Successful design needs to be based on contemporary social trends, combined with digital technology and modern design concepts, and repeatedly chew and deeply understand the excellent traditional Chinese culture The continuous participation of design art, ranging from flying ocean cruises, high-speed rail networks, rural revitalization, Winter Olympics, to architectural space, Chinese home furnishings, cups, plates and tea sets, has made Chinese excellent traditional culture glow with greater vitality in creative transformation and innovative development. Flying over the moon, with inscriptions. The new generation of "Feitian" extravehicular spacesuit draws on ergonomic design methods in the layout of core components and key design, integrates elements of Feitian, Xiangyun and Phoenix in the decoration of accessories, integrates traditional culture into aerospace technology, and highlights Chinese romance. Leap over the ancient Shu, a thousand years at a glance. The "Sanxingdui fantasy Tour" launched by China Central Radio and Television Corporation relies on a large number of archaeological excavation results in Sanxingdui and cloud real-time rendering technology to create China's first large-scale immersive digital interactive space through design techniques such as panoramic restoration of cultural relics, construction of game interactive scenes, and 3D character rendering. The audience can cross back to the mysterious ancient Shu Kingdom at multiple terminals and incarnate the archaeological team to explore the site. The one-way passive reception of information in the past has been transformed into a two-way immersive entertainment experience. Sanxingdui fantasy space has realized the "broken screen" and "broken circle" of traditional TV. These are just two examples of many successful works. The role of design in promoting the creative transformation and innovative development of Chinese excellent traditional culture is not only reflected in the inheritance and activation of "showing where it is", but also in "seeking its future", driving the innovative development of many industries. Successful design needs to be based on contemporary social trends, combined with digital technology and modern design concepts, and repeatedly chew and deeply understand the excellent traditional Chinese culture. These factors make design an "accelerator" that drives the inheritance and activation of cultural resources. From digital projection, virtual image and other multimedia interactive art exhibition of "painting a thousand miles of rivers and mountains" in the Forbidden City to the archaeological blind box of Henan Museum, which is popular all over the network, the design widens the channels of multimedia exhibition and Museum cultural creation. From the digital "flower window" pattern generated by artificial intelligence to the joint marketing of intangible cultural heritage crafts and brands such as embroidery and Miao clothing, design has opened a new idea of cross-border integration of traditional crafts. From the Ningxia "cloud tourism" platform with the help of virtual reality technology, to the scenic spot tourism product design, route service contact point development, online and offline instantaneous linkage, the design has created a unique experience of cultural tourism services. The enhancement of cultural self-confidence has brought about the upsurge of cultural consumption demand. In the face of such opportunities, with the help of new concepts such as cloud collaborative design and swarm intelligence design, art design has become a "light cavalry" to help the development of multiple industries, help enterprises realize the combination of science and technology and culture, and promote the innovation and transformation of multiple industries from the dimensions of market demand mining, product appearance shaping, management mode innovation, brand value dissemination, etc. For example, the interior of the new generation of domestic C919 aircraft with Chinese knot elements is not only a fashionable interpretation of the traditional Chinese knot, but also a successful attempt to provide customized design solutions for the future market and consumer needs. The Winter Olympics kindling lamp, whose creativity is derived from the "Changxin palace lantern", uses a nested shape with a red ribbon on the top, and illuminates the green winter Olympics with an environmental protection lamp 2000 years ago. The quadruped robot "pioneer cattle" on the stage of the 2021 CCTV Spring Festival Gala has taken the strides of the times in its galloping forward, and also demonstrated the power of scientific and Technological Aesthetics in its auspicious decoration. Design has become a powerful weapon to create the appearance and sensory quality of products, and a solid link between high-tech and traditional aesthetics. The art of design has lit up a better life for us. Looking ahead, the design discipline still needs to pay close attention to the national development strategy and people's living needs, so as to provide greater assistance for the creative transformation and innovative development of Chinese excellent traditional culture. (the author luoshijian is a professor of Zhejiang University) (outlook new era)