Color is a crucial element in human perception of the world, holding a unique position in cultural inheritance and artistic expression. Traditional color culture is the cognitive, preference, and application methods of colors formed by a nation over a long historical development process, rich in cultural connotations and aesthetic value. This paper aims to explore the inheritance and innovation of traditional color culture in modern graphic design. It first analyzes the connotations and values of traditional color culture, then discusses its inheritance methods in modern graphic design, including direct use of traditional colors and referencing traditional color coordination concepts. Next, it explores innovative approaches, such as combining modern aesthetics with technological means. Finally, through case studies, it demonstrates the importance and feasibility of inheriting and innovating traditional color culture in modern graphic design, aiming to provide valuable references for contemporary graphic design.