It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.

I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology; it's the box it comes in

Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone

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

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.

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.

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