“Designers know too much about their product to be objective judges: the features they have come to love and prefer may not be understood or preferred by the future customers.”

“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.”

“Principles of design:1. Use both knowledge in the world and knowledge in the head.2. Simplify the structure of tasks.3. Make things visible: bridge gulfs between Execution and Evaluation.4. Get the mappings right.5. Exploit the power of constraints.6. Design for error.7. When all else fails, standardize.”

“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.”

“Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require instructions.”

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

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