The priorities of emoji-users are efficiency and clarity, not necessarily emotional depth. When one needs to explain a complex emotion, they will likely do so. Whenever emoticons can make the conversation easier, however, they will be employed.
According to The Guardian, the Aloft Hotel in New York uses emoji to be able to connect with their customers and understand their needs. This is becoming a trend; many companies are using emoji as menus or for quick communication, like Domino’s and London food delivery service BurgerBurger. At Aloft, customers can essentially text codes, like the emoji combination of a banana and a water droplet, in order to signal room service that will bring food for a hangover or for snacks. The hotel is able to use emojis for efficiency; they cater to their customers’ specific needs by speaking a universal language.
CEO of 8x8, Vik Verma, encourages emoji use in the workplace in order to avoid miscommunication. He explains that even punctuation can imply a different tone in written messages, and since his company is fast-paced, a lack of clarity disrupts progress. Emojis do not take away from his employees’ ability to communicate; his office uses the characters for transparency of thought.