As emotions are part of everyone’s experience, emotional design entails relating to people effectively with your product design or its interface design. The role of emotions is to help signal and reveal the unconscious processes underlying behaviors.
Therefore, if you are launching a new product or an advertising campaign, evaluating emotional engagement before its launch can help predict the success or failure of the campaign. In other words, testing elements such as visual creative elements, images, videos, and music can help identify non conscious responses from your customers, which is in turn helpful to identify branding emotional triggers. It is even more powerful and pertinent in digital contexts, where the interaction with your product or ad is enhanced or restrained by technology.