Emotive design

In this third chapter of "Emotional Design,"as the name suggests, Norman assesses the interplay between human emotion and design, resolving three distinct levels within this broad category: visceral, behavioral, and reflective.

Visceral
Design of the visceral type incorporates features that are appealing by intrinsic likeness. Color, smell, feel, sound, and taste form the basis for visceral design as these are attributes appealing by biological drive. Designs solely of this construct generally are not those many would consider of much sophistication as humans have evolved to enjoy design beyond the simple, visceral attraction.

Behavioral
A successful behavioral design stresses function over aesthetic; it must satisfy the need of the target audience. This is often accomplished through observation of consumer interaction with the design at the behavioral level. In design of this sort, innovation or enhancement of previous design plays an important role as by doing so, functionality is enhanced.

Reflective
Consumers are often attracted to designs that foster a sense of self-expression and send messages as to who they are. In this way they are attracted to reflective design. Prestige, rarity, and exclusivity are paramount in reflective design.

In comparison to Norman's previous work, "The Design of Everyday Things," which elaborates on commonsense qualities that should be evident in all design but are lacking in a great many, "Emotional Design," while incorporating now modernized ideals from the previous work, speaks of the previously undiscussed role of emotion in design and less about the woes of bad design.

An ideal visceral design are children's building blocks. They are generally vividly colored, and are appealing in shape and feel. An electric toothbrush succeeds as a behavioral design. Though generally aesthetically basic, they function well and meet a demonstrated need. Furniture pieces by Baker, in particular those of the Barbara Barry collection, are of reflective design. Oftentimes in purchasing such pieces, buyers wish to present an image of success, of goodliving.