Habit: The 95% of Behavior Marketers Ignore

A Norman Door into the Two Minds of the Customer

Donald Norman has become synonymous with poor design. He continuously receives communications from readers who have discovered a “Norman door” or a “Norman switch,” which are devices that challenge the cognitive skills of the user. On his web site (www.jnd.com) and in books and articles, Norman serially chronicles poorly designed products. He can find design flaws in a hotel door in Amsterdam or the layout of a building in London, but his forte is in the world of high technology. To combat what he sees as the creeping complexity of technology-driven products such as the iDrive, Norman has long championed human-centered design.

“There is a difference between complicated and complex,” he explained ...