The problem with emotion was that it was clearly something important, but-at least according to the old philosophy-it was something to overcome.

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.

Forget the complaints against complexity; instead, complain about confusion.

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

Beauty and brains, pleasure and usability - they should go hand in hand.

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

Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.