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.

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.

User-centered design means working with your users all throughout the project.

Everyday people are not very good designers.

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.

Simplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.

Scientists are always skeptics.