“Because visceral design is about initial reactions, it can be studied quite simply by putting people in front of a design and waiting for reactions. In the best of circumstances, the visceral reaction to appearance works so well that people take one look and say “I want it.” Then they might ask, “What does it do?” And last, “And how much does it cost?” This is the reaction the visceral designer strives for, and it can work. Much of traditional market research involves this aspect of design.”
