Experience Communication Design of Intangible Cultural Heritage Shanghai Style Lacquerware Brand Based on H5 Game

The lacquer craft of Shanghai Style Lacquerware has been listed as the intangible cultural heritage of Shanghai since 2013. However, Shanghai Style Lacquerware falls into a solid storage protection barrier at the present stage. As the influential non-material culture, it wins certain market recognition but lacks a perpetual attraction to the young audience. Based on this problem, this paper conducts propagation and promotion for Shanghai Style Lacquerware in the form of H5 game, and carries out design and research from the angle of experience communication. It is expected that this study could further expand the core user group and promote the appeal of the brand, as well as provide a fundamental design paradigm and effective reference for the transmission of intangible cultural heritage.