Emotional Design Part II by Donald Norman

1. "Swatch is famous for transforming the watch into a fashion statement, arguing that people should own as many watches as ties, or shoes, or even shirts. You should change your watch, they proclaimed, to match mood, activity, or even the time of day. The executive team of Swatch patiently tried to explain this to us: Yes, the watch mechanism had to be inexpensive, yet of high quality and reliable (and we were very impressed by our tour of their completely automated manufacturing facilities), but the real opportunities lay in exploiting the face and body of the watch...."

This passage was fascinating because I own a Swatch watch myself. Swatch watches appeal to me because of it's attractively thin and cleverly designed. This passage intrigued me because I never knew that Swatches are an emotions company. Swatches focus on promoting its reflective design by giving a message to the consumers that their watch is trendy. I can agree with this passage that the main reason why I purchased my watch was because it was a simply beautiful time-telling watch.

2. Visceral Design, Behavioral Design and Reflective Design are very useful to me. Designs are everywhere in the world. Understanding how design works can be helpful in many ways. For example, if you were customer shopping at Macy's for a jacket, you might see scarves and socks located right next to jackets. As a person who understand Visceral Design, you know you are unconsciously being convinced to buy scarves and socks as well. Therefore, it would be difficult for you to fall into the trap of shopping for extra clothes that you do not need. Then, a salesman would not be able to persuade you into buying more clothes. However, if you were a lost customer you are more likely to buy clothes from a assisting salesman. In addition, I can use these three concepts as a future reference for marketing and business.

Behavioral Design and Reflective Design makes the categories very clear and understandable. However, Visceral Design is a little confusing. Visual Design instead of Visceral Design would have made it a better word choice because more people understand the definition of visual.

3. The designer can choose whether to use Visceral Design, Behavioral Design or Reflective Design in making more profit in sales. Sometimes a product's marketing is good because they sell products that use Visceral Design instead of the usual Behavioral Design. For example, many water bottles now are designed as an art. People prefer a nicely designed water bottle over a Poland Spring water bottle even when they have to pay more for it.
Products with good marketing can be more visceral, behavioral, or reflective depending on how the company chooses to advertise it. Products can have all three designs if the company succeeds in its advertisement and design.