Don Norman is a legend in UX design. Norman has a background in industrial design, the cognitive psychologist and designer is the one who created the term UX in the 1990s and is a pioneer in human-centred design.
“Design principles are aimed at helping designers find ways to enhance usability, influence perception, increase appeal, teach users, and make sound design decisions during projects.”
Don Norman proposes the emotional system that consists of three different, yet connected levels, each of which influences our experience of the world in a particular way. Each of these levels or dimensions, while heavily connected and interwoven in the emotional system, influences design in its own specific way.
These principles are designed for humans and often provide guidance in establishing clarity and improving the decision process while reducing arguments with stakeholders and the rest of the team.
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