Visceral, behavioral and reflective design.

The wristwatch has been used to tell date and time, as an accessory, and a key indicator of social status, particularly in the upper echelons of society.

For this assignment, I will use watches as my example.

Visceral Design.

Frank Muller : Black Magic

The Black Magic watch is part of the jewelry line Frank Muller collection. It represents two concepts which are seduction and spirituality. These two ideas are represented by the two dominant colours of the dial, purple and black.

Purple, the emblematic colour of mysticism, is a colour particularly appreciated by women with spiritual values. Black, however, which nowadays is perceived as the colour of seduction and mystery.




Visceral design : Beautiful and simple watch, visually amazing. A classy design with good combination of colours help increase its visual attraction. It is more of an accessory than a watch used to tell time.

Behavioral design : The large number display of time makes it difficult to tell the exact time. It is also not possible to tell the date, as there are limited functions of this watch.

Reflective design : With the black diamonds on the Black Magic's casing and its brand (Frank Muller), wearing such a branded watch would signify social class and status, and help boost ones self confidence (the feel 'good' factor).

Cost : US$20,000


Behavioral Design.

Casio : G shock (DW5600E-1V)

It is known that the G shock could withstand the impact of a hockey snap shot, hence, suggesting that this watch would be able to last a lifetime.




Visceral design : Simple plain black design. Nothing fantastic. Looks more like a tool than an accessory.

Behavioral design : The G-Shock's illumminator function lights up the display for viewing when there is little or no light. The 4 user friendly side buttons are used to activate the many other functions. Also, the digital display easily allows one to tell the date, day and time.
Lastly, its shock and water resistant qualities of this watch proves its everlasting quality.

Reflective design : It is not a socially symbolic watch. And it does not show or represent anything other than time. On the other hand, it could represent humbleness, simplicity and practicality.

Cost : US$69.90


Reflective Design.

Vacheron Constantin : Tour de’Ile

This watch is the world’s most expensive watch is also the most complicated double-face watch, and only produced in a limited edition of 7.

Tour de'lle is made with a totally original combination of horological complications and astronomical indications composing a list of sixteen different points including a minute repeater, sunset time, perpetual calendar, second time zone, the equation of time and the representation of the night sky.

Visceral design : Not exactly that visually exciting. Looks complicated due to the many dials on the display.

Behavioral design : Its complicated double face display allows one to perform the basic functions of a normal watch and more. However, reading time and date would not be as easy as the digital Casio G-Shock display.

Reflective design : As there are only 7 of such watches available in the world, the Tour de'lle is set at a ridiculous price of US1.5 million dollars. Anyone who purchased such a watch is either a watch lover who is filthy rich or simply filthy rich. Hence, wearing such a watch would definitely signify ones financial success and social status (the highest and most elite social class, the top of society).

Cost : US$1,500,000