Why the Google ‘I’m feeling lucky’ button is more than just a button
Here's the first in a series of log (not blog) posts where we jot down our raw thinking with little or no editing. Apologies in advance for the typos...
Another night working late
Feeling down and perhaps a little sorry for myself
Mulling over the big news of our very own creative genius being diagnosed with the dreaded C
I opened yet another browser window to do some research
Intent to press on
For the first time in a long time I noticed Google's ‘I’m feeling lucky’ button
It took me a little by surprise
Strangely it automatically put me in a better mood
It made me think about how many things were going right
Huddle had a new superstar joiner
We received huge praise from a happy client, unprompted
Our processes were really starting to take shape
Things just seemed to be working
But why the sudden mood lift?
Surely not because of this silly little button?
Surely not because of three silly little words?
I had no intention of clicking on Google’s ‘I’m feeling lucky’ button
And probably never will
It occurred to me the button has little to do with functionality
It wasn't there to balance out the page
Neither was it a call to action or conversion mechanism
It had to be an intentional inclusion
It had to be considered as an intrinsic element of Google’s brand
Because it reminds us - almost on a human to human level
That if you can afford a computer
If you are physically able enough to read a screen and click a button
If you can afford to bitch about working late
Then you are very lucky indeed
We've always believed that small elements in design can have a profound effect
The nuances, the details, the subliminal messages
These intangibles are what separates a good brand from a great brand
Because it speaks to our hearts, not our minds
Because it reminds us we’re human.