We work in an industry that focuses on emotions, feelings and states of behaviour.
Good ones … bad ones … angry ones …
In my experience, one of the things that sets great advertising apart is it’s ability to convey or ignite these emotions in powerful ways.
But here’s the thing, I’ve read way too many briefs that make it sound like there’s only 3 types of emotion in people.
Happy.
Sad.
Angry.
Worse is when people use a word that isn’t even an emotion.
‘Fun’ is often the worst culprit, used as some sort of upbeat catch all.
God, I cannot tell you how much I hate it when people use that word.
But the thing is, humans go through a broad and varied state of emotions and feelings. There’s subsets within each subset and that’s why you should pay a visit here.
Not only is Edman’s Atlas of Emotion incredibly good and clear, it gently pushes you to delve a bit deeper.
In no time at all, you will be able to explore a whole range of states that not only helps you define a feeling or emotion with more clarity and texture, but will help you open the door to all manner of creative possibilities, simply by nature of using language rarely seen in a brief.
Of course, you should be doing this already because, but I also know we work in an industry where for many, convenience wins – either because it’s easier to get through the system or people simply don’t pay enough attention to these things.
So if you want something quick and valuable to lift your game – and your work – take a look.
But please. Please, please, please, please, remember this.