The designer's model, the system image, and the user's model. For people to use a product successfully, they must have the same mental model (the user's model) as that of the designer (the designer's model). But the designer only talks to the user via the product itself, so the entire communication must take place through the "system image": the information conveyed by the physical product itself.
"It is common to think of interaction between a person and technology as communicating with the technology... the real communication is between designer and person, where the technology is the medium. Once designs are thought of as shared communication and technologies as media, the entire design philosophy changes radically, but in a positive and constructive way."
And another on emotional_design_people_and_things
"...Our studies lead us to suspect that just as we might be able to classify products along three dimensions of attractiveness (visceral), functional and usable (behavioral) and high in prestige (reflective), we can also classify people along these dimensions. Visceral level people will be strongly biased toward appearance, behavioral people towards function, usability, and how much the feel in control during use. And Reflective level people (who would seldom admit to be one), are heavily biased by brand name, by prestige, and by the value a product brings to their self-image – hence the sale of high-priced whiskey, watches,, automobiles, and home furnishings...Products differ in their appeal on the three design dimensions, but so too do people and situations"
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