This paper aims to explore the ideas of intangible cultural heritage elements and cultural and creative product design. Cultural and creative product design is affected by various factors and its pursuit is increasingly high. in addition to achieving the ultimate in aesthetic and knowledge, efforts should also be made in terms of popularity and dissemination to achieve more and better design values. Taking cultural and creative product as the research object and intangible cultural heritage as the center, with the help of the basic concepts and development characteristics of both, we analyze in depth the design ideas and practical paths available from the necessity and significance of integration and symbiosis, and summarize and explore them from the perspectives of basic form and function, culture and skill, inheritance and development, and analyze in depth the specific methods and means in both internal and external aspects. So, the cultural connotation support required by cultural and creative products and the modern inheritance required by intangible cultural heritage elements are compatible, and the reasonable integration with each other can realize multiple values, which can find more paths to realize cultural and aesthetic values of for the design of cultural and creative products, so that works can realize healthy development at more levels, and play a positive role in the inheritance of China's intangible cultural heritage.