Aiming at the problem that Yaozhou Kiln lacks cultural and creative products bearing its cultural connotation, the work aims to construct the design process of cultural and creative products in Yaozhou kiln ceramics base on the KANO model, and analyze the emotional needs of users, so as to give emotional connotation to cultural and creative products, guide the emotional design of Yaozhou kiln cultural and creative products and conduct emotional design practice. According to the emotional theory, user needs for cultural and creative products of Yaozhou kiln ceramics were classified by layers, and KANO questionnaires were compiled and collected based on the hierarchical results. The KANO model was used to screen and divide the questionnaire results, determine the attribute categories of emotional needs, and combine the Better-Worse coefficient analysis to build a quarter bitmap to rank the importance of users' emotional needs. With the keycap series products as an example, emotional design was carried out on the cultural and creative products of Yaozhou kiln, and specific design plans were provided to improve user satisfaction and promote the inheritance of Yaozhou kiln culture. The conclusion demonstrates that the KANO model and emotional design method are applicable to the design of Yaozhou kiln cultural and creative products, clarifying the emotional needs of users for Yaozhou kiln culture. They not only have cultural value in the inheritance of Yaozhou kiln culture and the design and development of cultural and creative products, but also provide reference ideas for the inheritance of other cultures and the design of cultural and creative products.