Imagine how easy it is to curate a set of data and set up a benchmark of what each emotion looks like using the information we are providing without any filter. Before we know it, brands will be able to send their message across much more precisely. They will be able to program in advance, when an advert should be exposed on apps or websites based on our facial expression. Little by little, we are providing the bigger corporations with all the information that qualify us as humans. When people realise their data is currency, will they be willing to give it away so easily?
On the other side, the great thing about emotional analytics is that it will not only be just another selling tool. Emotional analytics could be used in the much broader environment, in an attempt to create a better system. For example, there is an opportunity for medical centres to rethink their design and architecture, thanks to all the collected data, in order to make the hospitalisation process less frightening; triggering a positive emotional response by the choice of colours and its layout. We could also use it to improve learning in schools or increase productivity in workplaces.
Eventually, Emotional Analytics’ utility will go beyond the branding industry. For years, consumerism as been at the centre of our society and although this new form of data is primarily being developed for this purpose, it might lead to a global revision of how we design our world.
“Fragmenta” by Micaela Lattanzio.