Research On The Redesign Method Of Intangible Cultural And Creative Products Based On Narrative Theory

China’s cultural and creative industry is in a period of both opportunities and challenges.The development of cultural and creative product design has been paid more and more attention,but the specific methods of cultural and creative product narrative design need to be further studied.In order to solve the problems in China’s intangible cultural and creative market,such as the accumulation of cultural symbols,the lack of delicate design expression and the ambiguity of narrative design methods,the theoretical methods of narrative design are deeply studied to guide the design of intangible cultural and creative products.This paper analyzes the intangible cultural heritage from the perspective of design,summarizes the extraction methods,and analyzes the design elements of intangible cultural and creative products.Classify narrative themes and intangible cultural and creative products,select relatively appropriate narrative entry points from cultural elements,and construct a narrative story framework that includes people,objects and environment.Then combined with the design case analysis of narrative perspective,narrative structure,narrative hierarchy theory,from a variety of perspectives to explore the setting of the story,according to the Barclay model to establish a narrative constraint equation as a method of complex plot narrative.Product story,narrative hierarchy,narrative constraint equation and so on together constitute the universally applicable method of narrative text setting.The transformation method from narrative text to product design language is studied,and the product static narrative and dynamic narrative are analyzed in detail.According to narrative process,narrative factors and narrative levels,the narrative model of intangible creative products is constructed.Analyze the design requirements and consumer types of intangible cultural and creative products,and finally carry out the design practice of intangible cultural and creative products in Yu County.Users’ experience of cultural and creative products under different narrative methods is compared to verify the application value of theoretical methods.The research found that different types of intangible cultural and creative products use different narrative design methods,which can meet the diverse emotional needs of consumers and make consumers have a better sense of product experience.The product narrative model makes the method of narrative design specific and clear,and helps to improve the design level.It is feasible and enlightening to be used to guide the design of intangible cultural and creative products.