I am not a fan of puns. I believe I may be a rarity in this. I don’t care. If something makes you groan, it’s not clever, is it? I expect the odd pun in a Christmas Cracker and will groan along with everyone else around the table. I can’t honestly think of another example where I’d accept them willingly, though.

So, puns specifically, and humour in general – is there a place for it outside of Christmas Crackers? I say no. Po-faced pedant? Moi?

I present my argument below, your honour.

Humour is wildly subjective. What makes me laugh might make you wince and vice versa. If you absolutely know, without a shadow of a doubt, that your audience ‘gets you’ and will perfectly understand your humour, then go for it. If not, don’t.

I’ve been to Haworth in West Yorkshire a few times recently, and there’s a fab shop with quirky signs and quirky art all based around very northern and often sweary words and phrases. I love them. But I’m sure some will find them offensive. I mentioned the shop to the owner of the cottage I was staying in, and she said she had to keep the quirky art in the cottage neutral, understandably, so as not to offend any easily offended visitors (who may or may not be Northern)- context/setting/audience matters.

Where humour does work

Humour can be brilliant for:

• Brand personality pieces where you’re deliberately being playful
• Social media content (though even here, read the room)
• Internal comms where you (should) know your audience intimately
• Explainer content that allows for a lighter touch to keep people engaged

Innocent Smoothies built an empire on conversational, gently funny packaging. It worked because it was consistent, it fitted their brand values, and crucially, it didn’t get in the way of the message.

Where humour doesn’t work

Pretty much anywhere formal or serious. If I’m writing a press release about an investment, a new project, a new service, a milestone or worse, a safety incident, financial difficulties, or anything where people’s livelihoods or wellbeing are at stake, I’m not cracking jokes. The same goes for most annual reports, corporate statements, and anything legal or regulatory. Leave humour out.

I’ve seen web copy that is so focused on trying to be amusing that it’s hard to find what a company actually does. What is the point in that? You can add humour without losing sight of the main point. The humour can be subtle, woven through, but not overkill and not a distraction from the product or service.

The golden rules

Humour has borders

It travels badly. Not just internationally, but even regionally. A joke that lands perfectly in Liverpool might die on its arse in London. And puns in particular age badly and rarely translate. A bit of Northern wit can sound baffling in the Midlands, let alone Mumbai.

Know your audience

What is the angle? Who is the audience? How well do you know them? Not just demographically, but contextually. What mood are they in when they’re reading your copy? What do they need from you right now? Are they here to be entertained, or do they just need clear information? Will your humour hit the mark? Will it alienate those you want on board?

If in doubt…

Leave it out. Forced humour is worse than no humour. If you’re straining for a pun, it shows. Clear, helpful copy will never offend anyone and a joke that falls flat can damage trust and credibility.