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

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

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.

The current paradigm is so thoroughly established that the only way to change is to start over again.

Having the best product means nothing if the people won't buy it.

Everyday people are not very good designers.

Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions. Bad websites have horrible personalities and instill horrid emotional states in their users, usually unwittingly. We need to design things-products, websites, services-to convey whatever personality and emotions are desired.