Emotional Design articulates the profound influence of the feelings that objects evoke, from our willingness to spend thousands of dollars on Gucci bags and Rolex watches, to the impact of emotion on the everyday objects of tomorrow.

If only today’s technology were simpler! It’s the universal lament, but it’s wrong. We don't want simplicity. Simple tools are not up to the task. The world is complex; our tools need to match that complexity.