Advertising gurus have known it for years. Dada, the Surrealists and pop artists have made careers and fortunes from it. Like music, people all over the world respond to it. What is it? Humour! And it’s a very powerful tool to bring to the event and exhibition arena.
How often do we see it being used? I would say very rarely. Imagine our lives without humour. So why do we disregard it so easily when we think of creating storylines and backdrops for events? Why don’t we use humour more in an industry where creativity is supposed to be king? We often ignore the fact that making people laugh is a creative experiential moment. People open their hearts and minds.
Probably the most common misunderstanding that people tend to have about humour in design and communications is that it’s not as meaningful as serious strategies. This has been proven wrong by the insights and universal truths offered by humour used in its various contexts.
In advertising, messaging taglines and images that create the most resonance with target audiences often contain humour. It makes the message more enjoyable and memorable. That makes it great for branding and return on investment.
An event or exhibition should be a journey along a logical path that is embellished with careful attention to emotional as well as intellectual impact. The visitor should be engaged and immersed in a logical storyline that pays careful attention to tone and tempo. We can vary or even create a disruption along that journey to create positive emotions, smiles and laughs.
Of course humour isn’t suited to all situations. Usage needs careful consideration as to how appropriate it is in context and whether humour can be part of the ‘brand’ or the event’s personality. When used correctly, however, attendees will be able to better relate to the products or message.
By making delegates laugh, smile or even just display a bit of personality, humour can really create a memorable and meaningful impact.
