Application Of Narrative Design In Yangjiang Kite Cultural And Creative Product Design

In recent years,with the acceleration of urbanization and the impact of industrial civilization,the development of Yangjiang kites has gradually declined.The atmosphere of making and flying paper kites by Yangjiang people,which used to be extremely strong,has been weakening.Yangjiang kites are gradually fading out of the sight of young people.Many original kite makers have mostly chosen to leave the industry.And in the streets of Yangjiang today,the scene of kite dancing is also rare,Yangjiang kites are now facing the dilemma of losing their manufacturing skills and no one inherits them.The grim facts tell us that if we do not strengthen the protection of Yangjiang Kite Intangible Cultural Heritage,we are likely to face cultural amnesia,resulting in loss of history and culture.At present,there are also many problems in the design of cultural and creative products in China.Many cultural and creative products only seek visual effects and the concept of "integration" in the design,resulting in many products being presented in a piecemeal way.Traditional and mediocre cultural and creative products in the past can no longer meet people’s consumption needs.Products that can better reflect traditional cultural characteristics,cover local cultural heritage,and better convey the cultural connotation of characteristics are increasingly becoming the first choice of consumers.The introduction of narrative design can inject emotion into Yangjiang kite cultural and creative products and appeal to cultural stories,which can better attract consumers to buy and also provide assistance for the development of China’s cultural and creative industry.This paper is mainly divided into four parts.The first part mainly studies and discusses the development of Yangjiang kites,the current situation of cultural and creative products,and narrative design,and expounds the purpose and significance of introducing narrative concepts to the cultural and creative design of Yangjiang kites.By studying and analyzing the theories and cases of cultural and creative products and narrative design at home and abroad,we can provide clear ideas and directions for the following research;The second part takes the narrative design theory and the current situation and significance of the combination of narrative design and cultural and creative products as the main research content.Through the summary of the development status of cultural and creative products,the feasibility and significance of introducing narrative theory into the field of cultural and creative design are analyzed,and the narrative design characteristics of cultural and creative products are summarized;The third part makes a detailed understanding of the origin and development of Yangjiang kites,local folk customs and culture,Yangjiang kites’ technological characteristics and artistic characteristics.On this basis,it classifies Yangjiang kites’ cultural content,explores the extraction methods of Yangjiang kites’ narrative themes,and then changes the design language of the narrative themes,and summarizes the narrative design process of Yangjiang kites’ cultural and creative products,mainly including: extraction of cultural elements,Narrative theme extraction,narrative plot setting,narrative carrier setting;The fourth part uses the narrative design concept to carry out the innovative design of Yangjiang kite cultural and creative products.Through the investigation and analysis of the market and consumer groups,it makes the design positioning for Yangjiang kite cultural and creative products,extracts and analyzes the cultural elements and narrative themes that are most suitable for Yangjiang kite,and creates a profound and moving narrative plot for Yangjiang kite cultural and creative products.Then the narrative plot will be transformed into a graphic language to create the "IP" image of Yangjiang kite design culture,closely surrounding the narrative scene with strong cultural atmosphere of Yangjiang kite design,and finally applied to the narrative carrier of telling the story of Yangjiang kite culture.The Yangjiang kite culture story will be conveyed to more people through new forms of expression.