Norman refines these broad strokes by developing a cohesive framework that explains, among other things, what makes a design “good” in the eyes of its users. Through his discussions on the three levels of design, the interplay between emotion and design, and a firm grounding in reality, Norman unveils a canvas that is rich in theory and strong in practical application.
Put briefly, visceral design is the first impression of an object, where appearance, affect, and instinct play strongly. An object with a strong visceral appeal would be one that speaks to our pre-conscious feelings and desires. Visceral design operates at the level of affect, influencing us positively or negatively. It is important to note here that a good design is not necessarily one that promotes positive affect; rather, different situations call for different approaches. A design that promotes negative affect would also promote anxiety and focus, which can be useful in circumstances that demand quick, decisive action.
Donald Norman's in depth look at things we use everyday makes you really think. You begin to analyze everyday objects. The speech is all about the intention of an object and how an object is designed, which makes that object what it is. The speech introduces and is laid out by the three aspects, or levels, of design: visceral, reflective, and behavioral. The examples and case studies are interesting reads that keep you involved.
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