In case you're not sure how to feel about the news, a major print publisher recently made some editorial changes to keep you informed. Last month, USA Today tested including emoticons in the title. Yes, emoticons are now officially available in print and people seem to In terms of development, this is not surprising, given the image below.
The alarming developments at USA Today (via @ suburbanitis .) The emoticon in the headline indicates the mood of the accompanying story. pic.twitter.com/9Oy6WRh0nM
– Rhodri Marsden (@rhodri) October 12, 2015
Adweek described the icon placement is “quite awkward”, stating that “the icons feel like they are trying to reflect how you should feel about the news, which blurs the lines of journalistic neutrality a bit . "Meanwhile, Fusion classified the whole concept is "Please don't."
Emojis in unique places, like on the front page of USA Today , absolutely not ) New. Earlier this year, Domino's emoji ordering system, allowing customers to complete a pizza order simply by texting or tweeting a pizza emoji, won the Grand Prix Titanium at Cannes for Crispin Porter + Bogusky; Chevrolet Wrote a media release for 2016 Cruze entirely with emojis; and IHOP redesigned my logo to evoke a smiling face.
A new study by Emojis a real-time online emotion tracking platform and building strategies to increase customer engagement through the use of emojis, revealed that most people are fluent when expressing yourself with emoji faces. But that doesn't mean every brand knows how to capitalize on that in an effective and self-aware way.
For anyone who wants to not repeat USA Today Mistakenly, Emogi's findings have a lot to teach us. (Note that Emogi's business model means you should probably disregard these numbers. However, there's a lot to gather here.)
Emojis are mainstream
More than 60 percent of respondents communicate with emojis weekly, if not more often, and that includes people old enough to rent a car. Even non-millennials still use emojis regularly — only about 8% of people never use them.
In short, don't be afraid to use emojis to communicate with older people. Your audience should have no trouble understanding the context of a sad face, no matter how tech-savvy they are.
Women use emojis more than men 
This gender gap in emoji usage is something to keep in mind when trying to convey a message. According to the study, women are more likely to believe that emojis can accurately capture their emotions than words, while men are not entirely convinced. In other words, women are also more likely to use emojis, while men use them less often. Depending on the target audience, it may make more sense to keep the message simpler or more traditional.
Why are brands jumping in?
Brands continue to use emojis for one simple reason: They work. The report found that click-through rate and attention time skyrocketed when emojis were included. 
To ensure that the experiment stays true to the brand, some companies are trying to capitalize on the trend by including their own format. Are from Custom Twitter emojis for the Premier League season to The Dogs Trust's dedicated app for dog emojis , emojis give brands the chance to customize part of the digital language. For example, Dove's curly-haired emoji keyboard is immediately understandable, but still unique to Dove's brand and image. It's a clever mix of universality and specificity.
Emojis have obvious limitations
Emoji's popularity is only growing as Facebook releases new Reactions update , will add six expanded emoji feedback buttons on top of the basic “Like” button. But even if emojis are ubiquitous, they're not suitable for all situations.
While happiness and apathy can easily be switched, the report found that respondents had difficulty using emojis to indicate surprise. And as USA Today found out, it's hard to convey seriousness and sadness with an emoji. Unfortunately for publishers, the news is often serious and sad.
Facebook may want to keep these limitations in mind when it appears to be rolling out Reactions. When people need to express surprised or negative opinions on social media, emojis can lead to communication problems.
Functionality is also an important factor when deciding if it is appropriate to communicate with emojis. While ordering Domino's emoticons is convenient for customers, the purpose of USA Today's experiment is harder to decipher. In print, emoticons exist to… let the reader know how he feels? To simplify a news story into an emotional note? Besides playing by form, the purpose is still unclear.
Adweek asked Callaway if there were concerns about the impact of using happy emojis alongside serious news, such as an update on Russia's involvement in Syria. Callaway's response? “Yes, of course there was discussion about being too sloppy.”
Is there an emoji for that?
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