当前社会发展呈现多元趋势,大众消费时代已经正式来临,异彩纷呈的广告已经融入到社会生活的诸多领域。在平面广告设计中,图形创意的有效应用不仅能够更加精准的展示广告设计者的设计主题及意图,可以让观者在极短的时间里获取大量信息,同时还能够让观者获得更好的视觉体验。本文从图形创意的内涵及其特征着手,对图形创意在广告设计中的作用进行分析,研究广告设计中图形创意的表现及其应用。 At present, the social development presents a pluralistic trend. The mass consumption era has officially come into being. The colorful advertisements have been integrated into many fields of social life. In print advertising design, the effective application of graphic creativity not only shows the design theme and intent of advertisement designer more accurately, but also allows the viewer to obtain a large amount of information in a very short period of time and at the same time, Visual experience. This article starts from the connotation and characteristics of graphic creativity, analyzes the function of graphic creativity in advertisement design, and studies the performance and application of graphic creativity in advertisement design.