To explore the emotional design and expression of cultural and creative products, in order to add a touch of warmth to the design process of cultural and creative products and make them carry more people's emotions and emotions. Summarize the concept of emotional design and discuss the emotional design and emotional expression of cultural and creative products.Conclusion:The design of cultural and creative products should not only be carried out as a regular product, but should pay more attention to the cultural significance and emotional value carried by the product. It is necessary to fully consider the emotional needs of users and design cultural and creative products that meet their emotional needs.