CONSIDER THESE two signs:
Both signs communicate the same message: Do not park here. However, only one engages us in an emotional way.
Southwest Airlines is famous for adding humor to their in-flight messages (I’ve included a few here to the right). Are these messages a bit irreverent? Yes. But most travelers seem to enjoy a bit of humor added to otherwise routine messages.
What’s noteworthy in both of these cases is that the message is clearly communicated—it’s never obscured by the humor. But, the language is much more natural and human (and something we’ll remember later).
In the event of a sudden loss ...