Using Narrative Communication as a Tool for Cultural Products Planning: Conceptual, Theoretical and Model Building


  • Wei-Chen Chang Industrial Design Department of Chang Gung University 259 Wen-Hwa 1st Road, Kwei-Shan Tao-Yuan


design communication, cultural product development, story, design planning


This study aims to provide a thinking model for design to understand all of the factors that affect cultural product planning. The development of cultural products is different from industrial products. Nevertheless, in the past product evolution process, how to select and interpret the traditional cultural characteristics with modern product originality, and further meld this into modern products to promote artistic conception at the spiritual level is a problem that is worthy of exploration. This study focuses on design communication using the Delphi technique to discuss communications in cultural product planning. It is suggested that design communication factors be taken into account when implementing activities concerning story. This study recommends three points for better cultural product development design communication. The designer should first review and explore what is the “awakening concept†of the cultural story.  Second, “introspection†into the meaning should be explored. Third, design communication planning should be integrated in an attempt to reach “emotional resonance†for five senses experience and empathy.


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How to Cite

Chang, W.-C. (2013). Using Narrative Communication as a Tool for Cultural Products Planning: Conceptual, Theoretical and Model Building. Asian Journal of Business and Management, 1(5). Retrieved from