In order to optimize the design effect of cultural and creative products with non-heritage patterns, this paper uses image reconstruction algorithm and image recognition algorithm to process non-heritage problem patterns. By combining the processed non-heritage cultural patterns with consumer demand for cultural and creative products, non-heritage cultural pattern cultural and creative products are designed to meet market demand. On the basis of recursive network, we add multi-scale feature extraction module and attention feature fusion module, choose L1 loss function to optimize the details of image reconstruction, and construct image super-resolution reconstruction algorithm based on multi-scale recursive attention feature fusion network. And the image feature extraction network containing MSA module is designed, which is the fine-grained image recognition network based on multi-scale attention. The non-heritage cultural pattern dataset is established, and in order to optimize the recognition rate of non-heritage patterns, the image reconstruction based on multi-scale recursive attention feature fusion network is carried out on the non-heritage cultural pattern data. In view of the creative design strategy of non-heritage culture, the evaluation indexes of non-heritage cultural and creative product design are obtained from the consumer research, and the implementation suggestions of non-heritage pattern cultural and creative product design are derived based on the ranking of the importance of the evaluation indexes. The multi-scale recursive attention feature fusion network proposed in this paper achieves 34.89dB and 90.52% indicator scores on the Set5 dataset. For the design of cultural and creative products with non-heritage patterns, consumers make more suggestions in terms of functional differentiation, having a response rate of 21.58%.