Journal: Advanced Management Science (AMS)
Author: Chang Su, Zishuo Zhu

This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited


This paper discusses the design elements and methods of cultural and creative products based on shadow play elements, so as to provide reference for other cultural and creative product designs and promote the re-integration of intangible cultural heritage into life. Applying AHP analysis method to transform and construct related shadow play elements. The structure model of shadow play is established, and the strategy model of shadow play element application is quantified by AHP. This paper analyzes the characteristics of shadow play elements such as color application, costume modeling and carving technology, and analyzes the visual elements suitable for cultural and creative design. Using contrast color design to break its traditional sense of boundaries and broaden its application. The shadow play element is applied to the product to make it interact with people and increase the interest and interactivity of the product. Based on the design strategy of non-legacy creative products by AHP, this paper analyzes which aspects of applying non-legacy creative products are more suitable for creative products, so that creative products can not only convey cultural connotation, but also meet the real needs of users. This interactive product makes people know more about and love the shadow play culture, so as to promote and popularize the traditional culture of China. Shadow play elements are applied to re-create it and endow it with products, which can be presented in the contemporary cultural environment with a brand-new appearance, meet people’s spiritual and cultural needs, and provide survival and development space for the integration of intangible cultural heritage and cultural and creative industries.


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