Abstract: A system and method provides techniques and analysis tools for measuring how individuals perceive and respond to valences and more subtle “micro-valences” present in stimuli. The invention includes a process that uses human neuroimaging and behavioral techniques to measure valence in order to predict how individuals will perceive and react to any stimulus designed to engage individuals, e.g., end users or consumers, including, but not limited to, products, brands, logos, packaging, banner ads, and advertisements and their subcomponents or features, such as shape, color, pattern, and material properties.