Emotional Design Lab
Norman's 3-Level model applied to real interfaces. Not theory for theory's sake — this is how emotion drives design decisions.
Visceral
~200msAmygdala
First sight. Before thinking. Look, feel, gut reaction.
Behavioral
During useCerebellum
How it works. Usability, efficiency, comfort.
Reflective
After usePrefrontal cortex
What it means. Identity, self-expression, brand.
Visceral: 5-Second Test
Pick the design that "feels right" — don't think, just react. You have 5 seconds per pair.
Color Temperature
Border Radius
Information Density
Behavioral: Navigation Task
Find "Settings" in both layouts. Which is faster?
Menu
Home
Content area for Home
Reflective: Brand Identity
Which app would you recommend to a friend? Not which is "best" — which feels like you.
UX-Tips × Norman 3-Level
13 UX-Tips dimensions mapped to Norman's framework. From the thesis: which dimensions predict brand loyalty?
The 3 Hypotheses
Each level of Norman's model predicts a different aspect of brand loyalty. The thesis tests all three.
Visceral Design has a positive effect on Brand Loyalty
First impression matters. When an app looks good immediately — colors, layout, visual harmony — users form a positive emotional bond before they even use it. Measured through the Aesthetics dimension (visual appeal, attractiveness, color harmony).
Behavioral Design has a positive effect on Brand Loyalty
Does the app work well? Can you do things fast? Does it respond when you tap? The behavioral level covers usability, efficiency, and physical interaction. If using the app feels effortless, loyalty follows.
Reflective Design has a positive effect on Brand Loyalty
The strongest predictor. How does the app make you feel about yourself? Does it align with your identity? Would you recommend it? The reflective level captures meaning, self-expression, and the emotional residue after the interaction ends.
13
Total dimensions
29
Survey items (UX-Tips)
2
SAM dimensions (valence + arousal)
Take the Full Assessment
24 Likert-scale items across 12 dimensions. Rate statements about a product you recently used, then see your emotional design profile on a radar chart.
~3 minutes. Think about a product you recently used while answering.
Your Design Personality
Based on your visceral gut reactions, navigation performance, and brand identity pick. Norman's 3 levels, decoded.
Complete all three demos above to unlock your personality.
From the thesis
This isn't just visual preference. Norman's 3-level model, measured through UX-Tips (13 dimensions, 29 items) and SAM scale (valence + arousal), predicts brand loyalty in Indonesian mobile apps. The reflective level — how an app makes you feel about yourself — is the strongest predictor. Not how it looks. Not how it works. What it means.
Koala — 2025. Mixed-method, PLS-SEM + Thematic Analysis.