Behavioural level: experience

The eye sees and brain perceives, analyzes and changes the behavior accordingly. The behavioural level is about use, about experience with a product.
Previous experience becomes a major consideration in the behavioural level.

Behavioural reaction towards designs

Four components of good behavioural design: function, performance, usability, and also physical feel of the product.  If the function is inadequate, or if the product does not perform up to our expectations, if the product is difficult to operate, if the interface is alien to us, we tend to get frustrated and it results in ‘negative emotions’. This explains the importance of good behavioural design in products. Physical touch and feel can make a huge difference in people’s appreciation of products.

Reflective Level: Affective System to learning new concept

The Reflective Level consciously helps to learning a new concepts and generalizations about the world. A person is scared of walking on a 25 meter long one meter broad wood-plank above a 50 story building.

The Affective system passes the judgment first and later the conscious rationalization tries to justify the decision by logically interpreting the situation.

Reflective reaction towards designs

Attractiveness is a visceral-level phenomenon. The response is entirely to the surface look of an object.
Beauty comes from the reflective level. Beauty looks below the surface content. Beauty comes from conscious reflection and experience. It is influenced by knowledge, learning, and culture. Attractive things work better Smooth, polished metal, or soft leather, or a solid, or warmth of wood surface Each material produces a sense if cold, warmth, smooth, textured surface feeling that come out of touch sense.