Attractive things work better When you wash and wax a car, it drives better, doesn’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.
Beauty and brains, pleasure and usability - they should go hand in hand.
User-centered design means working with your users all throughout the project.
Only the most sophisticated of beings can lie and cheat, and get away with it.
The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable.