Non-heritage ceramics is a cultural treasure of the Chinese nation, and its brand digital design is conducive to enhancing the influence of non-heritage ceramics brand and improving people’s sense of identity with the excellent national culture. This paper starts from the four cultural identity dimensions of sensation, emotion, cognition and association to carry out the digital design of non-heritage ceramic brand. Subsequently, it establishes the evaluation index system of digital communication effect of non-heritage ceramic brand, combines and assigns weights to the indexes based on AHP and entropy weight method, combines with the cloud model to carry out the comprehensive evaluation of communication effect, and also introduces the fsQCA method to explore the enhancement path of digital communication effect of non-heritage ceramic brand. Among the weights of the comprehensive evaluation indicators of the digital design strategy of the non-heritage ceramic brand, the weight of the brand information dimension in the first-level indicator is the highest at 0.3562, which means that the mining of the non-heritage ceramic information has an important impact on the digital design strategy and communication of the brand. The evaluation result of the brand communication effect of non-heritage ceramics based on the combined empowerment-cloud model is “medium”. Through the study of brand communication effect grouping paths of 50 companies, four driving paths of high brand communication effect are formed, which are digitally empowered and digitally non-dominated. Among them, the digital empowerment group accounts for 53.75% of the total number of explained cases. For this reason the company can strengthen the integration of digitalization with technology and brand dimensions to realize the upgrading and good communication of the brand of non-heritage ceramics.
