Donald Norman is an American researcher widely regarded for his expertise in the fields of design, usability engineering and cognitive science.

In his explorations he identifies the three different levels of design that capture how people emotionally react to visual experiences: visceral, behavioural, and reflective. These experiences capture how we emotionally connect to objects which is a framework used to understand and design for emotions.

The Key Visual looks to illustrate the 3 principals via illustrated representations of the eye, touch and brain.