Chapter 3
Summary
This chapter discusses the three levels of design. Visceral design focuses on physical features such as look, feel and sound and is about initial reactions. Behavioral design focuses on function, understandability, usability and physical feel with function being the most important. Reflective design focuses on the meaning of the product, the message the product gives and the culture.
Norman also presents a case study on the national football league headset and concludes by comparing the process of design by committee and the process of design by the individual.
Discussion
I think by now Norman has made clear the differences between the three levels of design. He gives plenty of good examples from automobiles to watches to bottled water. I enjoyed the part about how stores will put the most often bought items at the back of the store. I have pondered over this before, but now I’ll probably always be thinking about it when I visit a new store.
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