Online search engines aren’t really the most ’emotional’ of products (as Jonah Berger – Marketing Professor at The Wharton School – notes in his brilliant book “Contagious: Why Things Catch On”) The majority of people do not feel warm or cuddly when (if ever) thinking about the intricacies of the (all be it brilliant) front- or back-end engineering involved. The end user simply wants the most accurate search results as fast as possible.
A man named Anthony Cafaro, who joined the very first Google design team- called the “Creative Lab”- in 2009, found a way to foster an emotional connection between the end user and his/her Google Search experience. Together with the Creative Lab team, Cafaro developed the following video entitled “Parisian Love”:
This was simply inspiring and the learning here very much links to Simon Sinek’s mantra: “People don’t buy what you do, they buy why you do it!” Rather than highlighting the features and technology, i.e. the what, the Creative Lab outlined why Google Search even exists: to help people learn, grow and connect! They told a story. They moved us.
As one member of the Creative Lab team said, “The best results don’t show up in a search engine, they show up in people’s lives.”