visceral design concerns itself with appearences
behavioral design has to do with the pleasure and effectiveness of use
reflective design considers the rationalization and intellectualization of a product
both affect and cognition are information-processing systems, but they have different functions. The affective system makes judgments and quickly helps you determine which things in the environment are dangerous or safe, good or bad. The cognitive system interprets and makes sense of the world. Affect is the general term for the judgemental system, whether conscious or subconscious. Emotion is the conscious experience of affect, complete with attribution of its cause and identification of its object.
cognition interprets and understands the world around you, while emotions allow you to make quick decisions about it.