In a series of experiments, observers' cognitive and psychophysiological responses to pictorial stimuli were evaluated. In the first experiment, subjects were viewing a set of randomly presented images. After each image presentation, they rates every image on a number of cognitive scales. In the second experiment, images producing certain physiological effects - deactivating, neutral, or activating - were individually selected based on the results of the first experiment and shown to the subjects again. Psychophysiological measurements included electrocardiogram, hand temperature, muscle tension, eye movements, blood oxygen, respiration, and galvanic skin response. Our result indicate that images produced significant emotional changes based on verbal and physiological assessment. The changes were in agreement with the predictions derived from the metric that we developed in a number of cases that exceeded the change level. The direction of changes corresponded to previous findings reported elsewhere.