Good design

We learned the hard way that new products are hard enough to figure out, and we should make as many things as familiar as possible. Again, life and new products are hard enough. When you can use a familiar term instead of being original, do so. Never opt for a solution that is more creative but less effective.

"nothing was left to chance; everything must be deeply considered"

He is quoted as stating that "Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design.