A person interprets an experience at many levels, but what appeals at one may not at another. A successful design has to excel at all levels.

True, long-lasting emotional feelings take time to develop: they come from sustained interaction.

Sensuality and sexuality play roles.

The visceral level is pre-consciousness, pre-thought. This is where appearance matters and first impressions are formed. Visceral design is about the initial impact of a product, about its appearance, touch, and feel.

Americans tend to want to excel as individuals, whereas Japanese wish to be good members of their groups and for others to be satisfied with their contributions.

we love sensuous curves, sleek surfaces, and solid, sturdy objects.

If you design for the sophisticated, for the reflective level, your design can readily become dated because this level is sensitive to cultural differences, trends in fashion, and continual fluctuation.

Perhaps the objects that are the most intimate and direct are those that we construct ourselves,

cognition interprets and understands the world around you, while emotions allow you to make quick decisions about it.