Insights

Using humour in your brand: Why, When & How

Using humour in your brand: Why, When & How

When should you use humour in your design, marketing and communication? To be honest, there is no right or wrong answer to this, but humour should definitely be used with caution! Adding comic value to your brand and marketing can help you connect to your clients and customers on a personal level. A great recent example of humour being used effectively was Lidl’s reply to the recent John Lewis Christmas advert:

The play on words, “It’s a Lidl bit funny”, is used to mimic the lyrics of ‘Your Song’ by Elton John, which was featured in the John Lewis TV advert. This is accompanied by an image of a keyboard Lidl have for sale a lot cheaper than those sold by John Lewis. This tongue-in-cheek advert by Lidl was shared thousands of times across social media, showing how a little bit of humour can go a long way!

These days, companies compete for the same advertising space. More and more people are having direct interaction on social media, giving brands the need to get some kind of emotive response from this audience. Brands are slowly becoming more ‘human’ in the way they use and interact on social media. This might be by signing off a reply with their initials, or coming back with a witty comment. Before, a reply to a complaint may have looked like this:

These replies are very much a template and very boring in the language used. However, companies are now starting to take a different approach in how they respond to complaints. A lot of these also now go viral, such as this one from Royal Mail:

By adding this touch of humour, Royal Mail managed to deal with the complaint in a more light hearted manner. This won’t always be a suitable way to reply to people, but most of the time, your customers will appreciate a friendly human response.

Using humour in advertising

Adding humour into your advertising attracts attention and gets people talking about your brand. For example, this Pepsi lorry uses a mix of great graphic design and humour to get people talking:

The imagery used in the truck design is illustrating how Pepsi light is a lighter alternative to original Pepsi. A design like this will make people double-take when they see it driving down the road. It may also prompt images to be shared on social media, giving Pepsi some free advertising!

The key to using humour in your design, marketing and communication is knowing when to use it correctly, but I’m afraid we can’t tell you when this is! It’s one of those things, you’ll know when you know.

Let's all get creative together

Related articles

Branding must-haves for all businesses

Building a memorable brand is more important than ever. In a climate of pretty much unlimited choices, your brand has to be cohesive, memorable and...

Read More

What is the purpose of logos and why do they matter?

A logo is an important piece of any company’s identity. In fact, even if a business’ name is not featured within the logo, the majority...

Read More

Let's all get creative together

Related articles

The Golden Rules of Graphic Design

You may not consciously be aware of this, but graphic design is EVERYWHERE. The branding of the device you are using to read this, the...

Read More

Pantone Colours of the Year 2021

It’s that time of year (already?!) when Pantone announces their “Colour of the Year”. The colour (or colours, as is the case this year) choice...

Read More
Scroll to Top