In How to Add Emotions in Your Website? (Part 1), David Norman is famous author on books regarding consumer psychology. He mention 3 levels of visual design in order to add emotions into any products that you are selling. Using these 3 levels, it will make your more appealing to your customers.
In one study, David Norman was able to demonstrate how the 3 levels influenced the human brain. Let’s tackle each level!
- First, this is the pre-conscious level; this means that our minds interpret the emotional signals it gets from the surrounding environment. Thus, the visceral level can greatly affect how we view certain things. At the visceral level, the impressions made are sure to have a direct impact on us.
- So, it’s safe to that you need to consider the first impression of the product: the look, the feel, and the presentation. Ideally, an effective visceral design should make as happy, giddy, and excited.
- Next, you have the behavioral level. This is concerned on the USE and PURPOSE of the product. At this point, it is important to determine the function. If people like how it works and have a pleasant experience using it, then, it will win favor of your customers.
- Thus, you need to highlight how the products work and explain how it is relevant to the users. How will it fulfill the needs of your customers? Will it be useful to their daily lives? How will it make life easier for them?
- At this level, the most important factor is the product’s function. The customer needs to understand its functions because a negative experience can result to confusion and further complication. On the other hand, a positive experience can bring delight and satisfaction. Thus, as a business owner, you need to truly know your audience’s needs. What do they really want in a product? What is that one need that they want to be addressed?
- According to David Norman, this is the highest level. If the visceral level is the pre-conscious, then, the reflective level is the conscious state. The reflective level surpasses the the previous 2 levels.
- We understand the products through our own interpretation. This is going to reflect our overall impression of the product. We give reasons such as it gives a strong message, it is deeply moving, it is notable for its color, meaning, style, etc.
COMBINING THE THREE
So, if you focus only on the design of the product, you are only tackling the visceral side. If you focus on the usability, then, it is just the behavioral aspect. Meanwhile, the reflective side will only take care of the overall impact of the product. However, if you use all 3 levels, you can create a product that is:
- Attractive: it catches the attention of the potential users.
- Useful: you are sure that it is adequate to the needs of its users.
- Entertaining: the product is not just efficient, but it also enjoyable.
- Memorable: finally, you would want the product to have a lasting memory of your brand. It should stand out from other similar products.
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