Two experiments investigated the effects of humor on memory for non-sensical pictures. Each picture was given three labels that differed in the degree of humor: high, low, and no humor labels. In Experiment 1, the humor of the picture labels was manipulated between participants. Participants were shown 30 pictures for 10 s each and were asked to rate the degree of humor of each picture. After the rating task, participants were asked to draw the pictures in an unexpected memory test. Performance in the memory test was best in the high humor label group, followed by the low and the no humor label groups. In Experiment 2, intention to learn (incidental versus intentional encoding tasks) as well as humor label was manipulated between the participants. In the incidental learning condition, the high humor group performed better than the low humor group, but in the intentional learning condition, there was no humor effect. The effects of humor on picture memory were discussed in terms of appraisal processing within a distinctiveness framework. (C) 2009 Elsevier B.V. All rights reserved.