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

摘要： 文创产品作为媒介在红色文化传播过程中起到重要作用，对产品叙事体验的关注也日益重要。以皖南红色文化元素为研究对象，通过大量的文献和具体的设计实践，探讨叙事设计融入红色文创产品的可行性和必要性，提出皖南红色文创产品叙事设计模型。从设定叙事主题、优选形式要素、设置叙述情境三个角度出发，总结皖南红色文创产品的设计思路，即紧扣皖南文化特色、巧用形式叙述故事、定位人群设置情境。叙事设计方法使皖南红色文创产品在市场竞争中具备更加独特的文化特色和市场优势，是促进皖南红色文化传承和发展的有效途径。

关键词: 叙事设计；皖南红色文化；红色文创产品