Metaphors · People learn more quickly when an app’s virtual objects and actions are metaphors for familiar experiences—whether rooted in the real or digital world.

Clarity · Throughout the system, text is legible at every size, icons are precise and lucid, adornments are subtle and appropriate, and a sharpened focus on functionality motivates the design.

Clarity · Negative space, color, fonts, graphics, and interface elements subtly highlight important content and convey interactivity.

Deference · Fluid motion and a crisp, beautiful interface help people understand and interact with content while never competing with it. Content typically fills the entire screen, while translucency and blurring often hint at more.

Deference · Minimal use of bezels, gradients, and drop shadows keep the interface light and airy, while ensuring that content is paramount.

Depth · Distinct visual layers and realistic motion convey hierarchy, impart vitality, and facilitate understanding. Touch and discoverability heighten delight and enable access to functionality and additional content without losing context. Transitions provide a sense of depth as you navigate through content.

Aesthetic integrity · It represents how well an app’s appearance and behavior integrate with its function. For example, an app that helps people perform a serious task can keep them focused by using subtle, unobtrusive graphics, standard controls, and predictable behaviors.

Aesthetic integrity · An immersive app, such as a game, can deliver a captivating appearance that promises fun and excitement, while encouraging discovery.

Consistency · A consistent app implements familiar standards and paradigms by using system-provided interface elements, well-known icons, standard text styles, and uniform terminology. The app incorporates features and behaviors in ways people expect.

Direct Manipulation · The direct manipulation of onscreen content engages people and facilitates understanding. Users experience direct manipulation when they rotate the device or use gestures to affect onscreen content. Through direct manipulation, they can see the immediate, visible results of their actions.

Feedback · It acknowledges actions and shows results to keep people informed. The built-in iOS apps provide perceptible feedback in response to every user action.

Feedback · Interactive elements are highlighted briefly when tapped, progress indicators communicate the status of long-running operations, and animation and sound help clarify the results of actions.

Metaphors · They work well in iOS because people physically interact with the screen. They move views out of the way to expose content beneath. They drag and swipe content. They toggle switches, move sliders, and scroll through picker values. They even flick through pages of books and magazines.

User Control · Throughout iOS, people—not apps—are in control. An app can suggest a course of action or warn about dangerous consequences, but it’s usually a mistake for the app to take over the decision-making. The best apps find the correct balance between enabling users and avoiding unwanted outcomes.

User Control · An app can make people feel like they’re in control by keeping interactive elements familiar and predictable, confirming destructive actions, and making it easy to cancel operations, even when they’re already underway.

You have to just dive over the edge. You havent got time to mess about.

No one's really happy anyway, it's not human.

Let there be nothing within thee that is not very beautiful and very gentle, and there will be nothing without thee that is not beautiful and softened by the spell of thy presence.

Wait for the person who will do anything to be your everything.

I collect clothes - they keep building and building. I buy them instead of having them washed.

I think that everybody's worked on shows where you feel like maybe a divide has happened between the talent and the crew. Those are the hardest jobs to do your best in, because as you're performing, you're aware that the people around you, because they haven't been afforded the respect that they deserve, they're not as invested.

To attempt to write seriously is always, I feel, to fail - the disjunction between my beautifully sonorous, accurate and painfully affecting mental content, and the leaden, halting sentences on the page always seems a dreadful falling short.

I don't want to see a movie twice. I don't want to do anything twice.

Everything that people lob at you who don't know you, it all hurts. When you're doing something as simple as making music, which really, theoretically, shouldn't hurt anyone - I mean, it's a song! Step back for five seconds and laugh.

You never realise how much of your background is sewn into the lining of your clothes.

Talking to a drunk person was like talking to an extremely happy severely brain damaged three year old.

I did the co-writing thing all through the '90s and I got one hit out of it - a Keith Urban song called 'But For The Grace Of God' - but then I got burnt out.

I think my confidence has developed over the years in terms of the speed at which I will reveal how collaborative I want to be.

Raising taxes does nothing to allow the economy to recover.

In 1975 I decided that there was no future in flying (airline jobs were impossible to get, and who wants a job where you are judged only by seniority?) and headed off to grad school.

The rich man who gives, steals twice over. First he steals the money and then the hearts of men.

I tell everybody there are only three things that we do. We build sales at the store level, we build profits at the store level, and we build more stores. The first two things go in tandem, of course. It's pretty tough to build profits without sales.

From its brilliancy everything is illuminated.

Jay-Z is as politically correct as some of the politicians. He's safe. There's points when you're acquiring financing, you make adjustments. He's made those adjustments. It's his choice. For me, it's not a necessity.

I think nowadays it's so easy as an athlete to become a statistic whether or not you lose everything or having trouble or whatever it may be.

After Nancy Pelosi became Speaker, we were told, 'She's the first female speaker of the House, so whether we like it or not, we've got to handle this with kid gloves. Don't go after Speaker Pelosi. You can go after other people, but you'll be branded as mean and evil if you go after the first female Speaker of the House.'

It is imperative that we make consumers more aware of the long-term effects of their financial decisions, particularly in managing their credit card debt, so that they can avoid financial pitfalls that may lead to bankruptcy.

I made the film in spite of Harvey, not because of Harvey.

The purpose of driving traffic to your online business is to get customers. Once a prospect lands on your site, you still have to convert that prospect into a buyer.