Research on Product Design of Intangible Cultural Heritage from an Emotional Viewpoint: A Case Study Based on Chinese Shadow Puppet

In recent years, the protection of intangible cultural heritage gradually receives more attention, and the importance of studying Chinese cultures has been shown repeatedly in several studies in design field. This research is focused on the cultural product design of intangible cultural heritage, from an emotional design viewpoint. Firstly, the characteristics of intangible cultural heritage as the source of design are analyzed. Then, according to three design dimensions of visceral, behavioral and reflective put forward by Don Norman, specific methods and design strategies of intangible cultural products are summarized. Finally, take the methods and strategies as basis to carry on the design practice which referring to intangible cultural heritage of Chinese traditional shadow puppet. In the end, the results suggested that the emotional design of intangible cultural heritage needs to embody the aesthetic in appearance, interaction in behavior, the experience in reflective level, and put the three different aspects work well with one another in a product design.