "width": 1080, "height": 1080, "caption": "“When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 11, "item": { "@type": "Quotation", "text": "Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions. Bad websites have horrible personalities and instill horrid emotional states in their users, usually unwittingly. We need to design things-products, websites, services-to convey whatever personality and emotions are desired.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/everything-has-a-personality-everything-sends-an-emotional-signal/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/c39/donald-a-norman-6862_design_everything-has-a-personality-everything_1041701.jpg", "contentUrl": "https://sms4smile.com/quotes/i/c39/donald-a-norman-6862_design_everything-has-a-personality-everything_1041701.jpg", "url": "https://sms4smile.com/quotes/i/c39/donald-a-norman-6862_design_everything-has-a-personality-everything_1041701.jpg", "width": 1080, "height": 1080, "caption": "“Everything has a personality: everything sends an emotional signal. Even where this was not the intention of…” — Donald A. 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