Design of Red Cultural and Creative Products from the Integration of Narrative and Empathy

MA Jihong; KUANG Liangfeng; LI Xiuduo; LUO Rong

doi:10.19554/j.cnki.1001-3563.2026.16.036

PDF(624 KB)

Packaging Engineering ›› 2026, Vol. 47 ›› Issue (16) : 412-419. DOI: 10.19554/j.cnki.1001-3563.2026.16.036

Design Discussion

Design of Red Cultural and Creative Products from the Integration of Narrative and Empathy

MA Jihong¹, KUANG Liangfeng², LI Xiuduo^3,*, LUO Rong¹

Author information +

History +

Abstract

Red cultural and creative products must effectively integrate the social value of "red culture" with the market value of "user needs". The work aims to explore a design pathway for integrating narrative and empathy into cultural and creative products from the perspective of their fusion, in order to enhance users' emotional identification with red culture and promote its effective dissemination and development. Firstly, through literature research, the limitations of current red cultural and creative design studies were clarified, and a design method integrating "narrative" and "empathy" was established. Next, from the perspectives of narrative design (theme, content, method, purpose) and empathetic design (cognitive, emotional, behavioral), the process and dual value orientation of red cultural and creative product design were analyzed, leading to the construction of a design strategy and model deeply integrating narrative and empathy. Finally, the application pathway of this model was elaborated through the analysis of typical cases. The design integrating red narrative and user empathy involved determining the narrative theme based on user cognition, the narrative content based on user emotions, and the narrative method based on user behavior, thereby encouraging users to consciously inherit red culture and achieve the narrative purpose. The integration of narrative and empathy provides a new perspective for the design of red cultural and creative products. This model helps enhance the appeal and emotional impact of the products, and improves the dissemination and social recognition of red culture, thereby achieving the unity of social value and market value, and promoting the inheritance, innovation, and development of red culture.

Key words

narrative / empathy / red cultural and creative products / design

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

MA Jihong, KUANG Liangfeng, LI Xiuduo, LUO Rong. Design of Red Cultural and Creative Products from the Integration of Narrative and Empathy[J]. Packaging Engineering. 2026, 47(16): 412-419 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.036

References

[1] 中共中央关于制定国民经济和社会发展第十五个五年规划的建议[M]中共中央关于制定国民经济和社会发展第十五个五年规划的建议[M]. 北京: 人民出版社, 2025.
Proposal of the Central Committee of the Communist Party of China for formulating the 15th Five-Year Plan for National Economic and Social Development[M] the 15th Five-Year Plan for National Economic and Social Development[M]. Beijing: People's Publishing House.
[2] 文化和旅游部.关于印发《关于进一步推动文化文物单位文化创意产品开发的若干措施》的通知(文旅资源发〔2021〕85号)[EB/OL]. (2021-08-17)[2025-06-29]. https://www.gov.cn/zhengce/zhengceku/2021-08/31/content_5634552.htm
Ministry of Culture and Tourism of the People's Republic of China.(2021).Notice on Issuing the "Several Measures for Further Promoting the Development of Cultural and Creative Products by Cultural and Heritage Institutions" (No. WLRZYF [2021] 85) [EB/OL].(2021-08-17) [Retrieved June 29, 2025].
[3] 侯可新. 红色文化元素融入产品设计的路径研究[J]. 包装工程, 2020, 41(8): 323-326.
HOU K X.Research on the Path of Integrating Red Cultural Elements into Product Design[J]. Packaging Engineering, 2020, 41(8): 323-326.
[4] 侯佳, 胡昊琪等. 在地实践语境下的上海红色文创产品情感化设计探析[J]. 包装工程, 2022, 43(4): 376-382.
HOU J, HU H Q, et al.Analysis of Emotional Design of Shanghai Red Cultural and Creative Products in the Context of Local Practice[J]. Packaging Engineering, 2022, 43(4): 376-382.
[5] 姜夏旺等. 基于叙事设计的红色文化博物馆研学文创产品设计研究[J]. 家具与室内装饰, 2024, 31(7): 118-121.
JIANG X W, et al.Research on the design of educational experience-oriented cultural and creative products for Red-themed cultural museums based on narrative design[J]. Furniture & Interior Design, 2024, 31(07): 118-121.
[6] 吴卫等. 湖湘红色文创产品设计中叙事设计的方法与实践[J]. 装饰, 2021, 341(9): 42-45.
WU W, et al.Methods and Practice of Narrative Design in Hunan Red Cultural Creative Product Design[J]. Zhuangshi, 2021, 341(9): 42-45.
[7] 郑皓华, 齐瑞文. 基于叙事设计的办公产品情趣化设计研究[J]. 包装工程, 2014, 35(20): 118-121, 130.
ZHENG H H, QI R W.Emotional Design of Office Products Based on Narrative Design[J]. Packaging Engineering, 2014, 35(20): 118-121, 130.
[8] 苏淼等. 基于移情设计理论的长沙窑陶瓷食品包装容器设计研究[J]. 家具与室内装饰, 2023, 30(9): 90-95.
SU M, et al.Research on ceramic food packaging container design of Changsha kiln based on empathy design theory[J]. Furniture & Interior Design, 2023, 30(9): 90-95.
[9] 张祖耀等. 基于移情到共情的博物馆文创产品设计[J]. 包装工程, 2022, 43(8): 297-303.
ZHANG Z Y, et al.Museum cultural and creative product design based on empathy to compassion[J]. Packaging Engineering, 2022, 43(8): 297-303.
[10] 新华社. 关于实施革命文物保护利用工程(2018—2022年)的意见[EB/OL]. (2018-07-29)[2025-10-1].
Xinhua News Agency. (2018-07-29). Opinions on Implementing the Project for the Protection and Utilization of Revolutionary Cultural Relics (2018-2022) [EB/OL]. [Retrieved October 1, 2025].
[11] 汪正龙. 跨学科叙事学研究: 问题与争论[J]. 文艺论坛, 2024, (5): 31-38.
WANG Z L. (2024). Interdisciplinary Narratology Studies: Issues and Debates. Literature and Art Forum, (5), 31-38.
[12] 孙大东, 岳冰莹. 移情和共情融合视角下红色档案文创产品开发效能提升研究[J]. 浙江档案, 2025, 12(4): 17-20.
SUN D D, YUE B Y. Research on the Improvement of the Development Efficiency of Cultural and Creative Products of Red Archives from the Perspective of the Integration of Empathy and Sympathy[J]. Zhejiang Archives, 2025, Issue 03.
[13] 屠曙光. 设计的叙事——论后现代设计中的非物质设计[J]. 新美术, 2008, 29(5): 99.
TU S G.The Narration of Design: Research on the Immaterial Design in the Post Modern Design[J]. New Fine Arts, 2008, 29(5): 99.
[14] 王天昊. 符号叙事原理: 认知、逻辑与语用[J]. 求是学刊. 2025, 52(3): 177-186.
WANG T H.Principles of symbolic narration: Cognition, logic and pragmatics[J]. Seeking Truth, 2025, 52(3): 177-186.
[15] 狄野. 视觉叙事中的图像建构与传播[J]. 装饰, 2015, 262(2): 130-131.
DI Y.Image Construction and Communication in Visual Narrative[J]. Decoration, 2015, 2025, 52(3): 177-186.
[16] 王海亚. 基于体验层次的文创产品叙事设计研究[J]. 包装工程2020, 41(16): 330-335.
WANG H Y.Narrative Design Research of Cultural and Creative Products Based on Experience Level[J]. Packaging Engineering, 2020, 2020, 41(16): 330-335.
[17] 新华社. 习近平谈文创产业: 守正创新, 坚持正确导向[EB/OL]. (2020-09-18)[2025-04-05]. http://www.qstheory.cn/yaowen/2020-09/18/c_1126509589.htm.
[18] 赵军魁. 历史虚无主义的表征、根源及防范化解研究[J]. 新疆师范大学学报(哲学社会科学版). 2025, 46(2): 152-158.
ZHAO J K.Research on the Representation, Root Causes, and Prevention and Resolution of Historical Nihilism[J]. Journal of Xinjiang Normal University (Philosophy and Social Sciences Edition), 2025, 46(2): 152-158.
[19] 金春. 马克思关于人的精神需求理论与社会主义和谐社会的构建[J]. 求实, 2007,(4): 8-11.
JIN C.Marx's Theory of Human Spiritual Needs and the Construction of a Socialist Harmonious Society[J]. Truth Seeking, 2007(4): 8-11.
[20] 张超, 尹香华. 文创设计助力红色文化传承[N]. 光明日报, 2021-11-07(11).
ZHANG C, YIN X H. Cultural and Creative Design Aids the Inheritance of Red Culture[N]. Guangming Daily, 2021-11-07(11).
[21] 陈瑶. 经济日报携手京东发布数据: 红色文创前景广阔[N]. 经济日报, 2022-07-02(9).
CHEN Y. Economic Daily and JD. com Jointly Release Data: Promising Prospects for Red Cultural and Creative Products [N]. Economic Daily, 2022-07-02(9).
[22] 中共中央宣传部. 习近平文化思想学习纲要[M]. 北京: 学习出版社: 人民出版社, 2024.
Publicity Department of the CPC Central Committee. Outline of Xi Jinping Thought on Culture[M]. Beijing: Study Press; People's Publishing House, 2024.
[23] 习近平. 习近平谈治国理政. 第五卷[M]. 北京: 外文出版社, 2025.
XI J P: The Governance of China (Volume V)[M]. Beijing: Foreign Languages Press, 2025.
[24] 杭敏, 黄培智. 文创何以“出圈”: 论传统文化的物质性转化与价值性延展[J]. 新闻与写作, 2024(2): 025-033.
HANG M, HUANG P Z.How Can Cultural and Creative Works "Go Viral": On the Material Transformation and Value Extension of Traditional Culture[J]. Journalism & Writing, 2024(2): 25-33.