To explore the reference and application of traditional elements in cultural and creative products. Traditional elements are part of our national culture, and their colors, shapes and materials are rich in expression and profound connotation. So far, they still have strong application value and long-term development prospects. Based on the application and reference needs of the traditional elements, this paper analyzes the deficiencies in the market of cultural and creative products from the practical point of view, thus finding the design principle that must be followed and making attempts to integrate traditional elements. Here it mainly selects four aspects of traditional character, materials, patterns and architecture to, explore the path of artistic design of cultural and creative products by deeply analyzing the key points of integration with each other. On the premise of meeting the needs of the times and public aesthetics, the combination of traditional elements with cultural and creative product design can not only improve product value, but also bring consumers strong cultural identity with strong visual appeal and profound cultural connotation, so as to enhance the added value of products.