Utilizing humor in brand copywriting

When creating a brand's sense of humor, it's crucial to consider how the copy will make people feel. Incorporating humor can help relax anxious customers, making them more receptive to the brand's messaging. By understanding different humor categories like wholesome, goofy, dark, morbid, intellectual, and surreal, brands can strategically use humor to engage with their audience. Employing incongruity resolution, which involves unexpected punchlines, can lead to surprising and delightful moments for customers, enhancing their connection with the brand.