The centennial development of the Communist Party of China is not only a process of accumulation and climbing of material achievements, but also a process of continuous shining of spiritual civilization. Red cultural and creative design is an important carrier to make the revolutionary cause pass down from generation to generation and the blood is sustainable. It is of great practical significance to develop red cultural and creative products and let cultural and creative design help the inheritance of red culture. Today, with the vigorous development of cultural industry, red cultural elements are endowed with more connotation and higher artistic value. In recent years, cultural and creative products developed by relying on red cultural resources, on the one hand, have continuously improved the depth of cultural excavation, which is more infectious and valuable for collection. On the other hand, they have also made efforts to become trendy and younger, which has better market value and user reputation. From "high cold model" to "fresh fashion" Red cultural and creative products are a unique form in the field of cultural and creative products today, with distinctive characteristics of the times, value functions and political demands. Red cultural and creative products highlight the "red" characteristics, combined with modern design language, use flexible and diverse material carriers to tell rich "red stories", and realize the restoration and reproduction of historical context and historical image. It is not only the embodiment of the integration of red history and artistic language, but also a beneficial artistic form to guide and educate the people. Red souvenirs have long existed. In the early stage, they mostly appeared in the form of tourism commodities, generally in the form of simple pendants, commemorative coins, books and periodicals. In the upsurge of celebrating the centennial of the founding of the party, red culture has become more and more popular. Many film and television dramas with revolutionary historical themes are loved by young people, driving the popularity of red cultural and creative products. The "New Youth" and "socialist core values" series of the National Museum of China, the "shudeli" series of the memorial hall of the first National Congress of the Communist Party of China, the "struggling youth" series of the memorial hall of Mao Zedong's former residence, the "raising of the military flag" and "military minutes" series of the memorial hall of the August 1st uprising in Nanchang... Cultural and creative products launched in combination with their own characteristics, such as tourist attractions, museums and memorial halls, It not only has a strong flavor of revolutionary history, but also is novel, interesting, exquisite and unique, which makes red cultural creation from "high cold model" to a fresh and trendy product with both "quality" and "flow". To create good red cultural and creative products, we should draw the source of wisdom from the Centennial party history, stimulate red inspiration, and create excellent works integrating practicability, interactivity and dissemination. The "red cultural creation IP Design of the Centennial Series of the founding of the party" carried out by the team of the Sino British Digital Media Art School of Lu Xun Academy of fine arts uses modern graphical design language to record the Centennial events of the founding of the party. Its concise visual style and form are in line with the aesthetic value of young audiences and promote the dissemination and promotion of red culture. We see that in the design of red cultural and creative products, we should deeply explore the profound connotation of red culture and rich red cultural resources, keep pace with the times, pay attention to cultural refining, remodeling and reconstruction, and enhance the value of products; It is necessary to effectively grasp and refine the culture of the product, make it perceptible and practical, and let consumers feel the sense of belonging of its material carrier while recognizing the spiritual connotation of "red culture"; Pay attention to creativity, innovation and functionality, reasonably classify consumer groups, and strengthen the attraction to young consumer groups; Pay attention to the marketing and communication mode, release and enhance the resource potential of red cultural relics with the help of digital technology, strengthen the development of creative products of red cultural relics, and create a classic red cultural and creative IP. Pursue "situational symbiosis" and "emotional resonance" Under the background of digital information age, combined with the characteristics of new media communication forms, making red cultural creation "live" in the digital age is a problem that needs attention in the current design and communication of red cultural creation. Therefore, we should open up a new path for the dissemination of red culture. In cultural and creative products, "culture" and "product" are binary interactive relations. When consumers buy red cultural and creative products, they also promote the dissemination of the integrated red elements in the products. The circulation of red cultural and creative products virtually promotes the red cultural information in the products. We should make use of the integration and innovation of new media and new media to make it a booster for the communication of red culture, so as to effectively realize the multi-dimensional and multi-channel communication of red culture and improve the communication power and influence of culture. The traditional communication mode of red cultural products is often one-way, top-down, single channel and insufficient interaction, so it is difficult to maximize the promotion effect of cultural products. Under the background of the digital age, the comprehensive integration of all media communication modes such as new media social network, online sales platform and VR / AR technology makes the communication of red culture and the marketing of related cultural and creative products more humane and life color. Abandoning preaching and facial makeup, the historical scene is restored with exquisite and plump characterization and exquisite details. The TV drama "awakening age", which shows the historical process of the new culture movement, the May 4th Movement and the founding of the Communist Party of China, is "out of the circle", which drives many young people to punch in relevant old sites and museums. The quotation style of "Lu Xun said" has crossed the "generation gap" and once again become the motto of many new generation young people. Taking this as an opportunity, Beijing Lu Xun Museum has designed and developed a batch of cultural and creative products with "New Youth" and Mr. Lu Xun's works as creativity, further narrowing the distance between revolutionary history and young people, driving the public's enthusiasm for the new culture movement and receiving good market results. Young people "shoot bullets online and pursue cultural innovation offline". This two-way interactive mode of online and offline combination is not only an important link to promote cultural consumption, but also the demand of the times to deeply cultivate red culture. Shudelhi, located at 106 Wangzhi Road (now 76 Xingye Road) in Shanghai, is the venue of the first National Congress of the Communist Party of China and the representative of Shikumen buildings with Shanghai characteristics. In the "one big cultural and creative" store of the memorial hall of the first National Congress of the Communist Party of China, more than 100 red cultural and creative products dominated by one big element have both fashion elements and red feelings, which are both timely and practical. The combination of culture and technology endows "a great cultural creation" with rich experience and more application scenarios. On the AR mineral water bottle of "shudeli 1921", you can "think of the source after drinking water, scan the code and learn the history", scan the QR code with your mobile phone, and the door of the first National Congress of the Communist Party of China will slowly open on the screen, leading you to explore the place of your original heart and jointly appreciate the place where the dream of the Communist Party of China sets sail. Human induction, virtual reality and other technologies have also been applied to the development and dissemination of red cultural and creative products. Next to the site of the first National Congress of the Communist Party of China, a telephone booth attracted the attention of passers-by. Entering here, through the multimedia screen, people can make exclusive postcards with a confident smile, report the beautiful life to the martyrs a hundred years ago, and "call" the party. How to truly integrate the scene and emotion and make the works form empathy and resonance with the audience, users and consumers is a new proposition for red cultural and creative designers. In short, in the digital era, red cultural and creative products should be closer to reality, life and the masses, pay attention to the "Participatory" interaction in the media era, promote the transformation of red culture from one-way communication thinking to interactive communication thinking, and break the original one-way communication mode by using digital two-way communication and interaction, Enhance people's attention and participation in red culture. Red resource management organizations should understand the interests of the audience, achieve targeted communication, improve communication methods, better adapt to the public's consumption habits, and imperceptibly affect the audience's knowledge, emotion, intention and behavior. (outlook new era)