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:
Wit Wins Time
Offering something that intrigues, retains audience attention and curiosity which can be extremely powerful in a noisy social feed.
It Invites Participation
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.
Gives a Little Ego Boost
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.
Boosts Revenue In A Commercial Setting
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.
Funny 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
The Illusion of Choice - Richard Shotton