Here are the three levels of cognitive/emotional design, as defined by Donald A. Norman:

visceral design:
appearance. “this blog looks nice.”

behavioral design:
the pleasure and effectiveness of use. “this blog is fun to read. I feel good.”

reflective design:
self-image, personal satisfaction, memories.
“this blog reminds me of when I worked at the Dairy Dip”
or, later, “that blog just keeps coming back to me”

… from Emotional Design: Why We Love (or Hate) Everyday Things.