Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from… — Donald A. Norman Copy Share Image
It is the duty of machines and those who design them to understand people. It is not our duty to understand the… — Donald A. Norman Copy Share Image
I'm not a fan of technology . I'm a fan of pedagogy, of understanding how people learn and the most effective learning… — 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
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
It is not enough that we build products that function, that are understandable and usable, we also need to build products that… — Donald A. Norman Copy Share Image
Having the best product means nothing if the people won't buy it. — 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
Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever. — 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 Image
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 Image
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 Image
“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 Image
“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 Image
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 Image
Only the most sophisticated of beings can lie and cheat, and get away with it. — Donald A. Norman Copy Share Image
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 Image
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 Image
“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 Image
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 Image
