What wit can do

There are many layers to the advantages of using wit in advertising to engage and appeal to audiences.

Greg Quinton and Nick Asbury write on witty thinking in graphic design and make the case for wit.

If you ask designers why they like to use wit, they will often talk in terms of delight and pleasure. But behind the warmth is real commercial benefit.

Apart from commuters on railway platforms reading posters until the train arrives, or people idly reading cereal boxes over breakfast, few of us have time to spare for all the messages brands want to communicate. How many do more than skim-read a web

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