Three Levels of Processing (Visceral, Behavioral, Reflective)
Norman's division of emotion into a fast visceral level that reacts to appearance, a behavioural level and a reflective level.
What it is
It is drawn from work by Don Norman (2004).
In effect
In the article on why we trust rounded logos, the visceral level is the quick reaction to a shape that comes before any thought about the brand.
What it does not say
It is a design framework and not a body of experimental findings. It does not say how strongly any one level drives a purchase.
Sources
- Norman, D. The Design of Everyday Things.