9 minute read
Of Our Time
FOCUS ON…HUMOUR OF OUR TIMES
A light in the dark
With the various ongoing crises over the past couple of years leaving people desperate for a laugh, humour publishers have to keep a weather eye on everything from the often-bleak news, and social media trends, to the latest niche BBC3 comedy in their quest for the latest and most up-to-the-minute giggles. And the quintessentially British take that sees Emotional Rescue rush out designs like its Jam & Toast comment on events in Ukraine keeps those classics coming, as publishers discuss here.
Humour never goes out of fashion but the subjects of those laughs change like the wind so publishers really need to keep their design pencils sharp, particularly with all the doom and gloom around at the moment.
Rosie Tate, of Cath Tate Cards, concurs as they’re finding humour is a category that’s expanding in the bigger chains, and she’s impressed with the comedians who came to prominence via social media during Covid.
She explained: “I love Alistair Green, Munya Chawawa, Harry Trevaldwyn and others who can create whole characters, scenes and satirical skits just with their phone in their front room. The advantage being that they can churn out topical comedy so quickly. Very clever and very funny – definitely saved me during the lockdowns!
Being in the moment has struck a chord with Brainbox Candy co-founder Ben Hickman, who said: “It’s been hilarious seeing the creativity in people during the pandemic and turning such a negative thing on its head.
“There’s been some very funny memes and video sketches and, alongside this, there’s some stand-out comedians doing some very innovative stuff such as Joe Wilkinson, Sara Pascoe, and James Acaster, and podcasts like Athletico Mince and Gossip Mongers are hysterical.
“This year started off pretty shabby with all the doom and gloom with you know what but, as always, British humour seems to shine a light out of the shadows.”
Laura Kavanagh, founder of Go La La!, finds the humour card market the most diverse as the public’s tolerance for what makes them laugh is so varied, which can make it tricky for shops to pitch their offer.
But she added: “It’s always interesting to see what the public buy on online platforms from our ranges – it’s often quite different from those that the shops are selecting. Some of our top sellers sold D2C are the most rude ones!
“As a humour publisher it’s difficult to
conjure the witty captions when there’s so much anxiety about the world. My partner John and I have had a tough time personally as we’ve lost three parents between us in the past 3½ years, and I think our humour has become quite dark and skewed at times. We recently
Above: Topical comedy – a Jam & Toast design from Emotional Rescue.
Above: Above: Dark times – new range from Go La La!
James Mace, The Art File
Above: One of the many of the time creations from Rosie Made a Thing.
brought out a range called Dark Matters which definitely reflects that.”
Keeping spirits up is key for Bewilderbeest’s Ian Hamilton who has noticed the past couple of years have seen people looking for any kind of pickme-up for themselves and each other, with humour cards fitting the bill.
And Bold & Bright’s Thea Musselwhite concurred: “Humour cards in general have changed a lot over the years. I actually think more and more people enjoy sending a cheeky card these days. There’s a lot of doom and gloom we all have to hear about, so there’s nothing better than giving people a laugh.”
Rosie Made A Thing’s founder and creative maestro Rosie Harrison said: “What’s making me laugh now? These energy cost increases are a hoot. But seriously, us Brits are very good at finding humour in some dark places and there’s no shortage of subject matter at the moment."
With a business name like the Comedy Card Company, co-founder Alan Auld definitely believes that, if you are going to send someone a greeting card, it should at least try to make them smile.
He added: “Humour is very important as it helps us cope with many aspects of life, whether it's the stress of work, the awful global news, or simply the depressing thought of getting older! We have found a slight shift away from cards at the ruder end of the spectrum. Certainly, those cards with bad language need to be genuinely funny with it.
“There were lots of humorous cards about lockdown that really cheered people up during the pandemic and in 2022 we’re already seeing topical humour about Putin and the energy crisis. Anything that makes us laugh a little in dark times can only be a good thing – it’s cheaper than therapy!”
For Dandelion Stationery’s Jo Wilson, you just can’t beat a good humour card, as she explained: “The ability to make someone smile or laugh out loud is absolutely the best medicine for most situations. I’m still seeing a lot of Covidrelated humour, I guess it’s to be expected in the aftermath of a pandemic! Alcohol (in particular gin) related humour also seems very topical.”
With a recent WGSN report showing laughing emojis feature in the top 10 most-used ones online, it showcases how humour is one of the main sentiments expressed in the digital world. Danilo is reflecting this trend with its Joy Pixels range, using a range of humour emojis to create a vibrant card collection.
The licensed card specialist expects this synergy between the digital world and humour cards to continue to grow –it has incorporated gaming already with Xbox-related captions such as “I’d pause my game for you”, and is anticipating trends and captions coming through based on social media slang language and memes, plus TikTok. Danilo managing director Daniel Prince added: “Humour around parenting remains a popular choice for cards, and designs such our Brightside Mother’s Day ‘Permission to go to the toilet alone* (*valid for one day only)’ and ‘To my favourite parent (don’t tell dad)’ have seen a positive response from customers.”
Sarah Boddy, who is the illustrator behind Peartree Heybridge ranges including Creeping Thyme and Camilla
& Rose, is convinced of the vital importance of humour. She said: “Everybody needs a giggle now and then, especially with everything that’s gone on in the last couple of years. It’s good to look at the lighter side of life and laugh at ourselves.
“Although lockdown was terrible, it was incredible how people filled their
“My favourite-ever comedian is Brendon Burns (pictured). I first saw him in 1998 and, most recently, he came and did an intimate gig which we hosted for friends in a local café.
He is irreverent and very sweary! And my favourite alltime comedy show has to be Schitts
Creek – such a fabulous cast, amazing characters and just the most wondrous comedy. It really was one of a kind. I miss it!”
Laura Kavanagh, Go La La!
“I think TV shows like Friday
Night Dinner and Derry Girls (pictured) combine a perfect mix of comedy and drama and are extremely bingeable.”
Daniel Prince, Danilo Above: Digital inspiration – Danilo’s Daniel Prince
Above: United front – Sarah Boddy.
time making short, extremely-funny gifs to make other people laugh. It really showed a united front and kept people spirits up.
“Cards came into their own during this time as it was a great way to keep in touch and let loved ones know that you care, and humour again wins the day – sending a smile and a giggle through the post, what’s not to like?
“Humour has definitely changed in the last few years. There are less filters so to speak! I think there are a lot more cards that are sarcastic and rude without meaning to offend.”
Funny cards will always have a place in the British public’s heart for The Art File’s James Mace, who explained: “A lot of our culture and history has been built on humour especially the self-deprecating kind, the written word, and a good old pun or turn of phrase. All of these aspects mix together to create the perfect recipe for greeting card that will make you giggle.
“That being said, original humour on cards is hard to come by these days, but always makes both the sender and the recipient smile!”
From the home of Giggles, one of the longest-running humorous greeting card ranges, UK Greetings’ editorial manager humour and character studio Mark Graham, summed up: “Humour cards are going from strength to strength and there is so much choice available for consumers in a market which just gets more and more competitive. From perennial classics which stand the test of time like UKG’s Giggles brand to contemporary humour like our Text From Toilet there really is something for everyone these days.
“Everyone’s talking about the rising cost of living and energy bills in 2022, so humour references to saving money are likely to be popular, and the
World Cup in Qatar is coming up at the end of the year so we expect to see plenty of football humour on the shelves as part of the build-up.”
A relative newbie on dissecting the nature of British humour and where it is likely to go is
The Grey Earl’s Jon Bishop. “We Brits are not renowned for our wild abandonment and expressive ways,” he said, “but we are exceptional at taking the piss so, having a card which can nudge the recipient towards the idea of what we're getting at, via the means of a gag feels like a fitting way to do it. “The beauty of the humour market is that there are no boundaries, everyone has a sense of humour and it is tickled by whatever tickling device does the job – a metaphorical tickling device I might add, unless it's one of those fancy plush cards with extra bits glued onto the front. So there really is something for everyone and, right now, we need all the laughs we can get.”
“My favourite TV show of recent times is Mortimer & Whitehouse
Gone Fishing. Bob Mortimer and Paul Whitehouse are two of my favourite comedians and the programme is a wonderful blend of their humour and friendship, poignant discussions about mortality and the backdrop of beautiful riverside scenery.”
Mark Graham, UK Greetings
Above and right: So much choice –UKG’s designs.
“I have always loved Ab Fab (pictured) – never get tired of watching Jennifer Saunders and Joanna Lumley –
but I also like Miranda Hart and Dawn French. I also love America’s Grace and Frankie. It’s a bit nuts but I just adore Frankie…my kids think I’m gradually turning into her!”
Sarah Boddy, artist, Peartree Heybridge
