" well designed objects are easy to interpret and understand. They contain visual clues to their operation. Poorly designed objects can be difficult and frustrating to use" (p. 2)
"when simple things need pictures, labels or instructions, the design has failed" (p. 9)
"The fundamental principles of designing for the people: 1) provide a good conceptual model and 2) make things visible" (p. 13)
The natural evolution of design
"Much good design evolves: the design is tested, problem areas are discovered and modified…" (p. 142)
"Natural design does not work in every situation: there must be enough time for the process to be carried out and the item must be simple" (p. 142)
"Designers go astray for several reasons. First, the reward structure of the design community tends to put aesthetics first…Second, designers are not typical users. They become so expert in using the object they have designed…Third designers must please their clients, and the clients may not be the users" (p. 151)
Norman, D. A. (1998) The design of everyday things. London; MIT Press. p. 151.