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" I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology; it's the box it comes in. "

Donald Norman

People

Love

Looking

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" Market segmentation s a natural result of the vast differences among people. "

" To me, error analysis is the sweet spot for improvement. "

" You won't catch me giving clear lectures. "

" I believe that robots should only have faces if they truly need them. "

" Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player. "

" In my opinion, no single design is apt to be optimal for everyone. "

" A big ethical question is what happens after people stop using the device. Does it degrade the environment? Could it have been designed so it would actually be good for the environment? "

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

" Beauty and brains, pleasure and usability - they should go hand in hand. "

Donald Norman

Beauty

Brains

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

" As for all those mistakes I make - they are on purpose - to teach you how to deal with them. "

" Knowing how people will use something is essential. "

" User-centered design means working with your users all throughout the project. "

" I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function. "

" Our information lives will be better served when we are free to get to our information from wherever we are, with any device available. "

" Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone. "

" Everyday people are not very good designers. "

" Scientists are always skeptics. "

Donald Norman

Scientists

Always

" It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format. "

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

" And to get real work experience, you need a job, and most jobs will require you to have had either real work experience or a graduate degree. "

" We expert teachers know that motivation and emotional impact are what matter. "

" So what does a good teacher do? Create tension - but just the right amount. "

" Sure, one can always get the students to relax and be happy - entertained, but although being laid back and relax can also lead to creativity, mostly it means that nothing much gets done. "

" I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting. "

" Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that. "