The paper is committed to designing digital cultural and creative products of Shanghai painting that can give users an immersive cultural experience. Based on Csikszentmihalyi’s flow theory, the design of Shanghai Painting’s digital cultural and creative products is divided into three steps:setting clear and clear experience goals, providing accurate and effective emotional feedback, and balancing skills and challenges required for the experience. The first step corresponds to the content design of digital cultural and creative products, including two steps of clear architecture system and visual interface design to guide users into a pleasant and immersive experience state; the second step corresponds to the emotional design of digital cultural and creative products, including two steps of positive feedback priority and multi-sensory feedback prioritizes to maintain the user's immersive experience; the third step corresponds to the experience difficulty design of digital cultural and creative products, including two design steps of adjusting and controlling the experience difficulty independently and building interactions in situations to guide users into cultural situations, explore culture background and get a higher level of cultural experience. The flow theory improves the existing shortcomings of the digital cultural and creative products of Shanghai painting, completes the design framework of digital cultural and creative products of Shanghai painting, and better realizes the concept of using digital cultural and creative products to drive traditional art.