ABSTRACT
To address the issues of subjectivity and bias that designers face in selecting and constructing narrative cultural themes when introducing narrative design methods into the design of handicraft intangible cultural heritage cultural and creative products, a model incorporating quantitative analysis methods into the narrative theme selection process is proposed. First, based on the theory of cultural levels and semiotic structure, a new narrative text structure is developed to enrich the narrative cultural themes of handicraft intangible cultural heritage. Second, a process model for constructing narrative texts of handicraft intangible cultural heritage is established using kansei engineering, factor analysis, and the TOPSIS method, to minimize the impact of subjective factors in the narrative theme selection process. Finally, using the design of Huangmei Cross Flower cultural and creative products as an example, the feasibility of the model is validated. This method model effectively reduces the transmission bias of cultural features in the narrative design process of handicraft intangible cultural heritage, providing a theoretical foundation for further design practice of handicraft intangible cultural heritage products.