在文创产业蓬勃发展、情感消费崛起的当下，本研究以京杭大运河博物馆文创产品设计为具体案例，探讨传统色彩 在文创设计中的应用策略，梳理大运河文化中具有代表性的传统色彩及其蕴含的深层文化内涵与情感象征。文章重点论证了 传统色彩的恰当应用不仅是美学手段，更是连接消费者与文化遗产的情感纽带，能够有效激发消费者的文化认同、情感认同 与价值认同，从而促进消费行为与文化传播的良性互动。

Amid the booming cultural and creative industry and the rise of emotional consumption, this study takes the cultural and creative product design of the Beijing-Hangzhou Grand Canal Museum as a concrete case to explore strategies for applying traditional colors in cultural and creative design. It identifies representative traditional colors from Grand Canal culture and examines their cultural connotations and emotional symbolism. The paper argues that the appropriate use of traditional colors serves not only as an aesthetic approach but also as an emotional bridge connecting consumers with cultural heritage. Such application effectively fosters consumers’ cultural, emotional, and value-based identification, thereby promoting a virtuous interaction between consumer behavior and cultural dissemination.