The work aims to understand cultural and creative products from a rational perspective, explore the issues that should be considered in the design of cultural and creative products, and provide design methods, ideas and references for cultural and creative products. The "cultural creation" and its development and changes were understood in the way of etymology to help better understand cultural creation. Then, based on the theory of the sciences of the artificial, the perspectives, dimensions and elements that should be considered in the design of cultural and creative products were discussed, and the current concerns and neglect of everyone were interpreted in combination with relevant cases. Cultural and creative products should not be simple symbolic and simple texture processing. Designers need to build a link relationship which will give more meaning to products, bring more value to life, and at the same time let everyone have a deeper understanding of cultural creation. These will bring new value to theoretical research of design and design innovation of cultural and creative products.