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 not only people's desire for good wishes, but also an exploration of the internal needs of the people. This paper mainly studies the traditional application of "lucky" culture in the cultural and creative product design, through the study of cultural and creative product design of traditional cultural value of good fortune as well as common problems in understanding patterns of traditional auspicious culture, shape, color premise , the analysis of cultural implication inherent cultural and creative products and explore the cultural connotation behind it, focus on understanding the blend point of people's hearts and appeal of traditional culture and 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 not only people's desire for good wishes, but also a kind of exploration of people's internal needs. This article mainly studies the application of traditional "auspicious" culture in the design of creative products, through the study of the application value of traditional auspicious culture and common problems in the design of creative products, under the premise of understanding the pattern, shape and color of traditional auspicious culture, analyze the inherent cultural implicationof of the creative products, explore the cultural connotation behind them, focus on understanding people's inner appeal and the intersection of traditional culture and modern culture, and 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 not only people's desire for good wishes, but also an exploration of people's internal needs. 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 analyzes the internal cultural connotation of cultural and creative products, explores the cultural connotation behind it, and focuses on understanding people's inner complaints Seek the integration point of traditional culture and modern culture, and realize the inheritance and innovation of traditional auspicious culture.