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Design principle: Take things away until the design breaks, then put that last thing back in.

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

We don’t fight about music. We don’t fight about artistic direction.
ALAN COOPER

Artistic Direction Fight Music Think
If you are not going to produce albums then you are not going to produce new fans. It’s impossible.
ALAN COOPER

Album Believer Early Fan Go Huge Impossible New Possible Produce Put Quickly
Ironically, the thing that will likely make the least improvement in the ease of use of software-based products is new technology.
ALAN COOPER

Ease Improvement Ironically Least Likely New Product Software Technology Thing Use
To scenes by memory’s silver chain Close-linked, and ever yet apart, That like the vine, whose tendrils young Around some fostering branch have clung, Grown with its growth, as tho’ it sprung From one united heart.
ALAN COOPER

Around Branch Foster Memory Scene Silver Sprung Tendril Until Vine Young
Computers no longer interface with humans–they interact, and the interaction will become steadily deeper, more subtle, and more crucial to our collective sanity and ultimate survival.
ALAN COOPER

Computer Critical Deeper Human Interact Interface Longer More Sturdily Subtle Survival
As these machines leak into every corner of our lives, they will annoy us, infuriate us, and even kill a few of us.
ALAN COOPER

Annoy Corner Even Every Few Infuriate Kill Live Machine
Men do not greet one another like this … except perhaps at rugby club dinners.
ALAN COOPER

Another Club Dinner Except Geet Men One Perhaps Rugby
Just how do I design if not with prototyping? An excellent question. The short answer is ‘on paper.’
ALAN COOPER

Answer Design Excellent Just Paper Prototype Question Short
It’s harder than you might think to squander millions of dollars, but a flawed software development process is a tool well suited to the job.
ALAN COOPER

Development Dollar Flaw Harder Job might Million Process Software Squander Suit Think Tool
If your persona has goals and the product has magical powers to meet them, how simple could the interaction be? This kind of thinking is useful to help designers look outside the box.
ALAN COOPER

Box Designer Goal Help Magical Person Power Simply Think Useful
To our human minds, computers behave less like rocks and trees than they do like humans, so we unconsciously treat them like people.
ALAN COOPER

Behave Computer Human Less Like Rock Mind People Treat Tree Unconsciously
You Don’t Have to Go Home from Work Exhausted!
ALAN COOPER

Exhaust Go Home Work
Typography should not vary widely in an interface.
ALAN COOPER

Interfere Typography Vary Widely
While making art you should just do what is in your heart.
ALAN COOPER

Do Heart Just Make
I’m an ‘evolve or die’ kind of a musician. I think it’s cool to try new things.
ALAN COOPER

Cool Die Evolve Kind Musician New Thing Try
Computer memories work in a manner alien to human memories. My memory lets me recognize the faces of my friends, whereas my own computer never even recognizes me.
ALAN COOPER

Alien Computer Facemfriend Human Manner Memory Own Recognize Work
My computer’s memory stores a million phone numbers with perfect accuracy, but I have to stop and think to recall my own.
ALAN COOPER

Accuracy Stop Computer Memory Million Number Own Perfect Phone Recall Store
One of the most heinous, insidious lies is the notion that you have to be an asshole to be a successful business person.
ALAN COOPER

Asshole Business Heinous Insidious Lie Most Notion Person Successful
If you are making a chair, the sandpaper can make it smoother. But no amount of sandpaper will turn a chair into a table.
ALAN COOPER

Amount Chair Make Sandpaper Smoother Table Turn
Touring hard and then working on putting the next one out. I don’t need to break. I just need to put a record out.
ALAN COOPER

Break Need Next One Out Put Record Tour Work
In other words, humans have special instincts that tell them how to behave around other sentient beings.
ALAN COOPER

Around Begin Behave Human Instinct Other Sentient Special Tell Word
Because computers have memories, we imagine that they must be something like our human memories, but that is simply not true.
ALAN COOPER

Computer Human Imagine Memory Simply Something True
English bohemians sit in cold orderly rows, like carrots.
ALAN COOPER

Bohemian Carrot Cold English Like Orderly Row Sit
It has also been said that the software industry is an example of midgets standing on the toes of other midgets.
ALAN COOPER

Industry Midget Software Stand Toe
If we want users to like our software we should design it to behave like a likeable person: respectful, generous and helpful.
ALAN COOPER

Behave Design Generous Helpful Likeable Person Respect Software User
Define what the product will do before you design how the product will do it.
ALAN COOPER

Before Define Design Product
I just like so many different kinds of music that I like experimenting. I don’t want to keep making the same record over and over and over.
ALAN COOPER

Different Experiment Just Keep Kind Like Make Music Over Record Same Want

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