Long-term control of the COVID-19 pandemic hinges in part on the development and uptake of a preventive vaccine. In addition to a segment of population that refuses vaccines, the novelty of the disease and concerns over safety and efficacy of the vaccine have a sizable proportion of the U.S. indicating reluctance to getting vaccinated against COVID-19. Among various efforts to address vaccine hesitancy and foster vaccine confidence, evidence-based communication strategies are critical. There are opportunities to consider the role of emotion in communication efforts. In this commentary, we highlight several ways negative as well as positive emotions may be considered and leveraged. Examples include attending to negative emotions such as fear and anxiety, raising awareness of emotional manipulations by anti-vaccine disinformation efforts, and activating positive emotions such as altruism and hope as part of vaccine education endeavors. Covid-19 vaccine hesitancy Although COVID-19 preventive behaviors such as mask wearing and social distancing have been shown to be effective in curbing the spread of the virus (World Health Organization, 2020), long-term control of the COVID-19 pandemic will hinge on the development and uptake of a preventive vaccine. To date, a sizable proportion of the U.S. population has reported that they either do not plan to or are unsure about becoming vaccinated against COVID-19 (Associated Press