Abstract
In addition to playing an important role in social bonds and group dynamics, humor has a long association with creativity and creative thinking. This study attempts to utilize this relationship in the context of design by enhancing brainstorming with the use of humor. The theories of Incongruity, Superiority, and Relief are central in the creation of humor. This research hypothesizes that these can be applied to enhance creative performance in brainstorming by (1) inducing a humorous atmosphere through stimuli and (2) applying jocular structure to the brainstorming process itself. A study of three brainstorming methods (classical, silent structured, and video-enhanced) was undertaken, the results analyzed using the Torrance Test of Creative Thinking, and possible influences of humor on levels of creativity evaluated. The results in this indicated that using a humorous stimulus did not have a positive effect, although there remains a strong case in the literature for further investigation. Structuring the brainstorming session did increase fluency and originality, and a number of insights for creative team formation and working are outlined.
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