This study has been focussed on the most high level of a conscious state, reflective design in Donald A. Norman's emotional design. In the three steps of emotional design, it was planned that relations were put in tune with the first impression in visceral design; functions through performance were achieved in behavioral design; and experiences on the whole were interpreted in reflective design. This is because of `the transaction' in a standpoint that reflective design provides some extended time and space in that those experiences formed in the user can be appreciated, recollected, and deduced later. Therefore, trust should be a base. Interpretation or reasoning, memorizing, and explanation are conscious activities by the unique one of the human characteristics, lingual activity. Such activities are the function of the renal cortex of the cerebrum in the part of the human brain. Therefore, through such activities, most human-like features are presented, and they provide the function of such a role that in a standpoint of the user, individual images, memories, or satisfaction can be given to him or her. For these reasons, individual culture, education, sex, age, the kind of human races, etc. make differences and are reflected. The special designer can not well understand the mental state of the consumer, user. Besides, nowadays in the postmodern era such differences are more deepened. In this study, it was tried to find out and understand the aesthetic base of reflective design through the physiological mechanism of the human brain, and through the substance of the attributes and experiences of mental pleasure, continuity and transaction. And finally, in the case of the reflective design, the self image, meaning, value, accomplishment and pride were derived, and it was studied on the meaning why the positive publicity activity in a situation of enterprises, afterservice, is brought into relief as reflective design to the user.


reflective design, user, experience, transaction,


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