“The perfection of art is to conceal art.” —Quintilian, 95
“Websites that are hard to use frustrate customers, forfeit revenue and erode brands.” —Forrester Research, 1998
Simple
“Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” —Paul Rand, 1997
“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.” —Paul Rand, 1997
Emotional
“It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” —Steve Jobs, 1998
“The basis for success of [media] products, in addition to their usability and efficiency, is often the potential to arouse.” —Reeves & Naas, 1999
