The work aims to analyze the characteristics of "National Tide" cultural elements, probe into the application strategy of "National Tide" cultural elements in the design of cultural and creative products, and provide more ideas for designers, so as to improve the design level of cultural and creative products and enhance cultural self-confidence. The methods of literature and case study were used to discuss the application of "National Tide" cultural elements in the design of cultural and creative products from three aspects of cultural theme, formal style and expressive techniques and expound some principles of the application of "National Tide". The designers of cultural and creative products should fully realize the important value of traditional culture, and draw lessons from the cultural elements of "National Tide" in the three aspects of cultural theme, formal style and expressive techniques, and follow the principles of practicality, fashion and artistic principles, so as to enhance the vitality of cultural and creative products.