“The more you watch users carefully and listen to them articulate their intentions, motivations, and thought processes, the more you realize that their individual reactions to Web pages are based on so many variables that attempts to describe users in terms of one-dimensional likes and dislikes are futile and counter-productive. Good design, on the other hand, takes this complexity into account.”

“One of the talents of the [late] great Steve Jobs is that he [knew] how to design Medusa-like products. While every Macintosh model has had flaws (some more than others), most of them have has a sexiness and a design sensibility that has turned many consumers into instant converts. Macintosh owners upgrade far more often than most computer users for precisely this reason.” (p.98)”

“Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users aregenerally in such a hurry that they routinely miss subtle cues.”

“Users are a double-edged sword. They can help you improve your language, but they can also deter you from improving. So choose your users carefully, and be slow to grow their number. Having users is like optimization: the wise course is to delay it.”

“Words are words. Nothing more, nothing less. It is the user's intent of the word that is good or evil. If you do not intend to use it for a dark purpose, I do not believe you should be restricted from using a word.”

“Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.”