Simplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.

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

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

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

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

User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.

Readers always seem to think that the author has some control over the design of their books.