1. Liking Principle: Attractive things work better… When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.
  2. Personality: Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions.
  3. Utility + Story: If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion.
  4. Total: It’s the total experience that matters. And that starts from when you first hear about a product… experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.
  5. Beauty: It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people’s lives
  6. Design: The argument is not between adding features and simplicity, between adding capability and usability. The real issue is about design: designing things that have the power required for the job while maintaining understandability, the feeling of control, and the pleasure of accomplishment.
  7. Taming Complexity: The world is complex, and so too must be the activities that we perform. But that doesn’t mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.
  8. Self-explanatory: 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.
  9. Conceptual Model: 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.


More (from Quora):

  • “Design for error… allow the user to recover from errors, to know what was done and what happened, and to reverse any unwanted outcome. Make it easy to reverse operations; make it hard to do irreversible damage.”
  • “People will often project improper mental models onto products: thermostat example — people turn up the temperature higher than it needs to be because they think it’ll heat faster. The system actually only has an on or off state.”

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