FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The visual content tool targets the feeling of anticipation and joy from a new product (NEW). Bold colors and the brand logo dominate, accompanied by a scene of a bowl with milk and pieces of cereal, creating the impression of a tasty, enticing breakfast and encouraging impulse buying. Multilingualism and the brand evoke a sense of a broad market and popularity, while intentionally lacking detailed nutritional information and leveraging health halo and associations that sweetness is a suitable breakfast.
Plutchik emotion spectrum
Intensity 0–100 for each of the 8 basic emotions. What the author wants to evoke in you — not necessarily what you feel.
Plutchik's theory of 8 basic emotions (1980).
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Emotional imprint & polarity
Profile shape (radar) and dominance in opposing pairs (dyads).
Joy 55
Sadness 5
Trust 45
Disgust 5
Fear 5
Anger 5
Surprise 40
Anticipation 60
The further from the center, the more dominant the pole.
Valence × Arousal
Valence: how pleasant the evoked emotions are. Arousal: how activating.
↖ anxiety,
rage
rage
↗ excitement,
joy
joy
↙ sadness,
fatigue
fatigue
↘ calm,
contentment
contentment
unpleasant
V=0.50 · A=0.70
pleasant
Russell's circumplex model of affect (1980).
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Manipulation level
A combination of emotional appeal, rhetorical tricks, and intent to harm.
Low
Medium
High
Very high
Strong emotional appeal plus misleading framing or targeting of a specific group.
FactNinja's own heuristic.
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FactNinja Visual Insights ·
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