Developing an Emotional Design Strategy Model for Souvenirs: The Case of Guangdong Paper Cutting

Based on Donald Norman’s three-level emotional design theory, this study develops a strategic model for designing cultural tourism souvenirs and validates it using the case of Guangdong paper cutting, a traditional handicraft of Guangdong Province. A mixed-methods approach is adopted, combining consumer questionnaires targeting individuals aged 19 to 30 to explore emotional preferences, and interviews with consumers, artisans, designers, and souvenir sellers. The findings demonstrate that applying the proposed emotional design strategy model enhances the cultural depth and emotional resonance of souvenirs. The model offers a practical and adaptable framework for emotionally driven innovation in souvenir design, contributing to the development of cultural tourism.