“The design and development of 1to1 marketing strategies and campaigns has largely been left to marketing departments. However, as marketing migrates to the Internet and true 1to1 segmentation based on customer and context models becomes possible, the contributions of Human Factors cannot be underestimated. In order for companies to maximize the value they receive from their Internet marketing campaigns, it is critical for Human Factors practitioners to participate.”

“Admit it. You didn’t read the f—ing manual… You didn’t read it because you’re a geek and you don’t need no stinkin’ manual. Or you didn’t because you’re not a geek, and the manual gave you brain cramps… ‘Japanese people really enjoy reading documentation, but that’s because Japanese documentation is actually fun to look at,’ explained Mike Adams of translation and marketing firm Arial Global Reach. Adams said that Japanese manuals are often jazzed up with creative cartoons…”

“The purpose of a website is to encourage action. A successful ecommerce website gets people to spend money. A successful intranet helps people do their work more productively. Your website should have as many calls to action as possible. The more a person acts on your website, the more likely your website is to succeed.”

“What is the Web for? And why do we care so much? Why has this simple technology sent a lightning bolt through our culture? It goes far beyond the Web’s over-hyped economic impact: 500 million of us aren’t there because we want a better ’shopping experience.’ The Web, a world of pure connection, free of the arbitrary constraints of matter, distance and time, is showing us who we are — and is undoing some of our deepest misunderstandings about what it means to be human in the real world.”