(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