To explore the methods of incorporating narrative elements into cultural and creative product design, providing more new ideas and creativity for cultural and creative product design, and making cultural and creative design more culturally rich and story rich. Using case study method, starting from the principles that should be followed in the design of "storytelling" in cultural and creative products, analyze the main paths that reflect "storytelling" in cultural and creative design, and discuss the problems that need to be avoided in the design of "storytelling" in cultural and creative products. The design of cultural and creative storytelling should follow the principles of narrative, diversity, and fun. In the design of cultural and creative products, to reflect "storytelling" design, it is necessary to fully explore the carrier of "storytelling", deeply understand the story, extract story elements, provide inspiration for design, combine story elements to innovate the design of cultural and creative products, emphasize emotional resonance in cultural and creative design, use emotional connections to enhance the attractiveness of cultural and creative products, provide background information of relevant stories in cultural and creative product design, and integrate experiential design, engage users in the story.