Art Direction & Design

Terms: Emotions

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emotions

Essentially emotions are physical and instinctive. They have been programmed into our genes over many, many years of evolution and are hard-wired. While they are complex and involve a variety of physical and cognitive responses (many of which are not well understood), their general purpose is to produce a specific response to a stimulus. For example: You are on your own and on foot in the savanna wilderness, you see a lion, and you instantly get scared.

Emotions can be measured objectively by blood flow, brain activity, facial expressions and body stance. Important note: Emotions are carried out by the limbic system, our emotional processing center. This means that they are illogical, irrational, and unreasonable because the limbic system is separate from – sitting literally behind – the neocortex, the part of our brain that deals with conscious thoughts, reasoning and decision making.