Donald A. Norman Quotes

Academics get paid for being clever not for being right.

Simplicity design axiom: The complexity of the information appliance is that of the task not the tool. The technology is invisible.

In my opinion no single design is apt to be optimal for everyone.

Learning should take place when it is needed when the learner is interested not according to some arbitrary fixed schedule

It is the duty of machines and those who design them to understand people. It is not our duty to understand the arbitrary meaningless dictates of machines.

Innocence lost is not easily regained. The designer simply cannot predict the problems people will have the misinterpretations that will arise and the errors that will get made.

To me error analysis is the sweet spot for improvement.

Readers always seem to think that the author has some control over the design of their books.

Attractive things work better.

Attractive things work better When you wash and wax a car it drives better doesnâ??t it? Or at least feels like it does.

Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.

In the university professors make up artificial problems. In the real world the problems do not come in nice neat packages. They have to be discovered.

Design is really an act of communication which means having a deep understanding of the person with whom the designer is communicating.

A good designer will actually design the company.

Any time you see signs or labels added to a device it is an indication of bad design: a simple lock should not require instructions.

The best kind of design isn't necessarily an object a space or a structure: it's a process- dynamic and adaptable.

Scientists are always skeptics.

It was always amusing to be inside Apple and read what journalists said we were doing

I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity elegance size battery life and function

Behavioral design is all about feeling in control. Includes: usability understanding but also the feel.

Having the best product means nothing if the people won't buy it.

Creeping featurism is a disease fatal if not treated promptly. There are some cures but as usual the best approach is to practice preventative medicine.

Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

If people keep buying poorly designed products manufacturers and designers will think they are doing the right thing and continue as usual.

If you're more susceptible to interruption you do more out of the box thinking.

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

Only the most sophisticated of beings can lie and cheat and get away with it.

It is relatively easy to design for the perfect cases when everything goes right or when all the information required is available in proper format

You won't catch me giving clear lectures.

User-centered design means working with your users all throughout the project.

A challenge to the designers of the world: Make signs unnecessary.

Technology may change rapidly but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

Forget the complaints against complexity; instead complain about confusion.

People Propose Science Studies Technology Conforms.

In design it is important to shoe the effect of an action. ... Feedback is critical.

The current paradigm is so thoroughly established that the only way to change is to start over again.

AS for all those mistakes I make - they are on purpose - to teach you how to deal with them

And to get real work experience you need a job and most jobs will require you to have had either real work experience or a graduate degree.

The hardest part of design ... is keeping features out.

Everyday people are not very good designers.

Simplification is as much in the mind as it is in the device.

When a device as simple as a door has to come with an instruction manualâ??even a one-word manualâ??then it is a failure poorly designed.

I'm not a fan of technology . I'm a fan of pedagogy of understanding how people learn and the most effective learning methods. But technology enables some exciting changes.

I believe that robots should only have faces if they truly need them

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.

The design of everyday things is in great danger of becoming the design of superfluous overloaded unnecessary things.