关键词: 叙事设计；皖南红色文化；红色文创产品

Abstract: As a medium， creative products play an important role in the process of red culture dissemination， therefore， it is increasingly important to pay attention to the narrative experience of the products. Taking the red cultural elements of southern Anhui as the research object， we explore the feasibility and necessity of integrating narrative design into red cultural and creative products through a large amount of literature research and specific design practice， and propose a narrative design model for southern Anhui red cultural and creative products. From three perspectives of setting narrative themes， selecting formal elements and setting narrative contexts， the design ideas of southern Anhui red cultural and creative products are summarized， i.e. keeping in mind the cultural characteristics of southern Anhui， narrating with forms and setting contexts with character positioning. The narrative design method can make the South Anhui red cultural and creative products have more unique cultural characteristics and market advantages in the market competition， and is an effective way to promote the inheritance and development of South Anhui red culture.

Key words: narrative design； red culture in southern Anhui； red cultural and creative products