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In order to continue enjoying our site, we ask that you confirm your identity as a human. Thank you very much for your cooperation. Emotional design is a big buzz word within the UX community. Designs which tap into the user’s emotions are considered to do more than just respond to their stated needs and provide a greater level of user experience. One way of understanding emotions is Plutchik’s Wheel of Emotions – this may help you deliver better experiences to your users when designing products. Products that people love are products that people use over and over again. Products that they like, on the other hand, quickly slip from the user’s mind and are replaced in time with products that are liked better or even loved. The corner stone of emotional design is the idea that if you can elicit strong emotions in your users – you can use those emotions to either create loyalty or to drive a customer to take action. Robert Plutchik, was a thought leader in the study of emotions. Before he passed away in 2006 he was responsible for 8 books (and editing another 7), nearly 300 articles, and 45 chapters in emotional research as a psychologist. He held a doctorate degree as well as positions at the professorial level at two respected universities. Robert Plutchik devised the psycho-evolutionary theory of emotion and this helps categorize emotions into primary emotions and the responses to them. He argued that the primary emotions are an evolutionary development and that the response to each such emotion is the one that is likely to deliver the highest level of survival possibility. Author/Copyright holder: Machine Elf 1735. Copyright terms and licence: Public Domain. He posited 10 points with regard to emotion:
The 8 basic emotions that Plutchik devised were:
The Wheel of EmotionFrom this initial emotional theory Plutchik then developed a Wheel of Emotion. It was designed to help the user understand the nuances of emotion and how emotions contrast with each other. He developed both 2 and 3 dimensional models for this. The 3D model is the “cone-shaped model of emotion”. They were first described back in 1980. Author/Copyright holder: xdxd_vs_xdxd. Copyright terms and licence: CC BY-SA 2.0 The wheel can be used by designers to examine the complexities of emotion and to act as a “colour palette” for emotional design – with the idea being that blending different emotions will create different levels of emotional response and intensities of that response. The wheel is a simple model and there are almost certainly additional emotional inferences that could be drawn from a more complex model – however, it focuses on the basic emotions that most designers are likely to want to elicit in their users and as such provides a useful starting point. Basic Emotional Pairs onThe basic emotional pairs are as follows:
Emotions on Plutchik’s wheel may be combined as follows:
Criticisms of Plutchik’s ModelThe biggest criticism of this model is its failure to take into account the pairing of Pride and Shame. These are emotions which designers often play to. For example, gamification efforts may attempt to tap into a user’s pride through leaderboards or badges. Conversely charitable and campaigning organizations may try to tap into shame to encourage action. It is also often felt that the model is too simplistic and that there are greater emotional nuances not captured within it. However, it is generally agreed that the Wheel of Emotion is a good starting point when considering what emotions a design may elicit. It does not prevent the UX designer from looking for additional tools to aid in emotional design. The Take AwayThe Wheel of Emotion is a useful tool to get UX designers thinking about how they may elicit certain emotions through their product design. It is not considered to be a complete emotional design toolkit and may be too simplistic for some situations and may neglect other strong emotions completely. ReferencesCourse: Emotional Design — How to Make Products People Will Love: You can find several emotional models here on Wikipedia - https://en.wikipedia.org/wiki/Contrasting_and_categorization_of_emotions#Plutchik.27s_wheel_of_emotions You can find some great ideas for emotional metrics for emotional design at Smashing Magazine - http://www.smashingmagazine.com/2011/05/optimizing-emotional-engagement-in-web-design-through-metrics/ UX Review looks at emotional mapping for design here - http://theuxreview.co.uk/driving-more-valuable-customer-journeys-with-emotion-mapping-part-1/ Hero Image: Author/Copyright holder: shellgreenier. Copyright terms and licence: CC BY-NC-ND 2.0
A study by The Greater Good Science Center suggests there are 27 distinct emotions – at least (Cowen & Keltner, 2017). And that does not even include combinations of emotions. With so many emotions, how can one navigate the turbulent waters of feelings, without getting lost? The answer: with an emotion wheel. Through years of studying emotions, American psychologist Dr. Robert Plutchik proposed that there are eight primary emotions that serve as the foundation for all others: joy, sadness, acceptance, disgust, fear, anger, surprise, and anticipation. (Pollack, 2016) So while it’s hard to understand all 34,000 distinct emotions, we can learn how to identify the primary emotions and act accordingly. It’s especially useful for moments of intense feeling and when the mind cannot remain objective as it operates from an impulsive “fight or flight” response. (Watkins, 2014) Before you read on, we thought you might like to download our three Emotional Intelligence Exercises for free. These science-based exercises will not only enhance your ability to understand and work with your emotions but will also give you the tools to foster the emotional intelligence of your clients, students or employees. What is Plutchik’s Wheel of Emotions?Let’s take a look at each of these emotions. But first, how about a clear idea of what we mean when we use the term “emotion.” In previous studies, researchers of emotions saw them as episodes influenced by stimuli. More specifically,
Below is a table from the International Handbook of Emotions in Education. It shows the relationship between these various factors and sub-systems, as well as their presumed functions (Pekrun & Linnenbrink-Garica, 2014). There are also plenty of books on emotional intelligence. Emotions influence our actions in five main ways. 1. Emotion ComponentThis is where an individual simply experiences the feelings. It’s about monitoring the internal universe and recognizing what is being experienced at that time. 2. Action Tendency ComponentOnce the emotion is identified, the body moves into action. Emotions bestow certain actions instead of others, which means that while some are beyond our control (and thankfully so), like pulling your hand away from a hot iron, others are within our control, facing the fear to continue with a speech or a presentation. 3. Appraisal ComponentBy cognitively analyzing the emotion, the individual is able to pick up on the situations, actions, environments, or individuals that are causing the emotion. This aids the individual in tracking how these stimuli impact their wellbeing. It’s also invaluable for helping communicate the state of our internal world with others. 4. Motor ComponentThis is the communicative function of how we express what we are experiencing (facial expressions, hand gestures, body movements, etc.). So it is extremely important on the inter-individual level, as well as that of the individual. 5. Physiological ComponentThis component supports all others and is the chemical reaction that our body experiences. For instance, the rush of blood flow to the hands occurs when one experiences the emotion of anger. While the components of the emotions we feel are present in all individuals, the intensity and expression of these emotions differ from one person to another. There are also social factors like gender, culture, and race, that influence why people may feel emotions differently despite similar situations. For example, hearing words like: “I am afraid,” “I feel jittery,” “I don’t want to be here,” or “I just don’t have enough time to prepare for the final,” are all part of the different components of an emotion.
(Pekrun & Linnenbrink-Garica 2, 2014) The Wheel of EmotionsNow that the complex system of emotions, and all its components, is a bit more clear, we can dive into the work of Plutchik and his wheel. (Pico, 2016) The eight primary emotions that he identified, which are the basis for all others, are grouped into polar opposites:
The foundation of his emotions theory stems from the following ten postulates:
Elements of the WheelLooking at the wheel we can notice three main characteristics: ColorsThe eight emotions are arranged by colors that establish a set of similar emotions. Primary emotions are located in the second circle. Emotions with softer colors are a mix of the two primary emotions. LayersMoving to the center of the circle intensifies the emotion, so the colors intensify as well. For instance, at the center of the wheel, the primary emotions change from: anger to rage; anticipation to vigilance; joy to ecstasy; trust to admiration; fear to terror; surprise to amazement; sadness to grief; disgust to loathing. Moving to the outer layers, the colors become less saturated, and the intensity of the emotions lowers. RelationsThe polar opposite emotions are across from each other. The spaces between the emotions demonstrate combinations when primary emotions mix. So we see the emergence of emotions like love, submission, optimism, aggressiveness, contempt, remorse, disapproval, awe, and submission. How to Use Plutchik’s Wheel of EmotionsThe beauty of this tool is in its ability to simplify complex concepts. Understanding is a crucial step to solving any dilemma. When the question concerns our emotions that we process on a subconscious level, it can be hard to first identify and verbalize our needs. This is why the tool is so useful. It enables the user to visualize their emotions, and understand which combinations of emotions created this outcome.
There are two ways to use the wheel, either as a two-dimensional circle or a three-dimensional ellipse. Utilizing it as a two-dimensional circle lets the individual dive into the emotion wheel. This then helps them discover what primary emotions they are feeling, as well as how emotions combine to create secondary emotions like awe, remorse, aggression, optimism, etc.). When utilizing it as a three-dimensional form, the individual can view the emotional intensity of the primary and secondary emotions. (Roeckelein, 2006) According to Plutchik’s Sequential Model, emotions are activated due to specific stimuli, which set off certain behavioral patterns. (Krohn, 2007) He identified the following survival behaviors that drive our actions: Protection: Withdrawal, retreat Destruction: Elimination of barrier to the satisfaction of needs Incorporation: Ingesting nourishment Rejection: Riddance response to harmful material Reproduction: Approach, contract, genetic exchanges Reintegration: Reaction to loss of nutrient product Exploration: Investigating an environment Orientation: Reaction to contact with an unfamiliar object (activated by surprise) (Screenr, 2017) This means that when our emotions are activated, they are done so to elicit one of the survival behaviors. Of course, all of this happens on a subconscious level. 2 Emotion Wheel WorksheetsTo tap deeper into the mind and get to the root cause of these internal emotions, here are several worksheets to assist through the process:
What is the Difference Between Plutchik’s Wheel of Emotions and the Geneva Emotion Wheel?Plutchik’s wheel is not the only tool available for understanding and interacting without emotions. There are other emotion wheels that help us understand and detect our emotions, such as the Geneva Emotion Wheel (GEW). (Affective Sciences, 2017) While both wheels focus on emotions and their intensities, the GEW uses a different approach. To start with, there are no primary emotions, rather a set of 20 emotions that are evaluated by two sets of polar parameters (version 2.0 has 20 emotions, while the first model listed 16). The two parameters are valence (describing a situation as unpleasant or enjoyable), and control/power (looking at whether or not the individual has high or low control over the situation, and it’s outcomes). Another big difference between the two is the intensity of the emotions. The GEW has reversed its intensity, with the strongest emotions represented by larger circles on the outer layers; these decrease in size as they approach the center.
That’s because it “gives respondents much freedom to express themselves. [It’s important to] note that a pure free response format can be disadvantageous because there may be a huge variation in how and how well respondents express themselves in their own words (e.g., Gohm & Clore, 2000), and the resulting variability in measurements across individuals and situations may reduce measurement reliability.” (Sacharin, Schlegel, & Scherer, 2012) Another big difference is that Plutchik’s wheel does not express emotions such as pride and shame, which the GEW does. Aside from that, both tools provide a great starting point for detecting one’s emotions. How to Use an Emotion Wheel in Counseling with QuenzaIf you’re a counselor looking for ways to help your clients strengthen their understanding of their emotions, consider inviting them to complete their own emotion wheel.For example, suppose you’d like to better understand your client’s baseline emotional state on an average day. In that case, you could ask them to complete an emotion wheel as part of a standardized set of intake materials. Alternatively, perhaps if your client has a mood disorder or experiences rapid fluctuations in emotions, you can invite them to complete emotion wheels as a form of reflection following emotionally heightened events throughout their day. For a useful tool to facilitate either approach, check out the digital e-therapy app Quenza. The platform provides a simple way for helping professionals design and share reflection activities, questionnaires, and more, all using a simple drag-and-drop builder. Among the various items you can include in your activities is a ‘wheel,’ which can be labeled with emotions according to one of the frameworks we have explored. When completing your wheel activity, clients can provide ratings (e.g., regarding the intensity or frequency of that emotion) for each wedge of the wheel. Counselors can then use the final result, which looks like a spider chart, to facilitate discussion and reflection. This is just one of the useful tools in Quenza that can be customized to help your clients learn about their emotions. If you’d like to learn more about Quenza and its functions, check out our dedicated psychoeducation interventions case study article or consider taking advantage of the platform’s risk-free 30-day trial. Controlling Emotions Through Vertical DevelopmentHuman development goes through phases of self-awareness. Here is a great video that explains in detail why understanding what we feel is so important. As Dr. Watkins explained, most individuals stay stuck in the consciousness state of a nine-year-old, due to the set of rules that the educational system, the society, and the corporate world impose. How bizarre is that? When a crisis enters our lives (or another intense event), we start asking more questions about the role we play in the world. We start paying attention to the emotions and the messages they send to themselves and others. When people are ready to face their negative or positive emotions, the inability to verbalize makes this developmental process difficult. When in distress, utilizing these emotional tools helps us establish a plan of action. As a first step, individuals can examine their emotions, understand what events and stimuli activate certain emotions for them, and the outcomes that tend to follow. For example, before a dinner party or similar social event, a human might feel “apprehensive” because they want to feel like they belong to a particular group. By understanding and labeling this emotion, the person might be less hard on themselves for feeling a bit nervous.
When people don’t understand their current emotion, they may panic as their internal locus of control leaves them in disillusionment. This is natural, hence the importance of recognizing our feelings. As a review, individuals with an internal locus of control believe that,
Wheels in CounselingThese tools are valuable for individuals in counseling sessions as one way to pinpoint the exact emotion (from a list of many) and understand how the emotion was created. Such answers can provide clarity and guidance towards solutions, rather than a fixation on the problems that caused the dilemma or intense feelings. Below is the chart of the combinations one can have when mixing the primary emotions (Anderson, 2017). Once the individuals identify what they’re feeling and why they’re feeling it, counselors can dive into the subconscious and make sense of what is and isn’t working. That’s where the tool comes in. It helps in the following four ways: 1. Simplifies emotionsWalking around with a mind full of confusion and uncertainty can make anyone feel sad or overwhelmed. This is especially true of clients and individuals who want to understand themselves or a stressful situation, but don’t know where to start. With a wheel of emotions, the client can browse the various emotions and pinpoint the specific ones they’re experiencing. 2. Outlines the personal sequential modelBy examining the primary emotions, one can start to consider what sparks the stimuli, how the emotion is expressed (it’s physical and mental aspects), and the actions it propels one to take. By drafting one’s own chart of stimuli events, cognitive appraisal, subjective reaction, behavioral reaction, and function, an individual can become more aware of their habits and behaviors. Maintaining a journal of emotions, where one writes about what they felt throughout the day and what caused it, is a great way to incorporate reflection with this tool. 3. Provides an opportunity for sharingWhen someone shares their emotions and deep internal feelings with another, it creates an environment of trust and openness. By sharing, the client can open up and initiate propulsion for change and self-improvement. It also helps create a positive rapport between the client and counselor or therapist. 4. Empowers individualsBeing attuned with what one is feeling (and therefore doing) can be empowering. Instead of trying to suppress, reject, or ignore emotions, people learn how to express and share them in a constructive way, as well as analyze the role they play in one’s life. Gaining awareness in this area can give clients a chance to align themselves with the things they want, the outcomes that interest them, and the emotional states that help them work towards their goals despite imminent challenges. (Minter, 2014) A Fun Test Using Plutchik’s Wheel of Emotions: Who Are You Really According to the Emotion Wheel?Those who are curious to see what their emotions reveal about them, and how it influences their personality can take any one of these emotional intelligence tests. The knowledge one walks away with, about the self, gives clarity and understanding, which is essential for development and growth. It expands one’s cognition, which is crucial in our judgment, problem-solving, higher-level thinking, planning, imagination, perception, and more. In fact,
(Ogelk, 2017). The next time one is experiencing certain emotions (which is an energy in motion), the individual has the ability to utilize all their gathered information, and self-knowledge, to find the path towards the outcomes they desire. Those wishing to expand their knowledge of emotions can take a look at these further resources, including a video explaining why suppressing emotions is a bad idea. Universe of Emotions AppThis application allows users to browse a universe of 2,000 different emotions.In the process, they can familiarize themselves with other similar emotional states, and even share their journey with friends. You can examine this universe of emotions, and see what planet you’re currently on. (Complete Coherence, 2017) In addition, it allows individuals to track their emotional process and start taking steps towards improving it. This increases the person’s emotional intelligence and allows them to better understand themselves and others. Available in the App Store. Available in Google Play. Worksheets for ChildrenThere are several tools that can help children understand their emotions. With the release of Pixar’s animated movie, Inside Out, which focuses on the emotions we feel within us, there are many materials available to start such conversations with younger kids. These tools include worksheets like board games, a memory journal, and ideas for kids to draw and share their feelings with parents, teachers, and other caregivers (Mehlomakulu, 2015). You will find a wealth of these tools in our article Is Emotional Intelligence Relevant for Kids? An Animated Video about EmotionsThis video explains why trying to suppress or ignore emotions can lead to many more problems than solutions. While it’s true that there are more negative emotions (shame, fear, sadness, anger, disgust) than positive ones (happiness, surprise/interest), both are vital for our survival. That’s because our real emotions help us get what we really want. And by listening to the emotions we’ve been carrying around, but have been ignoring, we can release the stagnant ones and make room for new ones. A Take-Home MessageThe main takeaways from the above video help summarize the usefulness and application of Plutchik’s Wheel of Emotions, as well as other similar tools. These golden rules are:
With the wheel of emotions and these golden rules in hand, life can become more manageable. Imagine a world where everyone had the language to pinpoint an emotion, and understand what they felt. It would help communication in every field. Do you use the wheel of emotions in your practice or daily life? If so, we would love to hear from you in our comments section below. For further reading, please see the following five articles on emotional intelligence: If you’re looking to help your clients become more emotionally intelligent by sharing online exercises and tools with them, the new Quenza application will help you do exactly that. We hope you enjoyed reading this article. Don’t forget to download our 3 Emotional Intelligence Exercises for free.
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