文创产品，就是蕴含了文化的创意性产品，是文化传播的一种形式。文创产品在

Cultural and creative products, is inherent in the culture of creative product, is a form of cultural transmission. Cultural and creative products in the dissemination of cultural content selection choice mostly positive, auspicious, with a good moral. Traditional auspicious culture is the traditional culture very important part, it is the people for the good wishes of desire, this paper mainly studies the traditional application of "lucky" culture in the cultural and creative product design, through good fortune of cultural and creative product design tradition application of the value of culture as well as frequently asked questions, and in understanding patterns of traditional auspicious culture, shape, color premise analyze cultural and creative inherent cultural implication products and explore the cultural connotation behind it, focus on understanding people's inner aspirations and traditional culture and Blending point of modern culture, heritage and innovation to achieve the traditional auspicious culture.

Creative products, is the creative products containing culture, is a form of cultural communication. Creative products in the choice of communication culture content is mostly selected positive, auspicious, with a beautiful meaning. Traditional auspicious culture is an extremely important part of traditional culture, it is people's desire for good wishes, this article is mainly to study the traditional "auspicious" culture in the application of creative product design, through the traditional auspicious culture in the product design application value and the study of common problems, in the understanding of the traditional auspicious culture of the pattern, shape, color, analysis of the inherent cultural implications of the creative products, explore the cultural connotation behind it, focus on understanding people's inner appeal and traditional culture and modern culture, Realize the inheritance and innovation of traditional auspicious culture.

Cultural and creative products are creative products containing culture and a form of cultural communication. Cultural and creative products mostly choose positive, auspicious and good moral in the selection of cultural content. Traditional auspicious culture is an extremely important part of traditional culture. It is people's desire for good wishes. This paper mainly studies the application of traditional "auspicious" culture in cultural and creative product design. Through the research on the application value and common problems of traditional auspicious culture in cultural and creative product design, on the premise of understanding the pattern, shape and color of traditional auspicious culture, it is divided into This paper analyzes the internal cultural connotation of cultural and creative products, explores the cultural connotation behind them, focuses on understanding people's inner demands and the blend point of traditional culture and modern culture, and realizes the inheritance and innovation of traditional auspicious culture.