Source: Robert Pultchik, Theory of Emotion, 1980

When creating marketing and experiences, we are often focused on creating emotional responses. That’s when the Wheel of Emotion can come in handy. This is a great framework for pinpointing, understanding and designing for emotional response. The wheel is built around eight primary emotions in the second rung, including joy, trust, fear, surprise, sadness, disgust, anger, and anticipation. Each of these emotions sits opposite from its polar opposite by design i.e. joy and sadness. The framework also shows varying degrees of emotional intensity — as it gets closer to the center the intensity increases, further out intensity wanes.