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.

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

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

I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function

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

The world is complex, and so too must be the activities that we perform. But that doesn't mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.

If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.