Research And Practice Of Narrative Design Of Cultural Creative Products

With the continuous growth of creative economy and the gradual formation of creative industries,cultural creative products as an important part of cultural and creative industries have also developed rapidly.However,an in-depth study of the domestic market shows that cultural and creative products sold on the market place more emphasis on the imitation of appearances or relics of related cultural totems,Ignoring the embodiment of innovation and cultural inner spirit.At present,the level of economic development in our country has been steadily increasing.The concept of consumption of residents in our country has gradually shifted from saving type and practical type to personality type and symbolic type.While pursuing material consumption,people pay more attention to cultural consumption and spiritual consumption.As the most iconic connotation of cultural and creative products,the "cultural" attribute can arouse consumers' spiritual identity and sense of belonging in order to meet their spiritual consumption needs.However,how to make the cultural transformation and application in product design,cultural and creative value-added design to meet people's dual pursuit of material and spiritual,which requires designers to do further study on the design of cultural and creative products.As a kind of "storytelling" design thinking,Narrative design in line with the design of cultural and creative products demand.Based on the narrative design theory and its applied research results in related fields,this article illustrates the enlightenment of narratology on the design of cultural and creative products with examples to find the combination point of cultural and creative product design and narrative design;On this basis,it constructs the narrative design system of cultural and creative products from the aspects of narrative design elements,narrative design methods and narrative design principles.Finally,based on Qinhuai culture,Design practice to verify this design method.The narrative design elements of cultural and creative products and the design methods and principles of cultural and creative products under the guidance of narrative theory provide more ideas for designers in the design and practice of specific cultural and creative products.Applied research in other fields provides a reference.