The Impressionist painter Pierre Auguste Renoir once said, “Art is about emotion; if art needs to be explained, it is no longer art.” This quote sparked an interesting thought: we hear a lot about "following the science," which, of course, makes sense. Science is the opposite of art—it's built on facts that explain the world around us, and that certainty can bring us comfort. Or does it?
One of the things that sets humans apart from other animals is our ability to feel, express, and be driven by emotions. This raises a crucial question: Are emotions sometimes more important than science when it comes to influencing our actions?
Think about how art affects us. A piece of music might make the hairs on the back of our neck stand up, a passage in a book may bring us to tears, or a painting might stir deep feelings of pleasure. These moments move us without the need for facts or explanations. Yet, this doesn’t mean that science is irrelevant—far from it. Science provides the structure and understanding that powers innovations, like the technology allowing you to read this blog and the medical advancements that promise to keep you healthy for longer.
But how does all this relate to customer experience? In every way. When we offer a product or service, we can promote it through a combination of both art and science. We can highlight how our product lasts longer, performs better, or offers great value. These factual claims might resonate logically with customers. But if we can connect with their emotions—by understanding their deepest needs and desires—we have a far greater chance of winning their loyalty.
Emotions, after all, shape how we feel, and how we feel often influences our decisions more than logic. We can be fully informed, aware of the facts, and yet still make choices that contradict them. Time and again, the heart rules over the head. This is why, when communicating with customers, it's essential to not only ensure our products live up to their promises but to also engage their emotions. If we rely solely on explanations and data, we’ve missed an opportunity to truly connect.
In the end, the most successful customer experiences come from a blend of both science and art—fact-based reliability paired with emotional resonance. And when art speaks for itself, no explanation is needed.