The Power of Storytelling

How many of you let out an audible "awwww" when you saw the following commercial?



Google does an incredible job of advertising their search engine in this advertisement. I love this video, because it leverages the power of storytelling. It just resonates with me. It gives a tangible demonstration of Google's their search service is useful in a number of contexts, and uses the power of story to tug at our heartstrings.

The music builds perfectly (it makes me shudder, but in a good way) as the video progresses to the climax when the search "How to assemble a crib" is typed in the search bar. The subtle sounds in the background give some added guidance as to what's going on and help people imagine the progressing scenes. Why is this video so appealing? Everyone wants to find love in this world and be loved. Google makes an emotionally appealing case that they can help you on that journey.

The video makes good use of the design principle called closure to tell the story. We observe the parts, individual searches (which taken individually would less meaningful), but perceive the whole, the connected story, and construct a continuous story in our head. In this case, we are given the freedom to imagine the in-between steps. And the music and structure of the video lead us to construct an ideal and positive story. I think storytelling is such an essential part of understanding the context to design within and communicating design solutions. Here it is employed as a useful advertising tool that builds Google's brand. And the kicker? This video probably cost them very little in comparison to other Super Bowl commercials.