Norman's Three Levels of Design

In the human mind there are numerous areas responsible for what we refer to as emotion; collectively, these regions comprise the emotional system. Don Norman proposes the emotional system consists of three different, yet interconnected levels, each of which influences our experience of the world in a particular way. The three levels are visceral, behavioral, and reflective. The visceral level is responsible for the ingrained, automatic and almost animalistic qualities of human emotion, which are almost entirely out of our control. The behavioral level refers to the controlled aspects of human action, where we unconsciously analyze a situation so as to develop goal-directed strategies most li... https://goo.gl/hYDEHJ