To explore the application of the five senses concept in the creative design of cultural and creative products under the background that cultural and creative products tend to be homogeneous. This research is based on the concept of five senses, analyzes the current situation and future development trends of cultural and creative product design, and explores the design elements of the five senses concept, summarizes the five senses design model framework, and proposes the strategy of cultural and creative product design based on the concept of five senses, such as immersive taste awakening perception, interactive participation triggering emotion, and experiential feeling triggering association, and analyze it innovatively with specific cases..Finally, it points out that cultural and creative products should adopt the "five senses" design concept to enhance users' experience in vision, hearing, smell, touch and taste, in order to optimize user experience and enhance the creative power of cultural and creative products. From the perspective of user experience, research the systematic five senses experience theory, construct the "five senses" design theory model, summarize the design strategies of cultural and creative products, and hope to provide great value for the application of the five sense experience theory in the field of cultural and creative products reference.