Every time we visit a website, we have some kind of reaction to it. Sometimes we immediately think a website looks modern and exciting, while other times it might feel confusing or outdated. We also notice how easy or difficult it is to find what we are looking for. Even after leaving a website, we may remember how it made us feel and what we think about the brand behind it. These different reactions can all play a role in how we experience a website.
Don Norman’s Three Levels of Processing provide a useful way to understand these reactions. The three levels are visceral, behavioral, and reflective. Visceral processing focuses on our immediate emotional reaction to a design. Behavioral processing focuses on how well the design works and how easily we can accomplish our goals. Reflective processing focuses on the meaning we take away from the experience and how it affects our longer-term impression of a brand (Komninos, 2020).
To better understand these three levels, I looked at two very different websites: Louis Vuitton and Patagonia. While both are well-known brands, they use very different design choices to communicate who they are and how they want users to experience their brand. By looking at each website through the visceral, behavioral, and reflective levels, we can see how design goes beyond simply making a website look good; it can influence how users feel, what they do, and what they remember.
Luxury at First Sight
My first impression of the Louis Vuitton website? Serious, professional, and expensive.
The overall design has a modern and sleek feel, but it also gives off an “old money” vibe. Everything feels elegant and understated without trying too hard to get your attention.
The website does not rely on many bright colors or flashy graphics. Instead, it mainly uses black, white, and neutral colors, with small hints of color when needed. This keeps the site feeling clean and sophisticated without becoming overwhelming.
The typography also adds to this feeling. The font is thin, simple, and clean, similar to something like Montserrat. There aren’t many large or bold headings competing for attention. Instead, the simple visual hierarchy allows the photography and products to stand out.
And photography is definitely one of the biggest parts of the design. Rather than relying on many graphics, Louis Vuitton relies on authentic, high-quality images to create visual interest and separate sections of the homepage. Most of the images are displayed in squares or rectangles, which helps keep the layout consistent and cohesive.
Simple, Sleek, and Easy to Shop
From a behavioral standpoint, the Louis Vuitton website is very easy on the eyes and pretty simple to navigate.
There isn’t a lot competing for your attention, which makes it easy to figure out where you need to go. The layout is also consistent throughout the homepage, so you aren’t constantly trying to figure out how a new section works.
One thing I noticed right away is that the homepage’s first section is “Shop by Category.” This immediately shows users what types of products Louis Vuitton offers. If you already know what you’re looking for, you can start shopping without having to search around the website first.
The menu is also simple and organized. When you open it, everything is presented in a clean black-and-white layout. The different categories have a hover effect when you move your cursor over them, which gives you feedback and makes it clear what you’re interacting with.
I also like that the website doesn’t have a bunch of unnecessary pop-ups or distracting elements. It keeps the experience simple, which makes browsing feel less overwhelming.
However, a few things could make the site harder to use. The menu button in the top-left corner is pretty small, so someone unfamiliar with the website might have a hard time finding it at first.
Some of the text also feels a little small, especially on a desktop. While this fits the website’s minimal and elegant aesthetic, it could potentially create an accessibility issue for some users.
A Brand That Speaks for Itself
On a reflective level, the Louis Vuitton website communicates that the brand is professional, established, and focused on quality.
Because Louis Vuitton is already such a well-known brand, the website doesn’t have to spend much time proving itself. Most people already know that Louis Vuitton is a luxury brand. Instead, the website focuses on showcasing the products and reinforcing the image people already associate with the brand.
One thing that really stood out to me is that almost every image includes a Louis Vuitton product. The products aren’t shown on their own. They are always shown on people or styled as part of an outfit. This helps users picture what the products would actually look like in real life while also keeping the brand at the center of the website.
The photography also feels very intentional and high quality. Everything looks polished, which reinforces the idea that the products themselves are high-end.
I think the website also leaves a positive long-term impression because it feels consistent with what you would expect from a luxury brand. The sleek design, simple color palette, professional photography, and minimal layout all work together to communicate quality and exclusivity.
If someone already loves the brand, I could see them coming back to explore new products, collections, or styles. Louis Vuitton doesn’t need to convince users that it’s a luxury brand. It just needs to keep reminding them why they see it that way.
Adventure At First Glance
My first impression of the Patagonia website is that it has a bold, fun feel, especially compared to Louis Vuitton’s.
The website immediately feels exciting and adventurous because the images are colorful and heavily focused on the outdoors. There is a lot of variety in the photography, with different outdoor activities, landscapes, and people featured throughout the site. This makes the website feel active and interesting instead of having every section look the same.
The use of color also makes Patagonia feel more welcoming and approachable. The bright outdoor photography creates an exciting feeling while still making the website look professional.
I also think the imagery gives the brand a family-friendly feel. Instead of only showing off the products, Patagonia shows people enjoying outdoor activities. You can picture yourself, your friends, or your family using the products.
The photographs really help communicate that Patagonia is about an outdoor lifestyle, not just selling clothing.
Built for the Explorer
From a behavioral standpoint, I think the Patagonia website is very easy to navigate overall.
Most sections are organized to make it easy to find products and explore the website. On the homepage, there is a category section that users can click through using an arrow. This makes it easy to browse different types of products.
However, I think this section could be a little clearer. There isn’t any text that specifically tells users they are looking at different shopping categories. If someone is unfamiliar with the website, they might not immediately understand what the section is for.
The hero section at the top of the homepage is also a little confusing to me. It focuses on “pushing boundaries” in the water and has a heading that says “Worth It” with an “Explore” button. While this fits Patagonia’s adventurous brand identity, I don’t think it is necessarily the most helpful thing to show first. If someone doesn’t already know what Patagonia is or what the company sells, they may not immediately understand what the website is offering. This can connect to the idea of mental models, which are based on each user’s individual background knowledge and past experiences. Because of this, different users might construct different mental models of the same system (Chan, 2024).
Once you get to the clothing product page, the usability improves. The filters are clearly organized on the left side, making it easy to narrow down products based on what you’re looking for. The product cards are also helpful. They include small boxes that highlight specific features, such as whether a product is water-resistant or has another feature that makes it different from other products. This gives users useful information without having to click on every individual product.
More Than Just Outdoor Clothing
On a reflective level, I think Patagonia does a great job of communicating that anyone can be part of the brand and use its products.
The website feels fun, welcoming, and family-friendly, rather than making the products feel exclusive or meant only for a certain type of person. The variety of people and activities shown throughout the website helps create the feeling that Patagonia is for people of different ages and for different types of outdoor experiences.
The website also makes it clear that Patagonia wants to be seen as a go-to outdoor brand. The focus on outdoor activities, adventure, and exploring makes the brand feel connected to an active lifestyle instead of just selling clothing.
I think this creates a stronger connection with users because they can picture themselves using the products. Whether it’s hiking, traveling, spending time with family, or simply enjoying the outdoors, the website makes the Patagonia lifestyle feel accessible.
These design choices also make me think users would want to return to the website. The colorful photography and variety of content make it fun to explore, while the strong outdoor identity makes the brand memorable.
The Lasting Impression
Looking at Louis Vuitton and Patagonia through Don Norman’s Three Levels of Processing shows how much a website can influence the way we experience a brand. Both websites are visually appealing and easy to use, but they create very different experiences. Louis Vuitton uses a sleek, minimal, and luxurious design to communicate exclusivity, quality, and sophistication. Patagonia takes a more colorful and adventurous approach that makes the brand feel welcoming, active, and accessible.
The biggest takeaway for me is that a website does not have to look or function the same way as another successful website. The design needs to match the brand and the experience it wants to create. The visceral level gets the user’s attention and creates that first impression, the behavioral level determines whether the experience is easy and enjoyable to use, and the reflective level is what stays with the user after they leave the site. When these three levels work together, a website can do more than help users accomplish a task; it can create a memorable connection with a brand.
References
Komninos, A. (2020). Norman’s Three Levels of Design. Interaction Design Foundation.
Interaction Design Foundation — Norman’s Three Levels of Design
Chan, M. (2024). Mental Models. Nielsen Norman Group.
Nielsen Norman Group — Mental Models