Feature Image for Human curation, not just algorithms
Joel Pember

Joel Pember

July 1, 2014

Or why the human element will always matter

The power and dominance of Google’s search engine is undoubted. It’s a part of our daily lives, whether it's finding the latest news and weather, delivering information for business or settling those notorious pub debates with friends.

In 2013 it completed an average of 5,922,000,000 searches globally every day. One can only try to imagine the quantity and variance of these search terms and the respective results… But do the search algorithms, which Google has meticulously engineered, serve us fully?

The rise and rise of people power

Recently I’ve found myself turning to social bookmarking site Pinterest increasingly, looking not only for creative inspiration in my curated feed from fellow pinners, but also for ideas and answers to my more ambiguous questions (or searches).

Search… suggests hierarchy, but many people are looking for a broader survey of what’s out there

A couple of weeks back, Pinterest CEO, Ben Silbermann delivered a keynote presentation at the Cannes Lions Festival of Creativity with some very clear messages to the creative industries about the service –

  • Pinterest is about beauty and creativity
  • Pinterest is the place to answer open-ended questions and seek creative inspiration

According to Silbermann ‘Search… suggests hierarchy, but many people are looking for a broader survey of what’s out there’. Additionally he stated ‘we have tens of millions of curators and tens of billions of images… Pinterest is about seeing what is possible’. Cleverly, Pinterest have leveraged this factor and integrated Guided Search functionality to help steer users in the right direction through millions of curated boards and pins.

An example of this can be illustrated simply by my personal experience of decorating an apartment with my girlfriend. About 12 months ago we created a collaborative board and started curating a collection of inspiring images, design references and a wish list of products. This pin board not only informed our decision-making and kept us stylistically aligned, but stirred up moments of inspiration and creativity as we added various ideas to the mix. You can view the apartment board here.

Using Pinterest to improve the process

It’s this idea of human curation, categorisation and creative interpretation that challenges Google’s search algorithms, and for those working in the creative industries we now have a dynamic collaborative tool in our pockets to streamline the mood board process. Here at JuiceBox our branding team regularly use collaborative boards to collate research, share inspiration and communicate various ideas, and in some special cases even invite clients to contribute.

If you are interested in starting a collaborative project with our branding team, drop us a line so we can tell you more about our processes and how we can define and craft your brand.

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