The paper aims to explore the characteristics of consumers' preferences for museum cultural and creative products, so as to effectively explore the innovation path of museum cultural creation design. The fuzzy Kano model is introduced to analyze the user's preference for each level and feature. The evaluation system of museum cultural and creative design is established, and the differences of related likability and related necessity of different characteristic attributes are analyzed quantitatively. This paper points out the multi-level and deep-seated development orientation of the future museum cultural and creative design, and puts forward the innovation strategy of focus - highlight - basic point.