Don Norman in his book Emotional Design draws a great comparison between successful product design to great movies.

He mentions the three V concept and relates human brain perception to truly successful movies.

1st V – Visceral – Lizard brain characteristic that gets turned on by appearance , sounds , lights and external show.

2nd V – Vicarious – This relates to behavioural characteristic wherein subconsciously a viewer keeps himself in the shoes of the actors and gets turned on momentarily.

3rd V – Voyeuristic – Most important and leads to memories as a result of which we repeatedly watch certain great movies.

Awesome analogy drawn by the author in making us realise the role of human Brain in making movies memorable ones.A truly great movie thus should have all the three aspects in the right balance.