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A new creative design approach is put forward based on variable length gene expression and intuition models. The number of product requirements, the gene length expressing requirements, the structure of the product, and the correlation matrix are varied with individuation of customer requirements of the product. By research on the calculation mechanisms of dynamic variety, the approaches of variable length gene expression are proposed. The intuition process reflects that the thinking of human brain produces qualitative change. An approach of intuition simulation is used by Hebb learning law, Hopfield neural networks and crossover and mutation. The calculating models and the calculating formulas for the creative design are put forward. Finally, An example for the creative design of a solar energy portable lamp is given. The better results are obtained in the creative design.