The work aims to solve the problem that the visual expression of creative elements in the design process of cultural and creative products is relatively subjective and difficult to standardize and systematize. With the Sanxingdui mask as an example, based on Saussure's Semiotics Theory, the categorical and inductive points of "signified" and "signifier" were established for the visual feature of cultural relics. The "signified" was classified into cultural connotation, aesthetic characteristics and social background and the "signifier" was summarized into morphological features, color features, material features, texture features and pattern features. Then, a visual feature model was proposed. The extraction method was established based on the five major characteristics of "signifier", the visual feature model and design process of cultural and creative creativity were constructed, the KANO model was used to verify user needs, and this visual feature model was adopted to carry out cultural and creative design practice for the Sanxingdui mask series. The model summarizes the design process of cultural and creative products, and generalizes, deduces and expresses creative elements through morphological features, color features, material features, texture features and pattern features. This model can be used as a design method in the follow-up cultural and creative product design process, thereby promoting the cultural inheritance.