This is that.
It could be some word play-the questionable pun, a ‘Dad’ joke, a hidden item in an image or logo. Just something you see, read or experience that instantly puts a smile on your face.
This teeny tiny joy can be the difference between your message getting lost in the noise, and being memorable. If you can make someone smile, chances are it's the latter.
It is not the be all that ends all, but being included in the joke and maybe thinking you are part of an exclusive group pulls you in. An ‘inside joke’ that you're in on. You get it. You are a decoding mastermind! It's a little ego boost that brings a genuine grin.
They see you, they know you, they are LIKE you!
Seeing the wit involved pulls your audience in. They will be more engaged with your message, your brand, your pitch.
Wit;
Wins time
Offering something that intrigues retains attention and curiosity.
Invites participation
Creating an open connection requires the audience to engage, instead of simply react.
Gives the pleasure of decoding
An ego boost that brightens your day!
Gives a reward
Who doesn’t love completing something and being a part of it?
Amuses
Make someone smile and they are likely to listen.
Gets under your guard
Humour breaks through barriers.
Forms a bond
Mutual admiring of a joke creates instant connection.
Goes deeper
In a nutshell–happiness is good for your mind and your body. It is simple science!
Is memorable
Fact.
However, it does come with some risk.
As cited in the book “A witty idea that baffles people is worse than no idea at all. It alienates the audience rather than enticing them.”
It's possible to be TOO clever. You need the barrier to participation to be just right–not so easy that it becomes mundane. But, possibly more importantly, not so niche that the majority won't get it.
TL;DR
Making your audience smile, smirk, chuckle or even laugh, shouldn’t be scoffed at. Use it to your advantage and deepen your audience’s attention to your design, advert, event, and communication. You're far more likely to stand out and be remembered.
A Smile In The Mind–Witty thinking in graphic design
Beryl McAlhone & David Stuart
Greg Quinton & Nick Asbury
