Emotional Design Review: Part I: The Meaning of Things


Chap 1: Attractive Things Work Better Screen Shot 2013-09-23 at 5.00.56 AMThe visceral level is fast: it makes rapid judgments of what is good or bad, safe or dangerous, and sends appropriate signals to the muscles (the motor system) and alerts the rest of the brain.

Chap 2: The Multiple Faces of Emotion & Design
The three levels can be mapped to product characteristics like this:
Visceral design > Appearance
Behavioral design > The pleasure and effectiveness of use
Reflective design > Self-image, personal satisfaction, memories

Of the three levels, the reflective one is the most vulnerable to variability through culture, experience, education, and individual differences.


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