CHARGE IT UP
"The brain states and bodily responses are the fundamental facts of an emotion, and the conscious feelings are the frills that have added icing to the emotional cake."
Emotion - powerful, usually short-lived experience that is a reaction to a specific stimulus.
Emotion laden images are a well-known influence on decision making (voting choices to laundry soap).
Emotion and the Information - Processing System
Emotion and Cognition are distinct but inseparable functions. Emotion affect how info is processed and encoded into long-term memory. Graphics with a meaningful emotional content capture attention and interest because they generate a state of arousal.
Applying the Principle
EMOTIONAL SALIENCE - Color seems to have the most potential to evoke emotion (saturation, value) - compositional effects - powerful imagery - symbolism
NARRATIVES - people are drawn to stories - use this natural human affinity for stories in imaginative ways. Implicit narratives are also compelling!
VISUAL METAPHORS - Use metaphors to describe phenomena that are difficult to verbalize (emotions) Juxtapose two images in the same graphic. When a metaphor succeeds - synthesizes two objects/concepts to reveal a new connection or a deeper meaning.
NOVELTY AND HUMOR - A graphic with an unusual twist invokes an emotional reaction (surprise, astonishment, shock) - they arouse curiosity.
Novelty arises from unusual juxtapositions - seeing objects in unconventional perspectives. Messages with humor are considered more interesting than serious messages. HOWEVER, Humor can reduce the effectiveness of certain messages.