William Lidwell

• The form of a thing makes it better suited for some interactions than others.

The physical characteristics of a thing influence its function and use.

• Align every element in your designs with one or more other elements. This will improve the design’s perceived stability and overall aesthetic.

An illusion of motion created when images are displayed in rapid succession.

• The confirmation bias is a tendency to focus on information that supports pre-existing views, and to ignore information that contradicts pre-existing views.

Usability and learnability improve when similar things have similar meanings and functions.

If the costs associated with a design outweigh the benefits, the design is poor. If the benefits outweigh the costs, the design is good.

• A common misconception is that adding features increases product value. This is only correct when the benefits provided by new features outweigh the costs of increased complexity.

• The highest crowd intelligence emerges from groups made up of diverse opinions and beliefs.

• Crowd intelligence means that the average responses of a group to a certain class of problems are better than any individual response from that group.