1. What do you feel were the author's key points in this chapter?

I felt the author's key point was that good design must cater to human emotions. By doing so, it must reach us on three different levels, the visceral, behavioral, and reflective. 

2. How does this chapter compare to the earlier writing (The Design of Everyday Things) by the same author?

I thought that this chapter expressed many of the same basic concepts of design that the chapter in the first book did, and that it's underlying message was that design should be human-centered. The focus of the second was, as the name suggests, more emotional, and it had recent examples.

3. Give examples, from your own experience, of 1) something that succeeds as Visceral Design, 2) something that succeeds as Behavioral Design, and 3) a Reflective Design success? What do you think makes each thing successful.

At the risk of sounding obsessed, the one product that stands out to me for all of these design categories is Apple's iPod. On a Visceral level, the iPod is essentially, pretty. It looks and feels nice, and it' s something that feels nice and is visually appealing. On a Behavioral level, the iPod does everything it says it will and more. It functions exceptionally well, and meets the needs of a handheld music and entertainment device. Lastly, on a Reflective level, there are few products that match the iPod. Few products have had such a cultural impact. It promotes a good self-image and it sends a positive message about the owner.