An Exploration And Analysis Of Cultural And Creative Product Design Based On Narrative Thinking

With the rapid development of social economy and science and technology,consumers’ demand for products has gradually evolved from the functional satisfaction at the material level to the resonance and appreciation of product image at the spiritual level.Moreover,cultural and creative products have also gradually shifted from the original visual experience focusing on traditional cultural aesthetics to the "readability" direction with humanistic feelings and experience.In the middle of the 20th century,the research focus of western discourse studies changed from traditional narrative texts to narrative discourse,which studied the reading experience and interactive orientation relations between works and readers and narrators and authors.As a result,post-classical narratology entered the category of western literature and art research.At the same time,the phenomenon that the semantic communication of products was weakened due to aphasia of product modelling has enabled narrative to be more widely recognized as a tool for conveying emotions and expressing ideas.The dialogue function that products possess from the perceptual sense has gradually become the focus of consumers.Therefore,the introduction of narrative into the field of cultural and creative product design can effectively enhance the output of cultural value of products.At the same time,narrative is not only an episodic,thematized,or serialized expression form,but also a thinking method for perfecting design.The application of narrative design can build up the communication link between people and products.In the design process,designers place themselves in dialogues with consumers in the context of usage scenarios,environment,habits,and sentiments.In addition,through exploring the deep psychological needs of users,designers will propose targeted opinions on revision to make the elements such as purposes,scenarios,and reasons in the design process become the exclusive story of the design object,thus enabling the product story to be transformed into a cultural commodity with the same value as the product itself.With narrative design as an entry point,this thesis introduces the thinking method of narrative design into the field of cultural and creative product design.What’s more,in combination with the theory of narratology and related literature,it discusses the integrating point and interactions between the cultural and creative product design and the narrative theory,and clarifies the cultural connotation of narrative design in the product area,which is used as the starting point and basis for argumentation.The thesis illustrates the ontology construction of the narrative system of cultural and creative products through three stages in the narratology system including time extension,story themes,and plot constitution.It explores and summarizes design thoughts and methods of cultural and creative products based on narrative design.Meanwhile,the thesis proposes that thinking can be conducted from three directions including narrative literariness based on cultural background,narrative functionality based on the context of the times,and narrative interaction based on feelings and experience.It assists and demonstrates its views through design practices and conducts practical illustration through the cultural and creative product design of Anshun Huangguoshu Waterfalls.In the end,the thesis raises and reveals that the goal is to enhance the commemorative value and connotation of the product,allow people to understand more interesting product stories through the product,and improve the development chain of cultural and creative products through narrative design methods.