Visceral design deals with immediate, subconscious impulses.
You’d think there are a million emotional reasons that drive online consumer behavior, but there are usually only a handful. Visceral responses are driven by basic processing centers in the brain that deal with survival and reproduction. In neuroscience, they call these regions the primal brain, reptilian brain, or the lizard brain.
You can observe your lizard brain in action as you stroll through the park. Imagine that you look down, see a brown stick, and mistake it for a snake (or a dog log). Without thinking about it, your heart jumps, and you immediately react to avoid the threat with a quick sidestep.
Today people are sort of like gourmets when it comes to design, and everyone’s a critic. Gut reactions about our digital user experience can make a big difference
in how we perceive a company or product. Colors, fonts, images, shapes, and layouts will elicit immediate feelings about trust, credibility, and desire.