Tujia brocade is one of China's national intangible cultural heritages with high cultural and aesthetic values. This paper establishes a model for extracting cultural factors of Tujia brocade, constructs a knowledge map of Tujia brocade patterns and visualizes its design. Cultural factors can focus on the typical factors in the cultural system, and are widely used in cultural research and analysis and re-creation design. Knowledge map describes concepts and their relationships in symbolic form. The design is carried out through the elements of knowledge layer, structure layer, visual layer and user layer included in knowledge visualization. Firstly, the knowledge elements of Tujia brocade pattern are explored through literature review to construct its knowledge layer; secondly, the structural equation model is used to draw the knowledge mapping of the elements of Tujia brocade pattern to construct its structural layer; thirdly, the pattern, color, and semantic connotations in the knowledge map are extracted as design factors to construct its visual layer; and lastly, the hierarchical analysis is used to make decisions on the design factors of the visualization to construct its user layer. This study combines the “similar matching and regression clustering” of knowledge mapping with the “user-centered and iterative innovation” of design thinking, and through the organic fusion of Tujia brocade factors and the visualization design of knowledge mapping, it not only strengthens the cultural value-added of the design, but also contributes to the development of the heritage of the Tujia ethnic culture. Through the organic integration of Tujia brocade factors and knowledge map visualization design, it not only strengthens the cultural added value of the design, but also provides a reference for the inheritance development and innovation transformation of Tujia ethnic culture.