Abstract：Explore the creative derivation of folklore elements in cultural and creative products，so as to be inspired to provide new innovative design methods and ideas for products，and better development and inheritance.?Taking folk culture as the starting point，sorting and analyzing，through the mutual influence of traditional culture and modern design，and starting from the connotation of cultural and creative life，we refine the cultural elements，materials，forms and modern design functions of folk art for redesign.?Practical cultural and creative products with life as the main body.?In-depth exploration of traditional folk art，strengthening the functionality，emotionality and added value of cultural and creative products，providing motivation for promoting the innovative design of cultural life products，and providing reference for more protection and inheritance of folk culture.

Keywords：cultural and creative products，folk custom elements

1. introduction

China has a long history of five thousand years，and has accumulated a strong folk cultural heritage. There are many kinds of national cultures and folk crafts，with very strong local characteristics.?It exists widely in the social life of the masses，is closely related to and indivisible in our lives，and is something we enjoy without knowing it.?In today's highly developed culture，it is the folk art of popular life. It is the product of the creation of generations of folks. It embodies the imagination and creativity of the working people in our country，and expresses the folks desire for a better life.?Longing and yearning are the intangible culture formed in the life and production process of the people from ancient times to the present. It contains the wisdom of countless ancestors and has distinctive national characteristics and strong vitality.

2. Problems in the development process

With the rapid economic development，folk art has also experienced various twists and turns. Most of them are simple and practical，but the lack of resources and attention has made it impossible for them to be displayed normally. The characteristics of art are gradually weakening，and they are under the impact of cultural trends from all over the world.?New ideas and new technologies are gradually replacing traditional crafts. Many local governments and related departments have insufficient protection of folk art. This makes folk art have a small audience in modern life，and its development is difficult，and its slow development cannot reach people.?The importance of this has led to the loss of some folk arts.?At the same time，with the development of market culture and economy，my country's cultural soft power has gradually increased. Traditional Chinese culture is the mainstay of our culture. In the process of changing times，new cultural blood has been continuously injected，and brand-new folk art has appeared in the public's field of vision.

As an emerging industry，the cultural and creative industry has a long-term development prospect. The relevant government of our country has also provided strong support. Therefore，the cultural and creative industry is developing rapidly with a positive and healthy trend.?However，there are many problems in the development process. The development and design of cultural and creative products must be based on a deep understanding of their basic attributes，and strive to meet the real demands of consumers. For example，the most important thing in design is culture and creativity.?In many modern designs，from characters to animals，from sun，moon and stars to mountains and rivers，almost all have been applied to cultural and creative design. But cultural and creative design is not only cultural splicing and innovation，but more importantly cultural inheritance and impact.?The impact of life，but cultural and creative products will still have a distance from our lives. On the one hand，the rising popularity of cultural and creative products has caused the price of cultural and creative products to be too high;on the other hand，the products are too limited and have no real practicality.?Do not arouse consumers desire to buy，let alone resonate with consumers;products lack characteristics，but the application of folk art is despised or even forgotten in todays life. Among them，Chinas traditional customs，handicrafts and material culture are slowly beginning to fade out.?People's eyes are getting away，and the public pays more attention to the sense of form and novel expression methods，ignoring the unique characteristic culture of folk art，and few people are willing to trace the origin to understand its true connotation.

3. Suggestions

With the rapid development of global cultural creativity，local and regional cultures are being vigorously promoted. Intangible cultural heritage containing unique cultural genes and cultural values has become an important source of cultural creativity design.?Applying the cultural elements of intangible cultural heritage to the design of cultural creative products can enhance the cultural connotation and cultural uniqueness of products，and at the same time provide new ideas for the inheritance of intangible heritage in modern society.?With the development of the times，how to inherit our folk culture so that it no longer fades out of our lives. The key is to confess the old and add the new. The traditional design can no longer meet our needs. We must innovate，and innovation has always been?The top priority of design.?The combination of people's daily life needs and cultural and creative products not only meets the needs of consumers，but also points out a new development direction for the cultural and creative product design industry.

作者簡(jiǎn)介：

楊文曉（1996.9-），女，漢族，山東德州人，齊魯工業(yè)大學(xué)（山東省科學(xué)院）藝術(shù)設(shè)計(jì)學(xué)院，18級(jí)在讀研究生。

（作者單位：齊魯工業(yè)大學(xué)（山東省科學(xué)院）藝術(shù)設(shè)計(jì)學(xué)院）