FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes feelings of joy and a desire for chocolate through strong visual branding and suggestive texts (e.g., 'MMM MAX', '100% Alpine milk chocolate'). The purple design, mountain scenery, and cow mascot create an impression of purity, tradition, and trust, which strengthen the connection to the product without the need for additional information. Linguistic elements and the hero shot allow for an association with taste and immediate pleasure, thereby directing emotions towards joy and the anticipation of a delicious experience.
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 65
Sadness 5
Trust 50
Disgust 5
Fear 5
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=0.55 · A=0.60
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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