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.

We expert teachers know that motivation and emotional impact are what matter.

The argument is not between adding features and simplicity, between adding capability and usability. The real issue is about design: designing things that have the power required for the job while maintaining understandabili ty, the feeling of control, and the pleasure of accomplishment.

Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.

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

When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.

In my opinion, no single design is apt to be optimal for everyone.