Form and shape, color and contrast, image and text - fascinating elements that have become indispensable in our daily lives or captivating elements with which we consciously form and influence opinions. Advertising aims to draw consumers' attention to a product or service and to influence their purchasing decisions accordingly. The use of emotional elements and the consideration of certain design aspects can significantly support the influence on consumers. The author demonstrates step by step the relevance of various emotional elements in the daily flood of advertising. The opinions of consumers are also taken into account, recorded in the form of a group discussion and subsequently analyzed.