Simplification is as much in the mind as it is in the device.

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

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.

Attractive things work better.

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

Everyday people are not very good designers.

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.