The rule
Use humor sparingly to build a human connection, provided it never compromises clarity or usability.
Why it matters
Humor can make users feel better about themselves and increase their appreciation for the interface. It makes a brand feel authentic and differentiated from "robotic" competitors. However, "trying too hard" to be funny can delay users or make them feel stupid if they don't get the joke.
How to apply it
- Ensure humor aligns with the brand'92s mission and vision.
- Avoid humor in high-stakes situations like financial transactions or health emergencies.
- Get a "translator" from the target age group or culture to ensure slang or wit sounds authentic.
- Follow the "unicorn in the forest" rule: one humorous element is enough; don't over-decorate with wit.
Example
Weak
(Confusing wit) "Hold me closer, tiny dancer" (on a button for tiny actions)
Stronger
(Practical wink) "Why don't you just move there? 30 days is the max."
Tensions and exceptions
Humor is subjective; what one user finds delightful, another might find annoying or condescending. In professional or complex B2B systems, the most "empathetic" thing a writer can do is often to be as simple and clear as possible, rather than using a "sad smiley".