FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material targets positive emotions, primarily joy and trust, through cheerful, childlike visuals and an emphasis on the natural origin of the milk. The large purple brand identity, the cartoon cow, the alpine landscape, and the inscription 100% Alpenmilch create an impression of purity and quality, while the panel with creamy filling stimulates the taste appetite. Together, these elements co-create a light yet effective emotional impact that supports the purchasing intention.
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 70
Sadness 5
Trust 55
Disgust 5
Fear 10
Anger 5
Surprise 25
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=0.50
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
The material uses emotion or rhetorical techniques (e.g. in advertising or satire).
FactNinja's own heuristic.
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FactNinja Visual Insights ·
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