Only drug dealers and software companies call their customers 'users'
In general, I think audiences are a lot smarter than people think. So, it's not "know your audience", it's "respect your audience, and really know your content".
Design isn't crafting a beautiful, textured button with breathtaking animation. It's figuring out if there's a way to get rid of the button altogether.
Confusion and clutter are failures of design, not attributes of information. And so the point is to find design strategies that reveal detail and complexity - rather than to fault the data for an excess of complication. Or, worse, to fault viewers for a lack of understanding.
Graphical excellence is that which gives to the viewer the greatest number of ideas in the shortest time with the least ink in the smallest space.
Design cannot rescue failed content.
Good design is a lot like clear thinking made visual.
The essential test of design is how well it assists the understanding of the content, not how stylish it is.
I have stared long enough at the glowing flat rectangles of computer screens. Let us give more time for doing things in the real world...plant a plant, walk the dogs, read a real book, go to the opera.
If the statistics are boring, you've got the wrong numbers.
Simple design, intense content.
Great design is not democratic; it comes from great designers. If the standard is lousy, then develop another standard.
If your words or images are not on point, making them dance in color won't make them relevant.
What is to be sought in designs for the display of information is the clear portrayal of complexity. Not the complication of the simple; rather the task of the designer is to give visual access to the subtle and the difficult - that is, revelation of the complex.
There are only two industries that refer to their customers as 'users'.
The idea is that the content is the interface, the information is the interface, not computer-administrative debris.
The commonality between science and art is in trying to see profoundly - to develop strategies of seeing and showing.
Clutter and confusion are failures of design, not attributes of information.
The world is complex, dynamic, multidimensiona l;
the paper is static, flat. How are we to represent
the rich visual world of experience and
measurement on mere flatland?
The most common user action on a Web site is to flee.
The point of the essay is to change things.
A metaphor for good information design is a map. Hold any diagram against a map and see how it compares.
The world is much more interesting than any one discipline.
The minimum we should hope for with any display technology is that it should do no harm.
What this means is that we shouldn't abbreviate the truth but rather get a new method of presentation.
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