Norman suggests that when using a product, our emotional state affects the utility we derive and our experience. People in positive emotional states are prone to be more creative since their thinking is more expansive and helps them in finding alternatives to the problem at hand. A negative or stressful emotional state constricts perception and narrows down our focus to quickly find a resolution–that’s how nature has programmed us to deal with threats. Here is a breakdown of the three levels of design and how they translate to good design:

1. Three Levels of Design

2. This is where the magic happens.

3. Visceral Design, Behavioral Design, Reflective Design

4. Lets examine all three levels in detail….

5. The visceral reaction is deep rooted into our DNA.

6. How to identify visceral reaction?

7. How to infuse visceral reaction in design? Use old brain triggers.

8. How to infuse visceral reaction in design? Be
mindful of social and cultural connotations.
RED: From Rage To Romance

9. The behavioral level.

10. How to identify Behavioral Reaction?

11. There are four components of good behavioral design.

12. Function

13. Understanding

14. Usability

15. Physical feel

16. The Reflective level

17. How to identify reflective reaction?

18. How to infuse reflective reaction in design? Total Quality Management.

19. How to infuse reflective reaction in design? Build healthy
relationships with customers.

20. How to infuse reflective reaction in design? Make designs
memorable.

21. Thank you!