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.

I prefer design by experts - by people who know what they are doing

When a device as simple as a door has to come with an instruction manual—even a one-word manual—then it is a failure, poorly designed.

Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

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

Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.