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Good design means never having to say “Click Here.”

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

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

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

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

People ignore design that ignores people.

Everything is designed. Few things are designed well

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.

Without good design it is easy to miss the point

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