This paper aims to reduce the cultural discounts generated in the process of traditional folklore cultural and creative communication, innovate the design ideas of cultural and creative products and form a cultural information circulation mode in combination with information feedback system, and analyze the reasons for the difference between encoded information and decoded information in the circulation process, thereby improving the cultural and creative products according to the design principles to achieve the purpose of enhancing the effectiveness of folk culture communication and deepening the audience’s understanding of folk culture in the next stage of cyclical communication. According to the public's cultural understanding and information feedback in traditional folk culture creation, user questionnaire surveys, user interviews and literature research were conducted. In conclusion. combining the theory of cultural semiotics, broaden design thinking, this paper puts forward a cultural circulation communication model and a cultural creative design thinking model, and solves the cultural discount caused by folk culture in the process of encoding and decoding. In addtion, this paer adopts the farming and folk culture of the twenty-four solar terms to design and practice the design ideas of cultural and creative products, and designs cultural and creative products with relatively small cultural discounts to ensure the effective spread of culture.