Innovation often means breaking commonalities, improving or creating products, further meeting customer needs or opening up new markets. Product innovation design is the work content related to the rise and fall of manufacturing enterprises ~. As part of industrial design, product innovation design is different from improved design. However, from the perspective of the market, innovation usually needs to be attached to the commonality of mature products, so the author starts with the concept of innovation and talks about what exactly is the innovation of product design. According to the different occasions, it can be divided into product innovation, process innovation, market innovation and management innovation.

1. Product innovation. Improve or create products to further meet customer needs or open up new markets. From the perspective of product innovation, we will talk about the common problems of framework in product design and highlight individuality. It is necessary to cultivate designers' innovative consciousness and innovative thinking ability, so that they can clearly understand the connotation of innovative design, learn innovative methods, develop innovative ideas, and improve innovative design ability.
2. Technological innovation. Improve or change the production technology and process of products, including changes in new processes and new equipment. Enterprises through the research and use of new production technology, operating procedures, methods and rules system, etc., to improve the level of production technology, product quality and production efficiency activities.

3, market innovation. Improve or create ways to communicate with customers, grasp customers' needs and sell products. It is like turning the original products on the market into products with different grades and characteristics in terms of price, quality, performance, etc. through innovation, which can meet or create the needs of different consumption levels and different consumer groups.
4. Management innovation. Improve or create a better organizational environment and system to make the activities of the enterprise more effective. An innovative organizational culture usually has the following characteristics: acceptance of ambiguity, tolerance of impracticality, less external control, acceptance of risk, tolerance of conflict, focus on results over means, and emphasis on open systems.

The products also provide us with a broader living space because of the participation of industrial design. Industrial design plays a decisive role in the process of market segmentation. Industrial design enables enterprises to adapt to the market, enables enterprises to guide the market and guide consumption trends.
Designers need to adhere to the principle of innovative design, face the problems in design with a rigorous attitude, find the pain points of consumers in product design, meet the invisible needs of consumers and enterprises, and design novel and practical products. Help enterprises shape a distinctive brand image, improve the added value of products and market competitiveness, and help enterprises achieve commercial success. Creativity and inspiration come from rich accumulation and humanized life experience.

At the same time, some matters should be paid attention to when designing creative products: 1. Pay attention to breaking market practices. When designing innovative creative products, we must break the traditional market design. In order to break the market practice and display it in a shocking way of publicity, this will promote the promotion of products to achieve the effect of deepening people's hearts. 2. Pay attention to product design and technology. Therefore, it is not only necessary to combine product design and technology during the use process, but also not to violate the normal use of product functions and only see creativity. Therefore, successful innovative product design should be combined with product design and technology to complement each other. Form a successful innovative product design to achieve the ideal publicity effect.