It's no secret that every marketer is trying to accomplish the same thing today: tell a story that connects their brand with the customer's emotions.
But, what emotions? If you're a marketer, which emotions are most powerful? If you're a customer, how do I know which emotions the marketer is trying to elicit?
We all experience our emotional lives as subtle and nuanced. Highly complex.
But, when it comes right down to it, there are only six primary emotions. Each of them is immediately recognizable in the human face. This means our evolutionary heritage has provided us with the neuropsychological equipment to both express and perceive these emotional states in an instant...immediately and unconsciously.
In other words, these emotions are hard-wired from birth.
(The following images are from the highly recommended Understanding Comics by Scott McCloud.)
The six emotions are:
That's it. Six emotions.
Interestingly, four of them (fear, anger, disgust, sadness) are "negative." One of them (surprise) is "neutral," and only one (joy) is "positive."
How do marketers tell stories that use these six states to get us to engage with their products and brands?
Over the next week or so, I'll take a look at each of the emotions individually and point out examples of marketing campaigns that focus on one or more of them to form powerful connections between us and brands.