Quotes from book
The Design of Everyday Things

The Design of Everyday Things

Donald A. Norman

The Design of Everyday Things is a best-selling book by cognitive scientist and usability engineer Donald Norman about how design serves as the communication between object and user, and how to optimize that conduit of communication in order to make the experience of using the object pleasurable. One of the main premises of the book is that although people are often keen to blame themselves when objects appear to malfunction, it is not the fault of the user but rather the lack of intuitive guidance that should be present in the design.

“Great designers produce pleasurable experiences.”

Donald A. Norman book The Design of Everyday Things

The Design of Everyday Things

“Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.”

Donald A. Norman book The Design of Everyday Things

Introduction to the 2002 Edition, p. xi.
The Design of Everyday Things (1988, 2002)

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

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things

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

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things

“In their work, designers often become expert with the device they are designing. Users are often expert at the task they are trying to perform with the device. […] Professional designers are usually aware of the pitfalls. But most design is not done by professional designers, it is done by engineers, programmers, and managers.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 6, p. 156.

“Serious accidents are frequently blamed on "human error." Yet careful analysis of such situations shows that the design or installation of the equipment has contributed significantly to the problems. The design team or installers did not pay sufficient attention to the needs of those who would be using the equipment, so confusion or error was almost unavoidable.”

Donald A. Norman book The Design of Everyday Things

Introduction to the 2002 Edition, p. ix.
The Design of Everyday Things (1988, 2002)

“In the consumer economy taste is not the criterion in the marketing of expensive soft drinks, usability is not the primary criterion in the marketing of home and office appliances. We are surrounded with objects of desire, not objects of use.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 7, p. 216.

“Even though principles of rationality seem as often violated as followed, we still cling to the notion that human thought should be rational, logical, and orderly. Much of law is based upon the concept of rational thought and behavior. Much of economic theory is based upon the model of the rational human who attempts to optimize personal benefit, utility, or comfort. Many scientists who study artificial intelligence use the mathematics of formal logic—the predicate calculus—as their major tool to simulate thought. […] Human thought is not like logic; it is fundamentally different in kind and spirit. The difference is neither worse nor better. But it is the difference that leads to creative discovery and to great robustness of behavior.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 5, pp. 114–115.

“Computer scientists have so far worked on developing powerful programming languages that make it possible to solve the technical problems of computation. Little effort has gone toward devising the languages of interaction.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 6, p. 180.

“When I use a direct manipulation system—whether for text editing, drawing pictures, or creating and playing games—I do think of myself not as using a computer but as doing the particular task. The computer is, in effect, invisible. The point cannot be overstressed: make the computer system invisible.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 6, p. 185.

“Innocence lost is not easily regained. The designer simply cannot predict the problems people will have, the misinterpretations that will arise, and the errors that will get made.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 6, p. 157.

“Technologists are not noted for learning from the errors of the past. They look forward, not behind, so they repeat the same problems over and over again. […] As each new technology matures, customers are no longer happy with the flashy promises of the technology but instead demand understandable and workable designs. Slowly the manufacturers relearn the same basic principles and apply them to their products. The most egregious failures always come from the developers of the most recent technologies.”

Donald A. Norman book The Design of Everyday Things

Introduction to the 2002 Edition, p. xv.
The Design of Everyday Things (1988, 2002)

“Creeping featurism is a disease, fatal if not treated promptly. There are some cures, but, as usual, the best approach is to practice preventative medicine.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 6, p. 173.

“Change the attitude toward errors. Think of an object's user as attempting to do a task, getting there by imperfect approximations. Don't think of the user as making errors; think of the actions as approximations of what is desired.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 5, p. 131.

“Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. […] The advent of hypertext is apt to make writing much more difficult, not easier. Good writing, that is.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 7, pp. 212—213.

“"It probably won a prize" is a disparaging remark in this book. Why? Because prizes tend to be given for some aspects of design, to the neglect of all others—usually including usability.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 6, p. 152.

“If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 1, p. 8.

“Usability is not often thought of as a criterion during the purchasing process. Moreover, unless you actually test a number of units in a realistic environment doing typical tasks, you are not likely to notice the ease or difficulty of use. […] Do it right there in the store. Do not be afraid to make mistakes or ask stupid questions. Remember, any problems you have are probably the design's fault, not yours.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 3, p. 78.

“When a device as simple as a door has to come with an instruction manual—even a one-word manual—then it is a failure, poorly designed.”

Donald A. Norman book The Design of Everyday Things

Source: The Design of Everyday Things (1988, 2002), Ch. 4, p. 87; regarding doors labeled "Push" and "Pull".

“When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.”

Donald A. Norman book The Design of Everyday Things

Introduction to the 2002 Edition, p. x.
The Design of Everyday Things (1988, 2002)

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