Because learned patterns of behavior, such as the association of a green light with "go" or the expectation that switches will flip up for "on," become deeply ingrained, designers should make allowances for that fact, in order not to produce machines that are inefficient or dangerous.
Principle
Designers should make allowances for deeply ingrained learned patterns of behavior, like associating green with "go" or expecting switches to flip up for "on", so as not to produce machines that are inefficient or dangerous.
Goal
Since we want a situation that violates this principle, we want something designed where it goes against our normal associations.
Like RED = go or UP = turn off