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Why so serious? 10 examples of crafting a humorous identity

It has become more and more of a challenge for companies to form a distinctive voice online amongst competitors and peers.

Frequently they are turning to humor, employing wit and surprise to engage with customers and shedding a stuffier image in favor of one which is more human.

It helps increase a customer’s relationship with the brand and can make your site more memorable compared to the rest.

From smart copy to small details here are 10 examples of companies and individuals employing humor online.

1. PayPal


With good copy, personalized language and a concentration on “you” PayPal does a good job of connecting with the user while the photo employed presents a humorous tone.

2. RJ Metrics

RJ Metrics

Some firms do a good job of displaying their staff personalities. On RJ Metric’s about page, rolling over an image reveals a funny face.


Mint 404 has a clever 404 page. The concept is simple but they make sure to direct you to potential solutions underneath.

4. Louis CK

Louis CK

If you forget your password you’re presented with a message in a typically Louis CK sarcastic tone. Obviously we wouldn’t recommend you call your users idiots, Louis gets away with it though.

5. Mailchimp

Mailchimp username

If you enter a username that already exists Mailchimp suggests that you might have an evil twin.

6. Ben & Jerry’s

Ben & Jerrys

Ben & Jerry’s brought some humor when tweeting about the legalization of marijuana in the State of Colorado.

 7. Projecteo


When shipping to a UK address Projecteo presents an “English gentleman” style prose for the heading.


On adjusting the slider setting on the monkey icon gets happier as the value rises.

9. Zapier


Zapier’s sign up form uses humorous placeholders on the first and last name fields.

10. Modcloth


This page is not only cute, but it has a strong call to action and can direct you to all of the best places to find the clothes you’re looking for on Modcloth’s site.

Simon Tomkins Designer, developer and pixel pusher until things are just right. Interested in modern, functional design with a focus on speed, clean typography and conversions. Enjoys whitespace and strong coffee.

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