We recently came across an older, but interesting article about the use of emotion in design.
We were drawn to this recap of Norman’s 3-level approach to creative design:
- The visceral level – the appearance of a design
- The behavioral level – how the product works
- The reflective level – the long-term impact of the design
By combining these three levels in the right way, Norman says you can make a website design…
Appealing – Grab the user’s attention and influence their perception.
Effective – Guide the user’s attention and make sure they find what they are looking for.
Pleasurable – Allow the user to appreciate your website and have fun.
Memorable – Build a relationship with the user and ensure a positive memory of you.
What’s Good For Your Website Is Good For Your Brand
Norman’s work is an important reminder that good design – and good branding – is more than skin-deep.
Indeed, we elevate ideas like these to the entire brand experience, in which emotions can be effectively evoked to create more meaningful connections between brands and people both inside and outside a brand.
In our world, meaning flows from four emotionally-based brand aspects: Aesthetics (look and feel), Discourse (story/voice), Functionality (how it works) and Associations (references outside the brand).
The goals are the same: create a meaningful presence (visceral), help people navigate the brand experience and make the experience emotionallly meaningful (behaviorial), and finally, make the brand personally significant, and therefore, memorable (reflective).
Emotive Brand is a San Francisco branding agency.