Trend forecasters in the design world have humour on their minds. And they are not alone. The creative community is taking note of a shift recognised by the prestigious Cannes Lions International Festival of Creativity. This June, the event will introduce a new awards category dedicated entirely to branded communications that use humour.
The industry is calling it a return to humour. Decades ago, marketers were more confident in taking risks with comedy. But in recent years, serious global challenges have understandably influenced a more measured tone in advertising and design.
However, the data tells us we may be swinging back. At Cannes in 2023, 52% of all category winners were considered humorous, up from 43% the previous year. Other studies show consumers want more lightness in brand communication. They are ready to engage with marketing that makes them smile.
What Does This Mean for Brands with Serious Ambitions?
Humour should not be dismissed as childish or frivolous. In fact, marketeers are encouraged to bring the topic of playful communication into the boardroom.
The saying “behind every joke there is some truth” reflects the psychological idea that humour often comes from shared, real-life experiences. But it can also be a creative and imaginative outlet that helps brands feel human, not corporate.
This does not mean you need to aim for stand-up comedy. Sometimes a smirk or a smile is enough. Emotional engagement creates lasting memories. And people are most open to new ideas when they are relaxed and receptive.
Embracing Playful Design: Creative Tactics
At oodle, we believe in the power of playfulness when the project brief supports it. Here are a few ideas to inspire a lighter approach to your next campaign:
1. Choose the Right Platform
Different marketing channels suit different moods. On social media, audiences are open to informal, engaging content. Think visual storytelling, animations, infographics and GIFs — all of which can carry humour and personality.
Remember that social platforms prioritise video. Humorous animations that blend visual design, messaging and sound are a strong choice.
Offline, direct mail offers another opportunity to stand out. Even something as simple as a red envelope ahead of Valentine’s Day can evoke a smile and start a conversation.
2. Use a Fun Design Style
Design elements such as colour palettes, illustrations and layout can inject a sense of fun. At oodle, we often use custom illustrations or character design to tell a brand story.
A great example is our work with Good Lookin Cookin, a provider of nutritious school meals. We turned their typographic logo into a family of food characters, each inspired by a member of their team. It added warmth, playfulness and relatability to the brand.
3. Play with Language
Playfulness can also come from your copy. A well-placed pun, a rhyming phrase or a cheeky alliteration can all give your brand a lighter tone without compromising credibility.
Consider trying out a more playful tone on one campaign or platform before making it a core part of your voice. You could also create a unique hashtag to bring cohesion to your brand story and calls to action. #JustSaying
Final Thoughts: Ready to Add Wit and Warmth?
Is this the year your brand experiments with playfulness? We think it could be. Humour can build connection, improve recall and make your message more enjoyable to engage with.
At oodle, we are always ready to explore ideas that bring personality and joy into design and marketing projects.
Let’s find your unique tone, tell your story in a playful way and make people smile for all the right reasons.
