The work aims to explore the innovative design path of intangible cultural heritage Li brocade cultural and creative products from the perspective of emotional design to achieve the creative inheritance and development of intangible cultural heritage in contemporary society. Firstly, the artistic characteristics and cultural connotations of Li brocade were refined through literature research. Secondly, combined with literature analysis, questionnaire surveys, and field investigations, the current research status of Li brocade cultural and creative products and user characteristics were analyzed. Thirdly, through the hierarchical analysis on emotionalization of Li brocade cultural and creative products, emotional design methods were proposed from three aspects, namely, visual creation based on "beauty", interactive innovation based on "fun", and metaphorical construction based on "thought". Finally, this method was validated through design practice. The study findings reveal that the integration of emotional design concepts into the design of Li brocade cultural and creative products helps designers to identify emotional resonances between modern users and Li brocade cultural and creative products. It enhances the emotional appeal of Li brocade cultural and creative products from external to internal layers, realizes a lasting connection between products and users, and thereby revitalizes intangible cultural heritage Li brocade in contemporary life.