Unconscious Design Method of Haipai Cultural Tourism Souvenirs Based on Extensional Narrative Theory

Haipai culture is unique to Shanghai and holds significant cultural value. Tourism souvenirs,as a key value-added industry in tourism, naturally serve as carriers for conveying local cultural essence and play a crucial role in promoting and disseminating Haipai culture. To address the current issues of severe homogenization, lack of depth, and insufficient emotional resonance in Shanghai tourism souvenirs, this paper explores an unconscious design approach for these souvenirs based on Extenics and narrative theory. Firstly, the KANO model is utilized to filter and categorize target user needs, obtaining their priority. Secondly, a cultural and creative product narrative design model constructed using Extenics innovation methods is employed to diagram the narrative framework of Haipai culture.Finally, through three unconscious design pathways, the narrative elements of Haipai culture and the user needs for tourism souvenirs are linked, resulting in the formulation of design strategies for Shanghai tourism souvenirs.The site of the First National Congress of the CPC, a landmark in Haipai culture, is used to validate the feasibility and rationality of these design strategies through the reproduction of its related elements in tourism souvenir design practice. This method provides a feasible path for both the internal excavation and external manifestation of Haipai cultural connotations and offers new ideas for showcasing Chinese cultural characteristics in the field of tourism souvenir design in the future.