Provided are a computer program product, method, and system for rendering search results. A search request is received having a search criteria to perform with respect to objects having content instances. A determination is made of the objects having qualifying content instances that satisfy the search criteria, an attribute value of the qualifying content instances for a specified attribute, and appearance settings for the qualifying content instances based on the determined attribute values. The appearance settings vary based on the attribute values. Tags are generated indicating the content instances and appearance settings for the content instances. A visualization of the tags in a display group are generated to provide visualization of the qualifying content instances in the objects according to the appearance settings, wherein visualizations of the tags is varied based on the determined appearance settings.