The Yu Emotion Science Lab (YES Lab) at UC Santa Barbara studies how people form emotional, moral, and evaluative responses to other people and visual stimuli (e.g., visual art, brand logos, etc.). We combine controlled experiments, computational modeling, and neuroscience to identify the psychological and neural mechanisms that drive perception, judgment, and decision-making. Our work is relevant to industry partners interested in branding, packaging, consumer response, and human-centered design, because it helps explain not only what people prefer, but why they prefer it. We aim to translate rigorous lab-based insights into scalable, real-world applications.