Three Levels of Design: Visceral, Behavioral, and Reflective
I remember deciding to buy Apollinaris, a German mineral water, sim- ply because I thought it would look so good on my shelves. As it turned out, it was a very good water. But I think I would have bought it even though it was not all that great. The nice interplay between the bottle’s green and the label’s beige and red as well as the font used for the brand turned this product of mass consumption into a decoration accessory for your kitchen.
—Hugues Belanger email, 2002
IT WAS LUNCHTIME. My friends and I were in downtown Chicago, and we decided to try Café des Architectes in the Sofitel Hotel. As we entered the bar area, a beautiful display greeted us: water bottles, ...