Exploring humorous design techniques in product through incongruity-resolution theory

The incongruity-resolution model plays a key role in the cognitive mechanisms of perceived humour. This study employed the incongruity-resolution model to discuss humorous design techniques to help design novices and students understand the influence of various humorous design techniques on perceived humour. First, 260 humorous products currently on the market were randomly collected. Subsequently, two focus group interviews were conducted, in which 10 postgraduate students from various majors and 6 design postgraduate students compiled, categorized, and discussed techniques to design humorous products. Next, questionnaires were distributed and 336 valid responses of young adults were obtained. The results revealed that humorous design techniques can be assigned into the following categories: implication, scenario, causality, displacement, opposite meaning, unrelatedness, exaggeration, and optical illusion. Furthermore, resolution plays a mediating role in the relationship between incongruity and perceived humour in humorous products; incongruity has no direct explanatory power for perceived humour and can only exert humorous effects through resolution. Finally, the findings of this research regarding humorous design techniques and perceived humour are discussed. The results and measurement tools provide guidance for novices in and students of design to create humorous products and offer practical strategies to enhance perceived humour in their products.