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

Market segmentation s a natural result of the vast differences among people

A challenge to the designers of the world: Make signs unnecessary.

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.

I prefer design by experts - by people who know what they are doing

Simplification is as much in the mind as it is in the device.

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