Based on the countersignaling theory, this paper investigates how absurdist-style product design affects consumer brand preference through six experiments. Experiment 1 provides preliminary physiological evidence for the main effect using eye-tracking technology. Experiment 2 confirms Hypothesis 1, demonstrating that absurdist-style product design enhances brand preference exclusively in luxury brand contexts. Experiment 3 establishes a causal chain model by identifying brand exclusivity as the mediating mechanism. Experiment 4 reinforces this mediation through manipulated perceptions of brand exclusivity. Experiment 5 verifies the independent mediating role of brand exclusivity while controlling for uniqueness levels, consolidating the causal mechanism. Experiment 6 reveals the moderating role of design acumen: High design-acumen individuals exhibit stronger perceptions of brand exclusivity and subsequent preference enhancement from absurdist-style product design, whereas the effect diminishes for low design-acumen consumers. The findings offer practical insights for luxury brands to strategically employ absurdist-style product design in cultivating exclusivity and enhancing brand value. This paper contributes to the literature by elucidating the psychological mechanisms and boundary conditions of unconventional design strategies in luxury marketing.