Visceral, Behavioral, Reflective
The chapter starts by comparing water bottles: The Premium, The Practical and The Perrier (instantly recognisable). It stated that design of these bottles reflect the brand and it does not matter on what the H2O actually is.
Visceral:
A design that focuses on perceived visual beauty and has to look nice despite functionality.
Behavioral:
The result of practical use, the feeling or function that a product delivers. UCD: catering different functions to the application by the user. The design activities includes multiple continuous prototyping and revisions.
Example: In-car Airflow Control
Reflective:
Rethinking of how a functioning design can be portrayed in a different way. The message or basic functionality has to be delivered to the use, but in a different fashion. In a fashion that will most cater for the context in which it is designed for.
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