Emojis and visual literacy: a semiotic analysis of non-verbal language and emotional expression

Abstract

This study explores the potential of emojis as non-verbal symbols for communicating and measuring emotional responses in decision-making. The research framework involved testing 100 consumers (55% female; 64% aged 18-25) using the Rate-All-That-Apply (RATA) method with 41 pictograms to assess perceptions of kefir stimuli at different levels of information about its functional properties. Data analysis was conducted using Factorial Correspondence Analysis (FCA) and Principal Component Analysis (PCA). The findings show that emojis capture subjective nuances of valence and emotional arousal that go beyond traditional hedonic scales. It was demonstrated that the use of pictograms is sensitive to situated cognition, enabling the mapping of emotional valence shifts induced by health information. In the fields of Education and Languages, the study indicates that emojis serve as semiotic levelers, promoting emotional expression and the development of socio-emotional skills, thereby providing inclusive pedagogical support for learners with varying levels of verbal literacy. It is concluded that these signs can serve as potential predictors of choicepreference, bridging communication gaps in interfaces where verbal language may be limited.