Visceral Design is an immediate, deep-level gut reaction to a product. It’s the first impression that a person has of the product.

University of Michigan - Ann Arbor

To create a successful product, there are three levels of emotional design:
1. Visceral design: an immediate, deep-level gut reaction to the product. It’s the first impression.
2. Behavioral design: the product has to feel good, look good, and perform well. It’s about how the product, structure, or system, as viewed by the users, meets their needs and requirements.
3. Reflective design: it’s about self-image, personal satisfaction, memories, reflecting back on the experience.

Emotional Design

https://uxplanet.org/the-ultimate-ux-hook-anticipatory-persuasive-and-emotional-design-in-ux-53b65ac778d

https://medium.muz.li/the-art-of-emotion-normans-3-levels-of-emotional-design-88a1fb495b1d

https://www.researchgate.net/publication/309313629_Emotional_Design_in_Digital_Media_for_Learning

Emotional Design Reference

According to research in psychology and neuroscience, learning is not only grounded in cognitive factors but also in emotional factors.  Therefore, learning platforms must take into account not just cognitive efficiency but also an attractive platform that enhances positive emotions in the users. 

Here are four distinct subject under emotional design in digital learning: 

• Emotional Design Through Information Representation

• Emotional Design Through Interactive Design

• Situational Interest

• Guided Activity Principle


Emotion and Learning in Design 

Visceral Design

In behavioral design, the product has to feel good, look good, and perform well. It’s about how the product, structure, or system, as viewed by the users, meets their needs and requirements. The design is meant to spark user reactions.

Behavioral Design

Reflective Design examines the interrelationship between people and technology while using cultural analysis as a starting point for technology design. It’s about self-image, personal satisfaction, memories, reflecting back on the experience. 

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