1. The game is brightly lit (for the most part) and has a generally colorful atmosphere
2. There are relatively few jumpscares or explicitly terrifying scenes, and the ones that do exist are quite tame by conventional horror standards
3. There is very little in-game writing/story beyond the instructions and flavor text
I like all of these things! I feel like #1 is actually pretty common in the horror video game genre with games like Doki Doki Literature Club, Dreaming Mary, Jimmy and the Pulsating Mass, and Rusty Lake (sorta...), even if it's not common in conventional horror. I think it really does work in this game -- you know there's going to be horror and clowns and scary clowns are a well known concept, and part of that concept is it's a brightly lit funfair and kind of a creepy cute, so if that sounds like a good idea to you then you know what you're getting into by clicking on the game page and it's like an advertisement. But, the way this game handled the horror by making you then torture the clowns was still surprising, and really good after it puts you on edge by making you feel like you're the one in danger.
I also really liked how there was little writing or story! I think it's fascinating to be able to tell a story through visual or gameplay elements instead of words, and it really worked in this game's favor by having YOU be the one to torture the clowns. The gameplay really worked with the story very well.