Great stories appeal to our deepest emotions

In the 1960s, researchers started to study facial expressions that matched six basic emotions: happiness, sadness, anger, surprise, fear, and disgust.

Some researchers now say there are fewer than six basic emotions, and others say there are more (up to 21). But the idea remains that

Basic emotions like anger, surprise, disgust, joy, fear and sadness are thought to be universal, and a naturally-occuring reflexive response to a given situation, event or circumstance.

New studies show that human emotions are far more nuanced, and just like primary colors produce thousand...

When you're building out your solution and setting up your marketing, think about what emotional values your customers are chasing. Then make them feel it.

The eight basic emotions paired in opposites are: Joy — Sadness, Anger — Fear, Trust — Distrust, Surprise — Anticipation.