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A Visual Guide to Human Emotion



visual guide to human emotion

A Visual Guide to Human Emotion

Despite vast differences in culture around the world, humanity’s DNA is 99.9% similar.

There are few attributes more central and universal to the human experience than our emotions. Of course, the broad spectrum of emotions we’re capable of experiencing can be difficult to articulate. That’s where this brilliant visualization by the Junto Institute comes in.

This circular visualization is the latest in an ongoing attempt to neatly categorize the full range of emotions in a logical way.

A Taxonomy of Human Emotion

Our understanding has come a long way since William James proposed four basic emotions – fear, grief, love, and rage—though these core emotions still form much of the foundation for current frameworks.

The wheel visualization above identifies six root emotions:

  1. Fear
  2. Anger
  3. Sadness
  4. Surprise
  5. Joy
  6. Love

From these six emotions, more nuanced descriptions emerge, such as jealousy as a subset of anger, and awe-struck as a subset of surprise. In total, there are 102 second- and third-order emotions listed on this emotion wheel.

Reinventing the Feeling Wheel

The concept of mapping the range of human emotions on a wheel picked up traction in the 1980s, and has evolved ever since.

One of these original concepts was developed by American psychologist Robert Plutchik, who mapped eight primary emotions—anger, fear, sadness, disgust, surprise, anticipation, trust, and joy. These “high survival value” emotions were believed to be the most useful in keeping our ancient ancestors alive.

plutchik emotion wheel

Another seminal graphic concept was developed by author Dr. Gloria Willcox. This version of the emotions wheel has spawned dozens of similar designs, as people continue to try to improve on the concept.

willcox feelings wheel

Further Exploration

The more we research human emotion, the more nuanced our understanding becomes in terms of how we react to the world around us.

Researchers at UC Berkeley used 2,185 short video clips to elicit emotions from study participants. Study participants rated the videos using 27 dimensions of self-reported emotional experience, and the results were mapped in an incredible interactive visualization. It is interesting to note that some video clips garnered a wide array of responses, while other clips elicit a near unanimous emotional response.

Here are some example videos and the distribution of responses:

reported emotional reaction to video clips

The data visualization clusters these types of videos together, giving us a unique perspective on how people respond to certain types of stimuli.

Much like emotion itself, our desire to understand and classify the world around us is powerful and uniquely human.

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Visualized: The Biggest Ponzi Schemes in Modern History

Learn the stories behind some of the world’s biggest Ponzi schemes in this illustrative infographic timeline.



The Biggest Ponzi Schemes in Modern History

Some things simply sound too good to be true, but when money is involved, our judgement can become clouded.

This is often the case with Ponzi schemes, a type of financial fraud that lures investors by promising abnormally high returns. Money brought in by new members is used to pay the scheme’s founders, as well as its earlier investors.

The scheme is named after Charles Ponzi, an Italian who became infamous in the 1920s for claiming he could double his clients’ money within 90 days. Since then, numerous Ponzi schemes have been orchestrated around the globe.

To help you learn more about these sophisticated crimes, this infographic examines some of the biggest Ponzi schemes in modern history.

Ponzi Schemes in the 20th Century

The 1990s saw a number of large Ponzi schemes worth upwards of $500 million.

CountryDate EndedName of Scheme and FounderValue (USD)
Belgium1991Moneytron, Jean-Pierre Van Rossem$860M
Romania1994Caritas, Ioan Stoica$1B - $5B
Russia1994MMM, Sergei Mavrodi$10B
U.S.1997Great Ministries International, Geral Payne$500M

In many cases, these schemes thrived by taking advantage of the unsuspecting public who often lacked any knowledge of investing. Caritas, for example, was a Ponzi scheme based in Romania that marketed itself as a “self-help game” for the poor.

The scheme was initially very successful, tricking millions of people into making deposits by offering the chance to earn an 800% return after three months. This was not sustainable, and Caritas was eventually unable to distribute further winnings.

Caritas operated for only two years, but its “success” was undeniable. In 1993, it was estimated that a third of the country’s money was circulating through the scheme.

Ponzi Schemes in the 21st Century

The American public has fallen victim to numerous multi-billion dollar Ponzi schemes since the beginning of the 21st century.

CountryDate EndedName of Scheme and FounderValue (USD)
U.S.2003Mutual Benefits Company, Joel Steinger$1B
U.S.2003Petters Group Worldwide, Tom Petters$4B
U.S.2008Madoff Investment Scandal, Bernie Madoff$65B
U.S.2012Stanford Financial Group, Allen Stanford$7B

Many of these schemes have made major headlines, but much less is said about the thousands of everyday Americans that were left in financial ruin.

For victims of the Madoff Investment Scandal, receiving any form of compensation has been a drawn-out process. In 2018, 10 years after the scheme was uncovered, a court-appointed trustee managed to recover $13 billion by liquidating Madoff’s firm and personal assets.

As NPR reported, investors may recover up to 60 to 70 percent of their initial investment only. For victims who had to delay retirement or drastically alter their lifestyles, this compensation likely provides little solace.

Do the Crime, Pay the Time

Running a Ponzi scheme is likely to land you in jail for a long time, at least in the U.S.

In 2009, for example, 71-year-old Bernie Madoff pled guilty to 11 federal felonies and was sentenced to 150 years in prison. That’s 135 years longer than the average U.S. murder conviction.

Outside of the U.S., it’s a much different story. Weaker regulation and enforcement, particularly in developing countries, means a number of schemes are ongoing today.

Sergei Mavrodi, known for running the Russian Ponzi scheme MMM, started a new organization named MMM Global after being released from prison in 2011. Although he died in March 2018, his self-described “social financial network” has established a base in several Southeast Asian and African countries.

If you or someone you know is worried about falling victim to a Ponzi scheme, this checklist from the U.S. Securities and Exchange Commission (SEC) may be a useful resource.

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The Top 100 Companies of the World: The U.S. vs Everyone Else

Where are the top 100 companies of the world located? We highlight the U.S. share of the top companies by market capitalization .



Top 100 Companies World vs US Shareable

The Top 100 Companies of the World: U.S. vs Everyone

When it comes to breaking down the top 100 companies of the world, the United States still commands the largest slice of the pie.

Throughout the 20th century and before globalization reached its current peaks, American companies made the country an economic powerhouse and the source of a majority of global market value.

But even as countries like China have made headway with multi-billion dollar companies of their own, and the market’s most important sectors have shifted, the U.S. has managed to stay on top.

How do the top 100 companies of the world stack up? This visualization pulls from PwC’s annual ranking of the world’s largest companies, using market capitalization data from May 2021.

Where are the World’s Largest Companies Located?

The world’s top 100 companies account for a massive $31.7 trillion in market cap, but that wealth is not distributed evenly.

Between companies, there’s a wide range of market caps. For example, the difference between the world’s largest company (Apple) and the 100th largest (Anheuser-Busch) is $1.9 trillion.

And between countries, that divide becomes even more stark. Of the 16 countries with companies making the top 100 ranking, the U.S. accounts for 65% of the total market cap value.

Location# of CompaniesMarket Capitalization (May 2021)
🇺🇸 United States59$20.55T
🇨🇳 China14$4.19T
🇸🇦 Saudi Arabia1$1.92T
🇨🇭 Switzerland3$0.82T
🇳🇱 Netherlands3$0.58T
🇯🇵 Japan3$0.56T
🇫🇷 France2$0.55T
🇩🇪 Germany3$0.46T
🇰🇷 South Korea1$0.43T
🇬🇧 United Kingdom3$0.43T
🇮🇳 India2$0.34T
🇮🇪 Ireland2$0.34T
🇦🇺 Australia1$0.16T
🇩🇰 Denmark1$0.16T
🇨🇦 Canada1$0.13T
🇧🇪 Belgium1$0.13T

Compared to the U.S., other once-prominent markets like Japan, France, and the UK have seen their share of the world’s top 100 companies falter over the years. In fact, all of Europe accounts for just $3.46 trillion or 11% of the total market cap value of the list.

A major reason for the U.S. dominance in market values is a shift in important industries and contributors. Of the world’s top 100 companies, 52% were based in either technology or consumer discretionary, and the current largest players like Apple, Alphabet, Tesla, and Walmart are all American-based.

The Top 100 Companies of the World: Competition From China

The biggest and most impressive competitor to the U.S. is China.

With 14 companies of its own in the world’s top 100, China accounted for $4.19 trillion or 13% of the top 100’s total market cap value. That includes two of the top 10 firms by market cap, Tencent and Alibaba.

 CompanyCountrySectorMarket Cap (May 2021)
#1AppleUnited StatesTechnology$2,051B
#2Saudi AramcoSaudi ArabiaEnergy$1,920B
#3MicrosoftUnited StatesTechnology$1,778B
#4AmazonUnited StatesConsumer Discretionary$1,558B
#5AlphabetUnited StatesTechnology$1,393B
#6FacebookUnited StatesTechnology$839B
#8TeslaUnited StatesConsumer Discretionary$641B
#9AlibabaChinaConsumer Discretionary$615B
#10Berkshire HathwayUnited StatesFinancials$588B
#12VisaUnited StatesIndustrials$468B
#13JPMorgan ChaseUnited StatesFinancials$465B
#14Johnson & JohnsonUnited StatesHealth Care$433B
#15Samsung ElectronicsSouth KoreaTechnology$431B
#16Kweichow MoutaiChinaConsumer Staples$385B
#17WalmartUnited StatesConsumer Discretionary$383B
#18MastercardUnited StatesIndustrials$354B
#19UnitedHealth GroupUnited StatesHealth Care$352B
#20LVMH Moët HennessyFranceConsumer Discretionary$337B
#21Walt Disney CoUnited StatesConsumer Discretionary$335B
#22Bank of AmericaUnited StatesFinancials$334B
#23Procter & GambleUnited StatesConsumer Staples$333B
#24NvidiaUnited StatesTechnology$331B
#25Home DepotUnited StatesConsumer Discretionary$329B
#26Nestle SASwitzerlandConsumer Staples$322B
#28Paypal HoldingsUnited StatesIndustrials$284B
#29Roche HoldingsSwitzerlandHealth Care$283B
#30Intel United StatesTechnology$261B
#31ASML Holding NVNetherlandsTechnology$255B
#32Toyota MotorJapanConsumer Discretionary$254B
#33ComcastUnited StatesTelecommunication$248B
#34Verizon CommunicationsUnited StatesTelecommunication$241B
#35Exxon MobilUnited StatesEnergy$236B
#36NetflixUnited StatesConsumer Discretionary$231B
#37AdobeUnited StatesTechnology$228B
#38Coca-Cola Co United StatesConsumer Staples$227B
#40Ping AnChinaFinancials$219B
#41Cisco SystemsUnited StatesTelecommunication$218B
#42AT&TUnited StatesFinancials$216B
#43L'OréalFranceConsumer Discretionary$215B
#44China Construction BankChinaFinancials$213B
#45Abbott LabsUnited StatesHealth Care$212B
#46Novartis AGSwitzerlandHealth Care$212B
#47NikeUnited StatesConsumer Discretionary$209B
#48Oracle United StatesTechnology$202B
#49PfizerUnited StatesHealth Care$202B
#50ChevronUnited StatesOil & Gas$202B
#51China Merchants BankChinaFinancials$196B
#52PepsiCoUnited StatesConsumer Staples$195B
#53Salesforce.comUnited StatesTechnology$195B
#54Merck & CoUnited StatesHealth Care$195B
#55AbbVieUnited StatesHealth Care$191B
#56BroadcomUnited StatesTechnology$189B
#57Prosus NVNetherlandsTechnology$181B
#58Reliance IndustriesIndiaEnergy$180B
#59Thermo Fisher ScientificUnited StatesHealth Care$180B
#60Eli Lilly & CoUnited StatesHealth Care$179B
#61Agricultural Bank of ChinaChinaFinancials$178B
#62Softbank GroupJapanTelecommunication$176B
#63Accenture IrelandIndustrials$176B
#64Texas InstrumentsUnited StatesTechnology$174B
#65McDonaldsUnited StatesConsumer Discretionary$167B
#66Volkswagen AGGermanyConsumer Discretionary$165B
#67BHP GroupAustraliaBasic Materials$163B
#68Wells Fargo & CoUnited StatesFinancials$162B
#69Tata Consultancy ServicesIndiaTechnology$161B
#70DanaherUnited StatesHealth Care$160B
#71Novo NordiskDenmarkHealth Care$160B
#72Medtronic IrelandHealth Care$159B
#73Wuliangye YibinChinaConsumer Staples$159B
#74Costco WholesaleUnited StatesConsumer Discretionary$156B
#75T-Mobile USUnited StatesTelecommunication$156B
#76CitigroupUnited StatesFinancials$152B
#77HoneywellUnited StatesIndustrials$151B
#78QualcommUnited StatesTechnology$151B
#79SAP SEGermanyTechnology$151B
#80BoeingUnited StatesIndustrials$149B
#81Royal Dutch Shell NetherlandsOil & Gas$148B
#82NextEra EnergyUnited StatesUtilities$148B
#83United Parcel ServiceUnited StatesIndustrials$148B
#84Union PACUnited StatesIndustrials$148B
#85Unilever United KingdomConsumer Staples$147B
#86AIA ChinaFinancials$147B
#87LindeUnited KingdomBasic Materials$146B
#88AmgenUnited StatesHealth Care$144B
#89Bristol Myers SquibbUnited StatesHealth Care$141B
#90Siemens AGGermanyIndustrials$140B
#91Bank of ChinaChinaFinancials$139B
#92Philip MorrisUnited StatesConsumer Staples$138B
#93Lowe's CompaniesUnited StatesConsumer Discretionary$136B
#94Charter CommunicationsUnited StatesTelecommunication$135B
#95China MobileChinaTelecommunication$134B
#96Sony GroupJapanConsumer Discretionary$132B
#97AstrazenecaUnited KingdomHealth Care$131B
#98Royal Bank of CanadaCanadaFinancials$131B
#99StarbucksUnited StatesConsumer Discretionary$129B
#100Anheuser-BuschBelgiumConsumer Staples$128B

Impressively, China’s rise in market value isn’t limited to well-known tech and consumer companies. The country’s second biggest contributing industry to the top 100 firms was finance, once also the most valuable sector in the U.S. (currently 4th behind tech, consumer discretionary, and health care).

Other notable countries on the list include Saudi Arabia and its state-owned oil and gas giant Saudi Aramco, which is the third largest company in the world. Despite only having one company in the top 100, Saudi Arabia had the third-largest share of the top 100’s total market cap value.

As Europe continues to lose ground year-over-year and the rest of Asia struggles to keep up, the top 100 companies might become increasingly concentrated in just the U.S. and China. The question is, will the imbalance of global market value start to even out, or become even bigger?

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