Concept vs. art

(upbeat music)…- There are three ways someone can respond…to something that we create,…visceral, behavioral, or reflective.…Visceral is the immediate response…to what they see or they experience.…Behavioral is what they do after they see it.…It's more of a reaction to it.…And reflective is what changes within them…after they experience something that we've created.…How they respond defines the design's success,…but why they respond defines a designer's success.…

What causes each type of response?…It's important for a designer to know…because it leads straight to the goal of the project.…Art drives visceral response.…What we experience…and the emotions we feel the moment we see…or experience something.…Ideas drive behavioral response.…It's the concepts behind the work that we do.…It's the messages we're communicating…and the emotions that we're conveying.…Those are the things that drive action.…But ideals drive reflective response.…And it's not usually something that design can do alone.…

Reflective response is a change in perspective.…