Designer and author Donald Norman explains that there are three levels where interplays between emotion and cognition (thinking) occur; the visceral, the
behavioural and the reflective. He argues that in order to design for emotional resonance, designers must understand that we grow to love the objects
“that connect us to other people, create meaning and remind us we’re alive” (2009). Similarly Mugge, Schoormans and Schifferstein argue that there are
four ways in which people become attached to objects, through pleasure (visceral), memories (reflective), self- expression and group affiliation
(behavioural). Select your own three examples of contemporary emotional design. Create an argument about why they should be understood as ‘emotional
design’, explaining how each example uses at least one of the stated categories (Norman and Mugge et al).
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