To explore the emotional expression of illustrations in the design of cultural and creative products, provide more and better ideas for the design of cultural and creative products, and enhance the cultural and artistic value of cultural and creative products. Using the practical research method, starting with the concept of illustration, the significance of illustration in the design of cultural and creative products was analyzed, the value of emotional expression in cultural and creative design was explored, and the emotional expression strategy of illustration application in cultural and creative product design was discussed emphatically. The application of emotional expression in cultural and creative products can make the link between consumers and products closer, let designers have more ways to achieve creativity, and strengthen the cultural and emotional exchange between consumers and cultural and creative products. Therefore, we should pay attention to the emotional expression of cultural and creative product design illustrations, specifically, we can use illustrations to express local customs and convey simple emotions; Effectively display the characteristics of regional culture and convey local feelings; Accurately grasp the theme of the product and the cultural core and emotional connotation of the product; Learn to deconstruct cultural information and integrate it creatively; Based on the basic principles of cultural and creative products, enhance the artistic value of illustration.