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Scandinavian Newspaper Reflects Readers' Emotions in a Cube

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Scandanavia' largest newspaper, Finland's Helsingin Sanomat, is publicizing its change from broadsheet to tabloid with an installation called the "Emotion Cube" in Helsinki. Created by Hasan & Partners and produced by Perfect Fools, the plexiglass cube is designed to reflect readers' emotions generated by the paper's news stories. Readers are invited to share their feelings via a smartphone, tablet or PC, choosing from eight emotions: Hope, Sorrow, Joy, Worry, Interest, Anger, Compassion and Surprise. The combined readers' most overriding mood will be reflected in the 4 x3 m cube in a specific color, with the emotion also written inside the cube. Each color is illuminated by a series of LED bulbs, ranging from green for Hope to red for Rage.

The cube will be on show in the city's Kamppi Square for three weeks, starting from yesterday (January 13). It is part of a wider Helsingin Sanomat campaign in which the colors generated by the cube will feature across all its advertising.

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