目的 结合情感化设计理念，探究以Z世代情感化需求为导向的文创产品设计新思路。方法 首先，通过对Z世代文创产品的现状分析表明融入情感化设计的必要性，其次，利用深度访谈法、焦点小组法和问卷调查法的方式从文创产品的表象层、内核层来分析Z世代消费者的情感化需求，最终构建出基于Z世代情感化需求的文创产品设计策略，并结合赵王城遗址公园进行设计实践，验证该策略的可行性。结论 该策略将情感化设计理念运用于Z世代文创产品之中，提出在印象层需要注重图案创意和时尚风格因素的升级;在交互层需要注重实用性、互动性、叙事性和游戏化因素的升级;在共振层需要注重文化性因素的升级。对为未来的Z世代文创产品设计具有重要的参考意义。

The work aims to explore new ideas of cultural and creative product design guided by the emotional needs of Generation Z based on the emotional design concept. Firstly, through analyzing the status quo of cultural and creative products of generation Z, the necessity of emotional design was demonstrated. Secondly, depth interview, focus group and questionnaire investigation were conducted to analyze the emotional needs of generation Z consumers from the appearance layer and kernel layer of cultural and creative products. Finally a design strategy of cultural and creative products based on the emotional needs of generation Z was built. Combined with the design practice of the Zhaowangcheng Heritage Park, the feasibility of the strategy was verified. In conclusion, the strategy applies the concept of emotional design to cultural and creative products of generation Z, and proposes to pay attention to the upgrading of pattern creativity and fashion style factors at the appearance level. In the planting layer, attention should be paid to the upgrading of practicality, interactivity, narrative and gamification factors. It is necessary to pay attention to the upgrade of cultural factors in the resonance layer. It has important reference significance for the future design of cultural and creative products of generation Z.