Cultural and creative products of universities are an external reflection of the university’s image. They are not only materialized artworks and carriers of beauty, but also a means of expressing emotions and cultural dissemination. Currently, the cultural and creative products of universities have problems such as severe design homogeneity, insufficient content, and weak audience stickiness. To address these issues, the essential characteristics of such products should be analyzed from the perspective of emotional design and the cultural value they embody. By combining the common student life backgrounds in daily life, such as learning, communication, commemoration, and gift-giving, the possibility of enhancing product quality and user experience through emotional design methods should be considered. Research shows that emotional design can effectively enhance students’ perception and identification with campus culture, help improve the dissemination strength and sustainability of innovative products of universities among students, and provide a reference basis for the design of cultural and creative products of universities.