The work aims to explore the influence and development guidance of new media era on cultural and creative products, and find an effective practice and innovation path. The combination of cultural resources and industries in the new media environment has become a trend. To meet the higher aesthetic needs of the public in this background, it is necessary to find the appropriate design direction of cultural and creative products. In this work, starting from the development trend of the times, the current development situation of new media was introduced. Its characteristics in value, influence, etc. were summarized. Many problems were gotten from the combination of new media and cultural and creative products. Then, on this basis, the feasibility of this fusion of prosperity was proved objectively. Finally, design attempts of diversified innovation, practical interaction, humanistic aesthetics, etc., were listed and their effective development paths were summarized. Design of cultural and creative product should be based on the current situation, explore new development direction driven by new media, and create modern cultural and creative products with outstanding innovation and rich connotation in line with the characteristics of the times with more novel design concepts and design methods.