The Seventh Kingdom: Is Technology Addiction Real Jan. 2015 | Page 43

DONALD NORMAN
Don Norman, a designer who specialises in psychology and claims
the little details in design is what makes the consumer’s subconscious
happy. A previous mini co oper television advert once narrated: “This
car has lots of faults: buy it anyway!” meaning that form is often more
successful than function and people care more about feeling happy
about how a product lo oks rather than how it performs.
There are three levels of design stated by Norman:
Visceral design is the emotional feelings associated with de ͥ