Arts Studies and Criticism

Intangible cultural heritage carries the profound cultural memory and spiritual identity of the Chinese nation, and its creative transformation and innovative development have become the key to current cultural inheritance. Based on this, this article explores the innovative application path of intangible cultural heritage elements in the visual design of cultural and creative products. The study believes that the empowerment of more modern technological means can transform traditional patterns and technical symbols into visual language that conforms to contemporary aesthetics, while preserving the cultural core and achieving formal innovation.