At present, the college cultural and creative products in China lack emotional attributes, have not formed a unique campus brand and have problems such as homogeneity. Based on the new development needs of college cultural and creative products, the people-oriented empathic design method is used to find the design strategy of college cultural and creative products. According to the case analysis and the emotional hierarchy theory, the design of college cultural and creative products is combined with the concept of empathy based on the existing situation, and the research is carried out on the basis of attaching importance to the emotional expression and emotional needs of users. Furthermore, an in-depth discussion is made on the design of college cultural and creative products. In the process of design, it is necessary to put people first and advance from the three aspects of "vision, interaction and emotion", so as to broaden the ideas of future innovation and development of college cultural and creative products. Designers, as empathic executors, should proceed from three levels, and put forward feasible innovative design strategies for colleges to apply the concept of empathy to transform users' descriptions and emotions of products into clear design requirements.