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Applied humour in creative product design

Hatcher, Gillian and Ion, William and MacLachlan, Ross and Wodehouse, Andrew and Simpson, Barbara and Marlow, Marion (2018) Applied humour in creative product design. In: Creativity and Humour. Explorations in Creativity Research . Elsevier, London. ISBN 9780128138021

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Abstract

Creativity is often cited as one of the greatest assets a company can have in the development of innovative and competitive products and services; but fostering and leveraging team creativity is also one of the greatest challenges. There has been an increasing demand for industry to be more innovative in their approach (Cox, 2005), and particularly for design-led organisations to ‘step beyond their comfort zone, embrace new possibilities, and adopt new ways of thinking’ (Inn ovate UK, 2015). Given that designers are expected to work together creatively to generate ideas that meet customer needs in novel, useful and delightful ways, research interest has emerged in creativity within design teams, and in finding new ways to approach design problems that challenge perspectives and extend the solution space (John S Gero, 2011). Our research set out to explore how specific elements of ‘constructs’ of humour may be applied to the early phase of the product and engineering design process — when divergent idea generation is valued — with a view to enhancing creativity and enabling design teams to access an expanded range of possible solutions (Figure 1).