Chapter 3 – Three Levels of Design: Visceral, Behavioral, and Reflective
Summary
The three levels of design are discussed with a little bit of an overlap into The Design of Everyday Things in the behavioral discussion. The visceral side can be interpreted as product aesthetics and how they make people feel when they look and use them. The reflective side is how the usage and the product itself linger in the person’s mind. This lasting experience has a major impact on how the person views the product and company that designed it. He also explains how the true path to greatness is met by letting someone with a clear vision take the reins of design. The financial risk can be worth it in the end.
Summary
The three levels of design are discussed with a little bit of an overlap into The Design of Everyday Things in the behavioral discussion. The visceral side can be interpreted as product aesthetics and how they make people feel when they look and use them. The reflective side is how the usage and the product itself linger in the person’s mind. This lasting experience has a major impact on how the person views the product and company that designed it. He also explains how the true path to greatness is met by letting someone with a clear vision take the reins of design. The financial risk can be worth it in the end.
Discussion
I really enjoyed his discussion on movies. It was a great example of how to go about design. Putting profit first can be more helpful immediately, but a truly inspirational design can make a massive impact on the way people view a company over time. This is how people who are unknowns become a household name. Some of the best movies ever made are also some of the most unique ones. Studios that care more about profit than artistic integrity have a large potential to ruin great design by being afraid of taking chances. Then of course once the design is a proven success, they have no problem jumping on board to make copycat products.
I really enjoyed his discussion on movies. It was a great example of how to go about design. Putting profit first can be more helpful immediately, but a truly inspirational design can make a massive impact on the way people view a company over time. This is how people who are unknowns become a household name. Some of the best movies ever made are also some of the most unique ones. Studios that care more about profit than artistic integrity have a large potential to ruin great design by being afraid of taking chances. Then of course once the design is a proven success, they have no problem jumping on board to make copycat products.
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