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

“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.”

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

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

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

“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.”