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Simplicity is the ultimate form of sophistication

People think that design is styling. Design is not style. It’s not about giving shape to the shell and not giving a damn about the guts. Good design is a renaissance attitude that combines technology, cognitive science, human need, and beauty to produce something that the world didn’t know it was missing.

Design is not just what it looks like and feels like. Design is how it works.

Complexity is your enemy. Any fool can make something complicated. It is hard to make something simple.

Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.

13.7% of sales are online

Comic Sans is never an acceptable font. Unless you are an 8 year old girl writing a poem about unicorns.

A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools

A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.

The design process, at its best, integrates the aspirations of art, science, and culture.