The work aims to solve the problem of how to characterize the design of cultural and creative product families in traditional villages. Firstly, a KANO model was combined with the hierarchical analysis method to screen and rank the importance of the type of demands for cultural and creative product design in Mumian Village; Secondly, the landscape gene identification method was used to extract the cultural genes of Mumian Village; Lastly, the analysis results were used to execute the design scheme, and the fuzzy comprehensive evaluation method was used to assess the feasibility of the design scheme.The combination of the above methods for the practice of cultural and creative design in Mumian Village achieved good results, which could improve the richness and accuracy of the utilization of cultural elements; It could clearly and systematically analyze the needs of the target users and rank their degree of importance, which in turn reduced the subjective bias of the designers and improved the objectivity of the design evaluation.The research can seize the specific cultural connotation and resource characteristics of traditional villages, develop cultural and creative products focusing on humanistic emotionality while taking into account the satisfaction of the spiritual level and emotional experience of the target customers. It is in line with the market demand and is a reference for other traditional villages to design cultural and creative products.