A Three-Level Analysis of Emotional Design in Jinnan folk Cloth Art: A Study Based on Youth Groups

This research applies the Three-Level Theory of Emotional Design to investigate Jinnan folk cloth art (JFCA). Through in-depth interviews with youth groups, artisans, and emotional design experts, the study explores youth’s emotional experiences and cultural identity mechanisms toward traditional cloth art. Findings reveal: At the visceral level, visual impact and novel shapes strongly trigger initial emotional responses among youth, yet deep interpretation of cultural symbols remains weak. At the behavioral level, youth prefer products like tiger-head shoes and scented sachets for personal accessories or gifts, demonstrating a fusion preference for "traditional elements + modern aesthetics." At the reflective level, youth’s understanding of cultural symbolism and emotional connotations in cloth art relies heavily on authoritative interpretations by artisans and experts, revealing a notable "cultural cognitive gap." Based on these insights, the study proposes a dual-track strategy integrating product design and digital narrative-driven cultural communication to enhance youth’s cultural identity and emotional engagement with (JFCA). This research provides a theoretical framework and practical pathways for the modern transformation of traditional intangible cultural heritage products and the cultivation of cultural identity among youth.