"Don's new book is Emotional Design. He uses lots of photos, so the following minimalist representation will not have the, um, emotional impact of his talk. People have emotional reactions to, and relationships with, products. Positive examples: A tiny Sony camera and Mini Cooper. We have two information processes: Cognition (understanding the world) and emotion (judges the world). There are three levels: Visceral (biological and pre-wired), behavioral, and reflective. Bottled water is their bottles. A Perrier bottle is emotional. A cheap plastic one is behavioral. Those fancy blue bottles appeal to us viscerally."
