"(...) The design requirements for each level differ widely. 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. (...)"
em Emotional Design: Why we Love (or Hate) Everyday Things (2004) de Donald A. Norman, edição Basic BooksThe Visceral Level
in Emotional Design: Why we Love (or Hate) Everyday Things (2004) by Donald A. Norman, Basic Books edition
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