--- title: "11 Products Quotes By Donald A. Norman" description: "11 Products quotes by Donald A. Norman. Plus more from Donald A. Norman and more Products sayings from other authors." image: "https://sms4smile.com/quotes/i/127/donald-a-norman-6862_business_having-the-best-product-means-nothing-if_2572609.jpg" --- > [Having the best product means nothing if the people won't buy it.](https://sms4smile.com/quotes/donald-a-norman/having-the-best-product-means-nothing-if-the-people-won-t-buy-it/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/127/donald-a-norman-6862_business_having-the-best-product-means-nothing-if_2572609.jpg) > [How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.](https://sms4smile.com/quotes/donald-a-norman/how-do-you-discover-a-need-that-nobody-yet-knows-about-this-is-where/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/d28/donald-a-norman-6862_breakthrough_how-do-you-discover-a-need-that-nobody-y_881822.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) > [It is not enough that we build products that function, that are understandable and usable, we also need to build products that…](https://sms4smile.com/quotes/donald-a-norman/it-is-not-enough-that-we-build-products-that-function-that-are/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/c07/donald-a-norman-6862_beauty_it-is-not-enough-that-we-build-products_2283555.jpg) > [The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are…](https://sms4smile.com/quotes/donald-a-norman/the-major-problems-facing-the-development-of-products-that-are-safer/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/3bd/donald-a-norman-6862_development_the-major-problems-facing-the-developmen_2568652.jpg) > [No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through…](https://sms4smile.com/quotes/donald-a-norman/no-product-is-an-island-a-product-is-more-than-the-product-it-is-a/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/22f/donald-a-norman-6862_finals_no-product-is-an-island-a-product-is-mor_2465935.jpg) > [If you think of the product as a service, then the separate parts make no sense - the point of a product…](https://sms4smile.com/quotes/donald-a-norman/if-you-think-of-the-product-as-a-service-then-the-separate-parts-make/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/2b9/donald-a-norman-6862_components_if-you-think-of-the-product-as-a-service_1052449.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) > [Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good,…](https://sms4smile.com/quotes/donald-a-norman/too-many-companies-believe-that-all-they-must-do-is-provide-a-neat/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/dde/donald-a-norman-6862_believe_too-many-companies-believe-that-all-they_3087275.jpg) > [Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well,…](https://sms4smile.com/quotes/donald-a-norman/products-were-once-designed-for-the-functions-they-performed-but-when/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/3e7/donald-a-norman-6862_advantage_products-were-once-designed-for-the-func_2394960.jpg) > [User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from…](https://sms4smile.com/quotes/donald-a-norman/user-experience-is-really-the-whole-totality-opening-the-package-good/) [Donald A. Norman](https://sms4smile.com/quotes/author/donald-a-norman/) [Image](https://sms4smile.com/quotes/i/a7b/donald-a-norman-6862_example_user-experience-is-really-the-whole-tota_1471745.jpg) ## Other authors on Products ## 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/products/donald-a-norman/#itemlist", "name": "11 Products Quotes By Donald A. 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Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Quotation", "text": "If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/if-people-keep-buying-poorly-designed-products-manufacturers-and/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/a8e/donald-a-norman-6862_buying_if-people-keep-buying-poorly-designed-pr_2775637.jpg", "contentUrl": "https://sms4smile.com/quotes/i/a8e/donald-a-norman-6862_buying_if-people-keep-buying-poorly-designed-pr_2775637.jpg", "url": "https://sms4smile.com/quotes/i/a8e/donald-a-norman-6862_buying_if-people-keep-buying-poorly-designed-pr_2775637.jpg", "width": 1080, "height": 1080, "caption": "“If people keep buying poorly designed products, manufacturers and designers will think they are doing the…” — Donald A. 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Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/it-is-not-enough-that-we-build-products-that-function-that-are/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/c07/donald-a-norman-6862_beauty_it-is-not-enough-that-we-build-products_2283555.jpg", "contentUrl": "https://sms4smile.com/quotes/i/c07/donald-a-norman-6862_beauty_it-is-not-enough-that-we-build-products_2283555.jpg", "url": "https://sms4smile.com/quotes/i/c07/donald-a-norman-6862_beauty_it-is-not-enough-that-we-build-products_2283555.jpg", "width": 1080, "height": 1080, "caption": "“It is not enough that we build products that function, that are understandable and usable, we also need to…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 5, "item": { "@type": "Quotation", "text": "The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are not technological: they are social and organizational.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/the-major-problems-facing-the-development-of-products-that-are-safer/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/3bd/donald-a-norman-6862_development_the-major-problems-facing-the-developmen_2568652.jpg", "contentUrl": "https://sms4smile.com/quotes/i/3bd/donald-a-norman-6862_development_the-major-problems-facing-the-developmen_2568652.jpg", "url": "https://sms4smile.com/quotes/i/3bd/donald-a-norman-6862_development_the-major-problems-facing-the-developmen_2568652.jpg", "width": 1080, "height": 1080, "caption": "“The major problems facing the development of products that are safer, less prone to error, and easier to use…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 6, "item": { "@type": "Quotation", "text": "No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/no-product-is-an-island-a-product-is-more-than-the-product-it-is-a/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/22f/donald-a-norman-6862_finals_no-product-is-an-island-a-product-is-mor_2465935.jpg", "contentUrl": "https://sms4smile.com/quotes/i/22f/donald-a-norman-6862_finals_no-product-is-an-island-a-product-is-mor_2465935.jpg", "url": "https://sms4smile.com/quotes/i/22f/donald-a-norman-6862_finals_no-product-is-an-island-a-product-is-mor_2465935.jpg", "width": 1080, "height": 1080, "caption": "“No product is an island. A product is more than the product. It is a cohesive, integrated set of…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 7, "item": { "@type": "Quotation", "text": "If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/if-you-think-of-the-product-as-a-service-then-the-separate-parts-make/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/2b9/donald-a-norman-6862_components_if-you-think-of-the-product-as-a-service_1052449.jpg", "contentUrl": "https://sms4smile.com/quotes/i/2b9/donald-a-norman-6862_components_if-you-think-of-the-product-as-a-service_1052449.jpg", "url": "https://sms4smile.com/quotes/i/2b9/donald-a-norman-6862_components_if-you-think-of-the-product-as-a-service_1052449.jpg", "width": 1080, "height": 1080, "caption": "“If you think of the product as a service, then the separate parts make no sense - the point of a product is…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 8, "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. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 9, "item": { "@type": "Quotation", "text": "Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding-all matter. It requires designing the Total User Experience.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/too-many-companies-believe-that-all-they-must-do-is-provide-a-neat/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/dde/donald-a-norman-6862_believe_too-many-companies-believe-that-all-they_3087275.jpg", "contentUrl": "https://sms4smile.com/quotes/i/dde/donald-a-norman-6862_believe_too-many-companies-believe-that-all-they_3087275.jpg", "url": "https://sms4smile.com/quotes/i/dde/donald-a-norman-6862_believe_too-many-companies-believe-that-all-they_3087275.jpg", "width": 1080, "height": 1080, "caption": "“Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 10, "item": { "@type": "Quotation", "text": "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 equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/products-were-once-designed-for-the-functions-they-performed-but-when/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/3e7/donald-a-norman-6862_advantage_products-were-once-designed-for-the-func_2394960.jpg", "contentUrl": "https://sms4smile.com/quotes/i/3e7/donald-a-norman-6862_advantage_products-were-once-designed-for-the-func_2394960.jpg", "url": "https://sms4smile.com/quotes/i/3e7/donald-a-norman-6862_advantage_products-were-once-designed-for-the-func_2394960.jpg", "width": 1080, "height": 1080, "caption": "“Products were once designed for the functions they performed. But when all companies can make products that…” — Donald A. Norman", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } } }, { "@type": "ListItem", "position": 11, "item": { "@type": "Quotation", "text": "User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.", "creator": { "@type": "Person", "name": "Donald A. Norman" }, "url": "https://sms4smile.com/quotes/donald-a-norman/user-experience-is-really-the-whole-totality-opening-the-package-good/", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/a7b/donald-a-norman-6862_example_user-experience-is-really-the-whole-tota_1471745.jpg", "contentUrl": "https://sms4smile.com/quotes/i/a7b/donald-a-norman-6862_example_user-experience-is-really-the-whole-tota_1471745.jpg", "url": "https://sms4smile.com/quotes/i/a7b/donald-a-norman-6862_example_user-experience-is-really-the-whole-tota_1471745.jpg", "width": 1080, "height": 1080, "caption": "“User experience is really the whole totality. 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