Perhaps it's a professional risk for me to say this, but I believe that humor is essential to informing design. Humor is the soul of a story. It brings the viewer and that which she views into a shared space. It can vault over the walls consumers erect to shield themselves from the deluge of advertising. Humor reaches out.
Self-importance in marketing can sometimes translate to least important to your end user. Design and branding often take themselves way too seriously when some of the most effective ads of all time were just flat-out funny. And memorable.
DDB's "Lemon." Euro RSCG's "Most Interesting Man in the World." Weiden + Kennedy's "The Man Your Man Could Smell Like."
I didn't even have to name the product being sold. If you've seen just one of those ads just one time, you remember the brand associated with them. And you probably laugh.Read More