The work aims to analyze the wetland cultural resources of Yancheng and design cultural and creative products with the cultural imagery of Yancheng to enrich the product range on the cultural and creative market in Yancheng, and promote the dissemination of regional culture. The content analysis method was used to analyze the cultural imagery of Yancheng wetland culture, the user survey method was used to sort out the needs of target users, and the market research method was used to analyze competitive products. The representative elements of the wetlands were extracted and selected to carry out a series of creative design of cultural and creative products with the users' preference of Yancheng wetland culture style. The use of cultural imagery analysis to deeply explore the wetland cultural resources and the design of cultural and creative products can inject new momentum into the development of cultural and creative industry in Yancheng and enhance the soft power of Yancheng culture.