Art Design of Non-Heritage Cultural and Creative Products Based on the Concept of Sustainability

With the continuous development of social economy and the gradual improvement of intangible culture protection system, the express train that integrates intangible culture into cultural and creative products to drive economic development has been on the highway. The integration of the two has become an important direction of traditional art protection and development in the industry and business of intangible cultural protection. From the perspective of sustainable development theory, this paper points out that the designers and developers of cultural and creative products need to take sustainable design as the core theory, organically combine the narrative of consumers with the intangible culture, and give full play to the social, cultural and commercial value of the current sustainable design theory in the visual design of intangible cultural and creative products. Taking the sustainability of ecological design and the sustainability of people-oriented design as the innovative ideas of visual design.