In 1872, Charles Darwin was the first to suggest that there are universal facial expressions of emotion. The ideas about emotions were a centerpiece of his theory of evolution, suggesting that emotions and their feelings are biologically innate and evolutionarily adaptive. Today, we not only know that he was right, we can also automatically, systematically, and accurately measure emotions via webcams and facial coding.
The importance of emotions is not just of academic interest, but also of enormous importance for driving effective communication and advertising. In the end, successful communication is all about getting attention and a general and central role of emotion is to emphasize things in the environment that are significant to us, and thus influence how we direct our attention and actions. This means that emotions are key in communication as our decision-making process mostly does not include rational reasoning
Over the last few years, the evidence for emotion-based research has grown, and there are now many case studies and statistics showing how emotion is strongly correlated to success. It’s, for example, no coincidence that videos which elicit strong emotions from viewers — whether positive or negative — are much more likely to be shared than those that provide a weak emotional response. It’s also generally true that the earlier you evoke that response, the higher the probability that people will watch it and share it.
So, what emotions do your communications evoke? Facial coding helps to answer this critical question by measuring emotions through facial expressions.
Read more about emotions in our white detailed paper.