No, it’s not their client’s or customer’s confirmation, framing or any other type of bias.

It’s our own and it’s emotional!

As marketeers, creatives or designs we know we buy on emotion and justify with logic. We know emotions impact how consumers perceive the world. Yet, as creatives we rarely seek to challenge how our feelings affect what we design or what we see or feel in a brand’s design.

Emotions are the fundamental language that brands use to communicate and influence behavior. Yet, business leaders, marketeers or designers have neither the knowledge, shared language, nor the emotional granularity, to know which blend of emotional needs their brand’s visual language communicates.

Being aware of one’s emotions is the first step to making us better communicators. To do that, we need to develop self-awareness but also a more sophisticated language with which to communicate emotions. Both across teams and to an audience.