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.

Market segmentation s a natural result of the vast differences among people

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

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

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

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

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