Written by
Chris
Date Published
21 February 2024
Wit in design is often what makes work memorable, and “A Smile in the Mind” explores how humour, surprise, and clever thinking can elevate visual communication. This article looks at how small moments of wit, from visual puns to unexpected ideas, can capture attention, deepen engagement, and make design more human, while also considering the balance between cleverness and clarity in creative work.
Have you ever seen an advert, or piece of content that made you smile? I bet there's a good chance that you still remember it.
This is what I mean by 'smile in the mind' design.
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.
Here's why clever design should be on your radar:
Offering something that intrigues, retains audience attention and curiosity which can be extremely powerful in a noisy social feed.
Creating an open connection encourages the audience to engage, instead of simply react. Brands have built communities using humour and wit to start and continue conversations. (Check out this internal comms campaign for Elexon that made even health & safety fun and engaging!)
If it takes a moment to work out the punchline, your design can be even more effective. When your audience feel clever for figuring something out, it generates a positive feeling towards the experience and brand.
Make someone smile and they are likely to listen, or even compensate you. In Richard Shotton's book "The Illusion of Choice", he references research by Nicolas Gueguen who ran an experiment on 211 customers. 19% of the customers who didn't receive a joke with their bill left a tip. In contrast, 42% of customers who received a joke, left a tip.
Fact.
As cited in the "Smile In The Mind" 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.
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" by Beryl McAlhone & David Stuart
Start with a clear understanding of your audience. Wit works when it reflects something your audience already thinks, feels, or recognises to create a sense of shared perspective. The most effective examples feel effortless, precisely because they're rooted in genuine insight about the people they're speaking to, not just a desire to be creative for its own sake.
'Smile in the mind' is a design philosophy rooted in wit, surprise, and clever thinking. It's design that makes an audience pause, smile, or do a double-take. It might be a visual pun, a hidden detail in a logo, or a piece of copy with an unexpected twist, but ultimately the underlying principle is simple: if you can make someone smile, you're far more likely to be remembered.
Because it earns attention rather than demanding it. In crowded feeds and competitive markets, clever design creates a moment of genuine engagement that invites people in rather than simply presenting at them. When an audience feels rewarded for paying attention, they form a more positive association with the brand behind it.
There's plenty more where that came from. Find recommended articles below covering tips and advice across brand culture, perception, and business operations.
Vol 3D
