Research on Campus Cultural and Creative Product Design based on Rooting Theory

To address the problem of homogenization of campus cultural and creative products at this stage, and to build campus cultural and creative products that meet consumer needs by combining campus characteristics. This study conducted semi-structured interviews with teachers, students, and staff on campus and coded and analyzed the interview texts using the rooted theory method. Through the analysis, we obtained a demand value embodiment model containing 12 core concepts and three levels of functional value, experiential value, and innovation value. It enables the design of campus cultural and creative products to better trigger users' emotions, disseminate campus culture, become an important medium for interpreting campus culture and provide a new step-by-step reference and practical path for the application of campus cultural and creative product design.