Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.

If you think the products don't match what you want from a product, don't buy it.

It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.

Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

The designer has an obligation to provide an appropriate conceptual model for the way that the device works. It doesn't have to completely accurate but it has to be sufficiently accurate that it will help in both the learning of the operation and also dealing with novel situations.

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