In the context of local practice, this paper analyzes the design path of red culture into cultural and creative products to seek new ideas for the design of Shanghai red cultural and creative products and help the inheritance and development of red culture. Through the analysis of the current situation of Shanghai red cultural and creative product design, the importance of establishing regional characteristics is established. Based on the concept of emotional design, this paper classifies the red cultural resources of Shanghai, and deeply studies the emotional needs of consumers at all levels and the methods of cultural translation in the context of local characteristics. Finally, it constructs the local practice model of red cultural and creative products based on an emotional design concept and shows it through the practice cases of the team. From the perspective of emotional satisfaction, this paper proposes that the regional recognition of red cultural symbols should be taken as the extraction principle at the instinctive level to ensure the accuracy of cultural translation; At the behavioral level, the cultural experience of the product is emphasized while the function of the product is set on based on the Shanghai style's pragmatism; At the reflection level, it focuses on building the dual identity of red spirit and Shanghai value through the design of product concept, implication, quality and other elements, and tries to provide positive practical significance and reference value for the presentation of local characteristics of Shanghai red cultural and creative products.