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Top 120 Donald A. Norman Quotes (2026 Update)
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Donald A. Norman Quote: “The designer shouldn’t think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a cooperative endeavor between person and machine, one in which misconceptions can arise on either side.”

101. “The designer shouldn’t think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a cooperative endeavor between person and machine, one in which misconceptions can arise on either side.”

— Donald A. Norman

Donald A. Norman Quote: “When people are anxious they tend to narrow their thought processes, concentration upon aspects directly relevant to a problem. This is a useful strategy in escaping from danger, but not in thinking of imaginative new approaches to a problem.”

102. “When people are anxious they tend to narrow their thought processes, concentration upon aspects directly relevant to a problem. This is a useful strategy in escaping from danger, but not in thinking of imaginative new approaches to a problem.”

— Donald A. Norman

Donald A. Norman Quote: “Fire,” yells someone in a theater. Immediately everyone stampedes toward the exits. What do they do at the exit door? Push. If the door doesn’t open, they push harder. But what if the door opens inward and must be pulled, not pushed? Highly anxious, highly focused people are very unlikely to think of pulling.”

103. “Fire,” yells someone in a theater. Immediately everyone stampedes toward the exits. What do they do at the exit door? Push. If the door doesn’t open, they push harder. But what if the door opens inward and must be pulled, not pushed? Highly anxious, highly focused people are very unlikely to think of pulling.”

— Donald A. Norman

Donald A. Norman Quote: “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.”

104. “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 A. Norman

Donald A. Norman Quote: “If designers and researchers do not sometimes fail, it is a sign that they are not trying hard enough – they are not thinking the great creative thoughts that will provide breakthroughs in how we do things.”

105. “If designers and researchers do not sometimes fail, it is a sign that they are not trying hard enough – they are not thinking the great creative thoughts that will provide breakthroughs in how we do things.”

— Donald A. Norman

Donald A. Norman Quote: “Recognize that most of our interactions with products are actually interactions with a complex system: good design requires consideration of the entire system to ensure that the requirements, intentions, and desires at each stage are faithfully understood and respected at all the other stages.”

106. “Recognize that most of our interactions with products are actually interactions with a complex system: good design requires consideration of the entire system to ensure that the requirements, intentions, and desires at each stage are faithfully understood and respected at all the other stages.”

— Donald A. Norman

Donald A. Norman Quote: “Beauty comes from conscious reflection and experience. It is influenced by knowledge, learning, and culture. Objects that are unattractive on the surface can give pleasure. Discordant music, for example, can be beautiful. Ugly art can be beautiful.”

107. “Beauty comes from conscious reflection and experience. It is influenced by knowledge, learning, and culture. Objects that are unattractive on the surface can give pleasure. Discordant music, for example, can be beautiful. Ugly art can be beautiful.”

— Donald A. Norman

Donald A. Norman Quote: “One way of overcoming the fear of the new is to make it look like the old. This practice is decried by design purists, but in fact, it has its benefits in easing the transition from the old to the new. It.”

108. “One way of overcoming the fear of the new is to make it look like the old. This practice is decried by design purists, but in fact, it has its benefits in easing the transition from the old to the new. It.”

— Donald A. Norman

Donald A. Norman Quote: “I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function.”

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

— Donald A. Norman

Donald A. Norman Quote: “In my opinion, no single design is apt to be optimal for everyone.”

110. “In my opinion, no single design is apt to be optimal for everyone.”

— Donald A. Norman

Donald A. Norman Quote: “Our information lives will be better served when we are free to get to our information from wherever we are, with any device available.”

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

— Donald A. Norman

Donald A. Norman Quote: “Yet surprisingly in this era of screen-based devices, paper tools are still enormously popular and effective, as the number of paper-based diaries and reminders indicates. The.”

112. “Yet surprisingly in this era of screen-based devices, paper tools are still enormously popular and effective, as the number of paper-based diaries and reminders indicates. The.”

— Donald A. Norman

113. “Alas, sometimes clever people are too clever for our good. Some well-meaning plumbing designers have decided that consistency should be ignored in favor of their own, private brand of psychology.”

— Donald A. Norman

Donald A. Norman Quote: “Creeping featurism is the tendency to add to the number of features of a product, often extending the number beyond all reason. There is no way that a product can remain usable and understandable by the time it has all of those special-purpose features that have been added in over time.”

114. “Creeping featurism is the tendency to add to the number of features of a product, often extending the number beyond all reason. There is no way that a product can remain usable and understandable by the time it has all of those special-purpose features that have been added in over time.”

— Donald A. Norman

Donald A. Norman Quote: “We only need to remember sufficient knowledge to let us get our tasks done. Because so much knowledge is available in the environment, it is surprising how little we need to learn. This is one reason people can function well in their environment and still be unable to describe what they do.”

115. “We only need to remember sufficient knowledge to let us get our tasks done. Because so much knowledge is available in the environment, it is surprising how little we need to learn. This is one reason people can function well in their environment and still be unable to describe what they do.”

— Donald A. Norman

Donald A. Norman Quote: “Basically, it means that when searching for the reason, even after you have found one, do not stop: ask why that was the case. And then ask why again. Keep asking until you have uncovered the true underlying causes. Does.”

116. “Basically, it means that when searching for the reason, even after you have found one, do not stop: ask why that was the case. And then ask why again. Keep asking until you have uncovered the true underlying causes. Does.”

— Donald A. Norman

Donald A. Norman Quote: “To understand products, it is not enough to understand design or technology: it is critical to understand business.”

117. “To understand products, it is not enough to understand design or technology: it is critical to understand business.”

— Donald A. Norman

Donald A. Norman Quote: “Some things can only be solved by massive cultural changes, which probably means they will never be solved.”

118. “Some things can only be solved by massive cultural changes, which probably means they will never be solved.”

— Donald A. Norman

Donald A. Norman Quote: “So the hierarchy of goals is roughly: satisfy hunger; eat; cook; read cookbook; get more light. This is called a root cause analysis: asking “Why?” until the ultimate, fundamental cause of the activity is reached.”

119. “So the hierarchy of goals is roughly: satisfy hunger; eat; cook; read cookbook; get more light. This is called a root cause analysis: asking “Why?” until the ultimate, fundamental cause of the activity is reached.”

— Donald A. Norman

Donald A. Norman Quote: “It is amazing how often people solve the problem before them without bothering to question it.”

120. “It is amazing how often people solve the problem before them without bothering to question it.”

— Donald A. Norman

Donald A. Norman Quote: “The most effective way of helping people remember is to make it unnecessary.”

121. “The most effective way of helping people remember is to make it unnecessary.”

— Donald A. Norman

Donald A. Norman Quote: “Apple treated iPod as a service, not as an isolated product. They therefore worked diligently to ensure that all stages were handled seamlessly, resulting in an excellent customer experience.”

122. “Apple treated iPod as a service, not as an isolated product. They therefore worked diligently to ensure that all stages were handled seamlessly, resulting in an excellent customer experience.”

— Donald A. Norman

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