Don Norman, a legendary design thinker, laid out the three emotional levels of design that make people connect deeply with what they use.

Let’s break it down:

1. Visceral Design — "This just looks and feels amazing."

This is your first gut reaction. It’s fast. It’s emotional.
It happens before logic. Think: color, shape, texture, sound, motion.

Examples:

Apple iPhone: That slick, glassy surface. You wanted it before you knew what it could do.
Tesla Model S: Aerodynamic and futuristic. It doesn’t just look fast—it looks like the future.
Muji packaging: Clean, calm, minimal—invites touch and attention.

In your life:

That notebook you bought because the cover felt cool? That’s visceral.

Designer’s goal: Create instant attraction.

2. Behavioral Design — "It just works—perfectly."

This is how something functions during use.
When a product feels intuitive, you feel smart using it.

Think: feedback, control, flow, satisfaction.

Examples:

Google Search: One box. One result. No friction.
Spotify’s interface: You always know what to press—even if it’s your first time using it.
Apple Fitness Rings: Clear goals, simple visuals, satisfying animations. Behavior-driven motivation.

In your life:

That one app that you never need instructions for? That’s behavioral.

Designer’s goal: Help users feel confident, capable, and in control.

3. Reflective Design — "This means something to me."

This is the emotional and symbolic layer.
It’s not about what the product does—it’s about what it represents.

Think: values, memories, identity, personal story.

Examples:

Nike’s “Just Do It” campaign: You’re not just buying sneakers—you’re buying determination, grit, and belief in yourself.
A cracked, sticker-covered laptop: It holds your memories, your voice, your journey—not just files.
A wine bottle from your graduation night: You’ll never open it again. You’ll never throw it out.

In your life:

That playlist you made during a breakup. That old pair of shoes from your team days.
That’s reflective.

Designer’s goal: Create a product that becomes part of someone’s story.

The best products?

Good design isn’t just about looking cool or working well—it goes deeper and works in three ways:

Visceral is the wow! moment—how something looks and feels right away.
Behavioral is how easy and smooth it is to use.
Reflective is the meaning it holds—like memories, values, or how it shows who you are.
It’s how you think and feel about the product—before, during, and even after using it.

When all three levels work together, the product doesn’t just function—it becomes an experience.

Fun Fact

Don Norman coined the term “user experience” (UX) back in the 1990s while working at Apple—because he hated how people were only talking about “interface design.” He wanted design to care about the entire experience, from first impression to emotional memory.

Today, that one term powers a multi-billion dollar industry!