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

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.

The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable.

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.

I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.

If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.

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