Assignment 2: Emotion and Design
In this assignment, we are to demonstrate the concept of different levels of human emotion processing, and how it affects the design of products to suit those emotional levels.
As discussed in lecture, there are 3 levels of information processing in the brain: Visceral, Behavioral and Reflective level.
Visceral is the lowest level, and it is the automatic, pre-wired level where human intuitively creates emotion without conscious effort.
Behavioral is the middle level, where it processes inputs that control everyday behavior
Reflective is the highest level, and it involves cognitive processing to process the sensory inputs before making a output decision.
Linking to emotions and designs, the 3 levels can be used to classify products according to these 3 dimensions.
Visceral: attractiveness
Behavioral: functional and usable
Reflective: high in prestige
Hence for this assignment, I have chosen to demonstrate the linkage between designs and emotions using watches. All designs will be discussed with respect to the above 3 dimensions.
Visceral design: Fossil’s O-ring Digi watch 
This watch is designed for ladies, and only measures 41mm x 11mm.
Visceral: Its small dimensions, sleek design and smooth texture make it extra appealing to users. Pearl white coloring makes it visually pleasing as well. The minimalist design with a see-through centre removes distractions from the display, making it
Behavioral: It provides basic watch functions, though time-telling will take a while for new users.
Reflective: Its design may let the user feel fashionable, but it is not a show off item.
Behavioral design: Casio [PAW1300-1V]
specs: 59 x 46 x 11.5mm / 57g
This Pathfinder series watch has a long list of exciting features like “Multi-Band 5 Atomic Timekeeping”, “Digital compass” etc.
Visceral: This slightly bulky watch will most likely immediately make female customers walk away, but it’s sturdy compact design and dark colors will appeal to some male users. Overall, it is not a very aesthetically appealing watch at first glance.
Behavioral: This watch definitely scores in its functionalities. Its shock and water proof build makes it reliable and convenient to use. Loaded with functions like thermometer and even resistant in low temperatures till -10 degrees, it has performance that far exceeds normal users.
Reflective: Prestige wise, it is not that high, as Casio is known for its functionality rather than a high class brand.
Reflective design: Rolex Super President RMSUP01
Specs: 18 karat gold, with diamonds, ruby and sapphire
Owning a “5 match-stick” watch (aka Rolex watch) is almost everyone’s dream.
Visceral: The shiny jewels on the watch as well as the golden color appeals to everyone.
Behavioral: Functionality wise, it can be only used as a normal watch, and perhaps, it has very good parts as well, making it a durable watch.
Reflective: A class of its own, Rolex watches reflects the high status of the wearer, and a person cannot help but show-off once such a golden diamond studded watch is spotted on his/her wrist.
Conclusion:
Watch designers usually create watches based mainly on these 3 dimensions of emotions. They will appeal to different groups of users, depending on their needs as well as how they perceive the watches based on their personalities, as well as their Visceral, Behavioral and Reflective processing.
In summary, most designers will still go for mainly Visceral and Behavioral designs to establish their customer base, and then Reflective designs to further tap into their loyal customers' deep pockets.