The work aims to solve the problem of poor user experience in cultural and creative products by building a design model with the guidance of the Flow Theory and the assistance of Kansei engineering to provide effective attempts to stimulate users' positive experience. The balance between users, culture, appearance and experience in cultural and creative products was explored according to the principle of balance between skill level and challenge difficulty in the flow theory model. First of all, through the questionnaire survey, the difference in the level of cultural familiarity of target users was studied. On this basis, user diversion and cultural level matching were conducted. Then, Kansei engineering was used to extract design elements and perceptual vocabulary of cultural and creative products, and different levels of perceptual vocabulary were divided from the aspects of perception, cognition and emotion, and the relationship between them was established through perceptual experiments. Then, according to the different skill level of users, the corresponding cultural elements and perceptual words were selected for matching design in terms of culture and appearance. The design model attempted to be constructed in this paper was practiced with the design of Jinli cultural and creative tea sets in Chengdu as an example, and the feasibility of the design model was verified through fuzzy comprehensive evaluation. In conclusion, it successfully explores the path and method to obtain the positive experience of flow in cultural and creative products, and effectively improves the user experience of consumers. Moreover, this method can be applied in development of cultural and creative products, providing new ideas for the design and optimization of cultural and creative products.