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

If you think the products don't match what you want from a product, don't buy it.

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

When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.

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

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

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.