Visceral (appearance): the automatic, unconscious reaction we have to experiences (…) System 1 thinking: these reactions are fast, immediate without reflection (…) Real world imagery and photography may create the right first impressions for such learning (…) The Gestalt Law of Proximity is often quoted in interface design and states that items close to each other are perceived as groups (…) The Gestalt Law of Similarity states that items similar to each other will be grouped by the user.

Behavioural (performance): This is about emotion and feelings around actual use or usability (…) There is a massive amount of good practice in interface design around usability. It is vital that the interface is a simple, consistent, predictable and easy to use as possible, as time and cognitive effort spent on the interface detracts from the cognitive effort needed to learn (…) Without challenge, difficulty and cognitive effort, you will not have the deep processing necessary for learnt knowledge, skills and behaviour to stick (…) Inducing emotion may be ideal when you want attitudinal shift in diversity, equality and other belief shift or self-awareness training but can be dangerous in non-affective training, where it can induce the illusion of learning

Reflective (memories and experience):  System 2 thinking, the rational, reasoning side of the brain (…) This is complex and involves much more than just getting a score on the assessment, although that can be an important feeling of success (…) Challenging cognitive effort can propel the learner forward and make them feel as though they really are making progress. Feedback is also a powerful accelerator of learning, so personalising learning and feedback can move things forward making the learner feel good about themselves (…) It is easy to forget that one learns for a reason, ultimately to apply that knowledge, so the transfer through to action really does matter.

Donald Clark, Emotion in Learning Experience Design – Norman’s 3 facets; Visceral, Behavioural and Reflective…, Full article available here