Processing of Human Brain – Key takeaways from “Emotional Design” by Don Norman

The processing of brain , as mentioned by Don Norman in Emotional Design , in humans involves the following major layers:

1) Visceral layer – This is called “lizard brain” and is related to emotions only.This is at the core of the human brain.

2)Behavioural Layer – This relates to the habit patterns that can be honed by practice and can be performed sub-consciously.This is ingrained in dogs/horses as well as other animals who can be trained.

3)Reflective Layer – This is the rational brain that makes humans separate from other animals.

Human feelings guided by human Brain is an interplay of the above three layers.