Abstract：For individuals，meaningful cultural and creative product design can make users get physical and mental pleasure and improve the happiness index;For the society，the appearance of cultural and creative products can stimulate consumption，which is conducive to the reform of national economic structure.For a country，through the in-depth excavation of traditional culture，it can create a better cultural atmosphere and promote the development of cultural products.
　　Key words：cultural and creative products;Visual transformation;Visual experience;
　　The design of cultural and creative products can be studied from two perspectives：extensional semantics and intension semantics.Extended semantics is mainly the appearance and shape of the product，which conveys the most intuitive semantic expression of the product.Connotation semantics is mainly the cultural connotation and implication of the product expressed through the product carrier.This study mainly analyzes the elements of visual transformation methods of cultural and creative products from three aspects：
　　First，visualization
　　The user's visual experience of the product is mainly through the eyes to observe and accept the shape，color，material and other signals of the product，so as to have a physiological and psychological resonance.The design of cultural and creative products can be achieved through the extraction of distinctive visual symbols and symbols with cultural characteristics，and the application of representative colors in the cultural and creative design through visual stimulation.
　　Second，experiential
　　Cultural and creative product design should have the ability of innovation，which can deepen the user's experience of the product in the aspects of hearing，touch and feeling，and pay more attention to "people-oriented"，so that the collision of traditional culture and modern life can spark.The key point of design lies not only in practicality but also in innovation. The source of innovation is not only from the surface of design，but also lies in the in-depth exploration and inheritance of traditional culture.
　　Third，Emotional
　　In the design of the product to give a certain vitality to meet the emotional needs of users.To combine traditional culture with creative products to meet users' cultural and spiritual needs both materially and spiritually，designers need to dig deeper cultural semantics and use metaphor or metaphor to integrate cultural connotation into the design of cultural and creative products.
　　References：
　　[1]Feng Jingjing. Application Research of Traditional Fan Cultural Elements in Modern Product Design Based on Product Semantics [D].Hebei University of Technology，2016.
　　[2]Hou Yushi. How to Transform Visual Symbol and Artistic Image into Language [J]. Northern Literature，2018（27）：95.
　　[3]Xu Hong. Research on Regional Cultural Product Design Based on Image Symbol Transformation [D].Nanjing University of Science and Technology，2017.
　　（作者單位：齐鲁工业大学）