Chris Heathcote reviews Don Norman's book about emotional design:

"Why do you just want to pick up an iPod? Why are rollercoasters fun? In this book, Norman tries to put his finger on why some unusable products sell, and how usability can design the fun out of products. To do this, he proposes three types of design - visceral, behavioural, and reflective. Usability focusses on the behavioural design, and now he implores us to consider the other two types."