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.
Donald A. NormanSimplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.
Donald A. NormanTechnology 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.
Donald A. NormanWhen a device as simple as a door has to come with an instruction manualโeven a one-word manualโthen it is a failure, poorly designed.
Donald A. Norman