“Radical innovation is what many people seek, for it is the big, spectacular form of change. But most radical ideas fail, and… — Donald A. Norman Copy Share Image
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
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
“We have become dependent upon our technologies to navigate the world, to hold intelligent conversation, to write intelligently, and to remember.” — Donald A. Norman Copy Share Image
As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace,… — Donald A. Norman Copy Share Image
We are victims of our own success. We have let technology lead the way, pushing ever faster to newer, faster, and more… — Donald A. Norman Copy Share Image
The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are… — 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
Simplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible. — Donald A. Norman Copy Share Image
Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good,… — 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
