What is Plutchik's Wheel of Emotions?

Plutchik's Wheel of Emotions is a colorful diagram created by psychologist Robert Plutchik, a psychologist known for his research on emotions. It shows eight basic emotions:

1. Joy

2. Trust

3. Fear

4. Surprise

5. Sadness

6. Disgust

7. Anger

8. Anticipation

These emotions are arranged like a color wheel, with each emotion blending into the ones next to it.

How It Works

The wheel has layers. The center shows the strongest forms of emotions, and as you move outward, the emotions become less intense. For example, in the center, you have ecstasy, and as you move outward, it becomes serenity.

Why It Matters in UX/UI Design

Understanding this wheel helps designers create interfaces that connect with users on an emotional level.

Here’s how you can use it:

1. Choosing Colors

   Colors evoke emotions. By using Plutchik's Wheel, you can choose colors that match the emotions you want to evoke. For example, blue can evoke trust and calmness, while red can evoke excitement or urgency.
   
   

2. Crafting Content

   Words and images can trigger emotions. Use the wheel to decide what kind of emotional response you want from your users and tailor your content accordingly. If you want users to feel happy and relaxed, use positive, uplifting language and images.
   
   

3. Designing Interactions

   User interactions can also be emotional. Smooth, intuitive interactions can create feelings of joy and satisfaction, while confusing or difficult interactions can lead to frustration and anger.

Practical Applications

Here are a few practical ways to use Plutchik's Wheel in your design process:

• User Onboarding

  Make the onboarding process pleasant and easy to create feelings of joy and trust. Use friendly language and supportive visuals to make users feel comfortable.
  
  

• Error Messages

  When things go wrong, avoid triggering anger or frustration. Use calm and helpful messages to guide users back on track, aiming for trust and reassurance.
  
  

• Call to Actions (CTAs)

  Use emotions to drive actions. For example, create a sense of excitement or urgency for sales or promotions to encourage users to act quickly.

Conclusion

Plutchik's Wheel of Emotions is a powerful tool for UX/UI designers. By understanding and using it, you can create designs that resonate emotionally with your users, leading to better experiences and stronger connections.

So next time you start a design project, remember to think about the emotions you want to evoke and how you can use Plutchik’s Wheel to achieve that.

Related Links

1. Plutchik’s wheel of emotion, System Concepts

2. Daily UI #011 — Flash Message (Error/Success), AUÐBERGUR GÍSLASON