The diverse display provides a new opportunity for the dissemination and promotion of the product. In the era of digital media, how to improve the visual display effect of products, enhance product dissemination, and enhance brand awareness and user purchasing desire is an urgent problem to be solved in the research and development of new products. Based on the cultural creative product (CCP), after collected and analyzed eye movement data, in combination with subjective questionnaire and user interview, the correlation between the effect of two display (online virtual display and offline physical display) and users' attention was discussed and analyzed by eye-tracking technology. From the viewpoint of gaze duration, the virtual display had a significant impact on user’s attention:the virtual display could obtain a higher concentration of attention compared with the physical display; from the viewpoint of pupil diameter, the correlation between the physical display and user’s interest is more significant. In conclusion, the virtual display and the physical display have their own merits, and they can be selected appropriate methods according to the promotion requirements, and can also be used in combination, which provides a certain reference basis for the product "online + offline" display effect and product optimization combination.