The idea
The six scenes are teaching categories, not an exhaustive map of every person’s emotional life or a rule that unpleasant feelings always make bad marketing. A truthful expiry alert may raise concern, while empathetic support can acknowledge frustration; the responsible question is whether the communication helps someone understand and resolve the situation. Use the framework to name the feeling the work invites, consider how different people could interpret it, and avoid manufacturing distress simply because a strong reaction is easier to notice than a useful one.
Use it thoughtfully
- Name the intended emotional response explicitly.
- Check whether the emotion fits the objective.
- Resolve distress responsibly and avoid unnecessary pressure.
An example
In an illustrative service campaign, an accurate expiry notice explains available options calmly. Support then responds empathetically if a customer is worried, using reassurance and practical help rather than escalating fear to push a purchase.
A question to try
What feeling does the message invite, and what responsibility follows if it creates concern or frustration?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.