Experiential design based on the area of cultural and creative industries

With the global trend of experiential economy, cultural and creative industries are upgraded an unprecedented level. From the government to individuals, from designers to entrepreneurs, from colleges and universities to institutes of scientific research, all of them are aware of the tremendous value of cultural and creative industries. At present, as an important branch of cultural creative industries, design considers more shopping experience of consumers rather than basic function of produces. Actually, consumer?s purchase behavior is the process of the inner experience and enjoy. The paper analyses the background and traits of experiential design from the perspective of cultural creative industries, and illustrates specific applications in five aspects of sensory experience design, emotional experience design, interactive experience design, specific experience design and narrative experience design. The purpose is to research realistic significance of experiential design towards contemporary design in China, and to strive to build Chinese-style experience design, finally to enhance the position of design in the cultural and creative industries in China.