How “negative” or “positive” different English words are perceived

Ever say something “pretty good” when you meant “awesome”? Turns out, those two carry very different weights. This chart from YouGov shows how people rank words from “abysmal” to “perfect” on a positive/negative scale—and it’s pure gold for marketers.

Marketing analysis

Words shape perception. “OK” and “Fine” might sound safe, but they land solidly in the middle—aka forgettable territory. On the flip side, “Brilliant,” “Excellent,” and “Outstanding” light up the positive end like fireworks. Great copywriters know exactly which words make readers feel something.

Why it works

• People subconsciously assign emotion to every word.
• Positive language boosts trust and persuasion.
• Even “neutral” words can drag down your message.
• Strong adjectives frame value instantly.

Examples

• Apple ads love “Brilliant,” “Revolutionary,” “Incredible.”
• Airbnb uses “Belong anywhere” instead of just “Stay anywhere.”
• Dove says “Real beauty” instead of “Looks good.”
• Nike sticks with “Greatness,” never “Pretty good.”
• Coca-Cola: “Open happiness,” not “Open a decent drink.”