Reference Information
Title: Emotional Design
Author: Donald Norman
Publisher: 2002 Basic Books
Chapter 3: Three Levels of Design: Visceral, Behavioral, and Reflective
Summary
This chapter discussed the three levels of design. Visceral contains emotional signals from the environment that get interpreted automatically by the brain and the basic principles are consistent across people and cultures. Behavioral design is about actual use, including the four components of good design (function, understandability, usability, and physical feel) and can include either enhancement of a current product or innovation of a new product. Reflective design is about message, culture, and the meaning of a product or its use, and is different for each person.
This chapter discussed the three levels of design. Visceral contains emotional signals from the environment that get interpreted automatically by the brain and the basic principles are consistent across people and cultures. Behavioral design is about actual use, including the four components of good design (function, understandability, usability, and physical feel) and can include either enhancement of a current product or innovation of a new product. Reflective design is about message, culture, and the meaning of a product or its use, and is different for each person.
Discussion
I like that this chapter thoroughly discussed the aspects of each of the three levels of design. It helped clear up some confusion about them, but most of this information has already been presented in previous readings that we've been assigned from this author. I did like the example of water bottles being used for reflective design, though.
I like that this chapter thoroughly discussed the aspects of each of the three levels of design. It helped clear up some confusion about them, but most of this information has already been presented in previous readings that we've been assigned from this author. I did like the example of water bottles being used for reflective design, though.
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