**4.1 Clarify the design purpose and theme**

Firstly, whether HTML5 design communication of intangible cultural heritage is conducted for the purposes of science and education, brand publicity, drainage, or promotion are determined. Tencent's "visit you through the Forbidden City" produced an ancient costume rap HTML5 with the characteristics of ridicule and crossing. The orientation of making traditional culture live, as well as the art style and narrative mode of the whole HTML5, has taken into account the initial appeal. In *Research on the Design of Interactive Games of Intangible Cultural Heritage Based on HTML5 DOI: http://dx.doi.org/10.5772/intechopen.106611*

such a young, popular, and entertaining way, it targets at college students and aims to arouse their attention to traditional culture.

Before design, we should first read a large number of documents, watch documentaries, and conduct necessary field investigations according to the target theme. Intangible cultural heritage activities are mostly a cultural form created based on thousands of years of social production, life practice, and cultural exchange. Behind the complex and elaborate production process of many kinds of intangible cultural heritage is the portrayal of regional culture and human spirit. Therefore, in addition to the essence of production skills, basic knowledge, and performance activities, intangible cultural heritage HTML5 projects should also take into account the multidimensional influence of regional culture and customs, which should be jointly reflected in the design positioning of HTML5.

The innovation of communication forms relies on cultural carriers. The local storage, compatibility, and multimedia features in HTML5 technology can express the living face of intangible culture through various forms of media such as audio, video, and interactive games. Interaction design helps intangible cultural heritage categories convey cultural images, so as to deepen the impression of the audience and improve the communication effect.

#### **4.2 Work conception and determination of artistic style**

After the investigation and analysis of environment and theme, we can further determine the final form of HTML5: In terms of form, it can be roughly divided into visual, audio, interactive, game, and other categories. In terms of performance style, it can be divided into real shooting, dynamic illustration, long picture, audio, etc., according to performance object. There are many ways to narrate the script of HTML5, which can be roughly divided into event narration, emotion narration, function narration, science and education narration, game narration, and other different types. The choice and determination of form should be coordinated with technology, art, and copywriting to identify the most appropriate expression method.

After the basic style is determined, the HTML5 project is considered as a whole and the basic framework is drawn up. Generally, it is necessary to introduce the historical origin, production technology, and formal expression of intangible cultural heritage. In addition to the background introduction by using pictures and narration, production technology and display process can be the main content of HTML5. Each scene represents one step. Considering cultural differences and other factors, many users may be exposed to intangible cultural heritage for the first time and lack basic cognition and understanding, making them feel obscure when watching HTML5 and not knowing what to show, and thus affecting the communication effect. Therefore, the design of copywriting and narration is very important in the planning of HTML5. Each scene is equipped with a simple and general narration, which can not only help users understand, but also makes the connection between scenes more coherent, and then improves user experience.

When the whole planning and creativity are focused on special festivals, new forms for festival characteristics can be developed to enrich HTML5. Many intangible cultural heritage HTML5 are executed by shooting video and special effect synthesis. In the design process, appropriate forms of expression should be selected to highlight the content to the greatest extent. When the form is determined, the prototype drawing shall be designed at the same time, which is similar to the mirror splitting script, and can also be understood as the preliminary sketch.
