“(…) I proposed a framework for analyzing products in a holistic way to include their attractiveness, their behavior, and the image they present to the user — and of the owner. In this work on design, these different aspects of a product were identified with different levels of processing by people: visceral, behavioral, and reflective. These three levels translate into three different kinds of design. Visceral design refers primarily to that initial impact, to its appearance. Behavioral design is about look and feel — the total experience of using a product. And reflection is about ones thoughts afterwards, how it makes one feel, the image it portrays, the message it tells others about the owner’s taste.” (Donald Norman)