122 Quotes by Donald A. Norman

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

Poor feedback can be worse than no feedback at all, because it is distracting, uninformative, and in many cases irritating and anxiety-provoking.

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

Computer scientists have so far worked on developing powerful programming languages that make it possible to solve the technical problems of computation. Little effort has gone toward devising the languages of interaction.

So what does a good teacher do? Create tension – but just the right amount.

Engineers and designers simultaneously know too much and too little. They know too much about the technology and too little about how other people live their live and do their activities.

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

When companies try to increase sales by matching every feature of their competitors, they end up hurting themselves. After all, when products from two companies match feature by feature, there is no longer any reason for a customer to prefer one over another.

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