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.

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

What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

Forget the complaints against complexity; instead, complain about confusion.

Attractive things work better.

It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format