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Donald Arthur Norman

Datum narození: 25. prosinec 1935

Donald Arthur Norman je americký akademik.


„Je složitější najít dobrý design než ten špatný, částečně proto, že ten dobrý slouží našim potřebám tak dobře, že ho vůbec nevnímáme.“

„Použitelnost je konkurenční výhoda.“


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

„Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule“ Emotional Design: Why We Love (or Hate) Everyday Things

„Principles of design:
1. Use both knowledge in the world and knowledge in the head.
2. Simplify the structure of tasks.
3. Make things visible: bridge gulfs between Execution and Evaluation.
4. Get the mappings right.
5. Exploit the power of constraints.
6. Design for error.
7. When all else fails, standardize.“
The Design of Everyday Things

„Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.“ The Design of Everyday Things

„Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible“ The Design of Everyday Things

„A brilliant solution to the wrong problem can be worse than no solution at all: solve the correct problem.“ The Design of Everyday Things


„Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible, serving us without drawing attention to itself. Bad design, on the other hand, screams out its inadequacies, making itself very noticeable.“ The Design of Everyday Things

„Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require instructions.“

„What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.“

„Cognition attempts to make sense of the world: emotion assigns value.“ The Design of Everyday Things


„The vicious cycle starts: if you fail at something, you think it is your fault. Therefore you think you can’t do that task. As a result, next time you have to do the task, you believe you can’t, so you don’t even try. The result is that you can’t, just as you thought.“ The Design of Everyday Things

„Finally, people have to actually purchase it. It doesn’t matter how good a product is if, in the end, nobody uses it.“ The Design of Everyday Things

„The problem with the designs of most engineers is that they are too logical. We have to accept human behavior the way it is, not the way we would wish it to be.“ The Design of Everyday Things

„The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.“ The Design of Everyday Things

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