Computer Quote by Edward Tufte
“There are only two industries that refer to their customers as 'users'.”
About This Quote
Source Book: Visual Explanations, Edward Tufte, 1997
The quote critiques how most sectors call customers “users,” implying a technical, impersonal relationship rather than a human one.
In simple terms: Many industries dehumanize customers by calling them users.
Key Takeaway
Recognize and respect customers as people, not just data points.
Themes
customer experience
human-centered design
language
marketing
technology
Mood
critical
reflective
Type
analytical
observational
When to use this quote
- product design
- service industry
- digital platforms
- market research
Key Concepts
User-centered design
semantic framing
customer empathy
Questions to Reflect On
- How does language shape our perception of customers?
- What alternative terms could foster better relationships?
A Different Perspective
The term “user” can be useful in software contexts where interaction is functional.
