Design Innovation of Intangible Cultural Heritage: Challenges on the Basis of Mobile Phone Culture

Nowadays, the mobile phone culture derived from mobile media is infiltrating the daily study and life of college students in all dimensions. On the other hand, the traditional artistry and culture are gradually being marginalized. As the country pays more attention to the inheritance of "intangible cultural her-itage" and introduces it as a topic into higher education, it is necessary to envisage how the intangible culture can adapt to the mode of communication in the era of digital media technology. Meanwhile, higher education workers are concerned over the issue that Chinese design has long lacked Chinese elements. Under such a context, this study will, starting with the concept of protection of intangible cultural heritage, propose that innovative designs are applied the protection and inheritance of intangible cultural heritage in the current digital media technology environment. And it will also analyze the interaction methods and characteristics of user-favorite innovative design products for excellent applications and superior “intangible culture heritage” in the era of digital media technology. Conclusion: in the era prevalent with information technology and digital art, the dissemination of intangible cultural heritage should adapt to the social development and make design innovations. The products oriented to inheritance and innovation of “intan-gible culture heritage” should fully take into consideration the user experience, the interestingness of interaction methods, and how to incorporate traditional Chinese elements, rather than simple arrangement and combination of such elements. The combination of traditional culture and digital art is not only an on-going trend, still with a lot of room for improvement, but will also inject new blood into social innovation.