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.

Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people.

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

Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.

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.

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

Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion.