Don Normal on writing as design

Just found this piece from design theorist Don Norman that expresses the idea that writing is a kind of design:

Writing is like design: design is like writing. Although it is useful to try to teach one based upon the properties and needs of the other, either attempt is apt to fail because people tend to be bad at both. To be successful at either task it is important to be able to take the other person's point of view, to understand their background and interests, and to make the work fit the powers and limitations of human cognition. A good designer and a good writer have to share certain characteristics, among the most important being "empathy."

I've been pondering this for a while, so hats off to him for expressing it so well. As he puts it himself, don't confuse easy reading with easy writing. I would like to dig into it a bit more. First draft as prototype. Punctuation as affordances. And then it would be interesting to explore how designers write and whether they use design principles. And finally how writing can be used in design and vice versa.