Donald Norman

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

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

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.

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

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

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

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

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

You won't catch me giving clear lectures.

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'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.

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

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

The problem with emotion was that it was clearly something important, but-at least according to the old philosophy-it was something to overcome.

Scientists are always skeptics.

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.

Knowing how people will use something is essential.

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.

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