(1) Aesthetically Pleasing
(2) Clarity
(3) Compatibility
(4) Comprehensibility
(5) Configurability
(6) Consistency
(7) Control
(8) Directness
(9) Efficiency
(10) Familiarity
(11) Flexibility
(12) Forgiveness
(13) Predictability
(14) Recovery
(15) Responsiveness
(16) Simplicity
(17) Transparency
(18) Trade-off