Performance Vs. Preference
The phenomenon where preferences are not always aligned by more efficient performance, i.e. designs that help people perform optimally are often not the same as the designs that people find most desirable. For example, the Dvorak keyboard allows for 30% improved typing efficiency, yet people continue to prefer the QWERTY keyboard layout.
Origin
The principle was articulated in Universal Principles of Design, building on work by Don Norman and other human factors researchers. The concept challenges the assumption that functionally superior designs guarantee success. The classic illustration—Dvorak keyboard's 30% efficiency gain failing against QWERTY familiarity—demonstrates how preferences based on cultural biases, aesthetic considerations, and legacy practices often override performance optimization. Designers must consider both dimensions to maximize market success.