This paper aims to explore the rational use of traditional patterns of traditional elements in modern cultural and creative product design. The design and development of cultural and creative products is of outstanding cultural value, which is the continuation of tradition and the sublimation of modernity, and has the outstanding characteristics of artistic integration of the two. By cultural and creative product design as the core, this paper analyzes the current gen product form and the meaning of value, from the perspective of traditional culture, puts forward the significance and possibility of application of traditional patterns elements and cultural and creative products are discussed, the application of traditional patterns, and then from the application perspective of cultural and creative product and explore the traditional pattern of a few big product fusion, finally points specific cultural, aesthetic and function three aspects to explore the design practice. Deeply analysis the path of art creation of Discovering fashion in traditional culture and reflecting the beauty of traditional culture in modern culture . The innovative application of traditional patterns in modern cultural and creative products can connect tradition with modernity, which is not only a good driving force to promote economic development, but also a rational choice in the process of cultural inheritance.