Emotional Design in the Design Research of the "Natural 
Creations" Cultural and Creative Brand

Shaohua Yuan

doi:10.70711/rcha.v3i8.7954

Emotional Design in the Design Research of the "Natural Creations" Cultural and Creative Brand

Shaohua Yuan

Abstract

This paper argues that in the context of modernization, the preservation and transmission of intangible cultural heritage (ICH) can
be integrated with cultural and creative products. When incorporating ICH into the design of cultural and creative products, it is essential to
emphasize the manifestation of the instinctive, behavioral, and reflective layers within emotional design. Taking the "Natural Creations" brand
as a case study, this research examines and analyzes its cultural and creative products from the perspective of emotional design.

Keywords

Intangible Cultural Heritage; Cultural and Creative Products; Emotional Design; Formal Aesthetics

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DOI: http://dx.doi.org/10.70711/rcha.v3i8.7954

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