所谓平面设计是指通过视觉符号作为表现形式,通过图片、文字、符号等来传达一定的设计理念或者思想,也可以说是在创造艺术。而平面广告设计则是根据消费者的视觉审美喜好来对上述视觉符号进行有机组合,使设计能够在消费者心中留下更深的印象,从而加大对于产品的宣传力度。而视觉符号在平面广告设计中则发挥着不可替代的作用,本文对视觉符号在平面广告设计中的重要性、作用和传播途径等进行分析。 The so-called graphic design refers to the visual symbols as a manifestation, through pictures, words, symbols, etc. to convey a certain design concept or idea, it can be said is to create art. The print ads design based on the visual aesthetic preferences of consumers to visual combinations of these visual symbols, so that the design can be left in the minds of consumers a deeper impression, so as to increase the promotion of the product. The visual symbols play an irreplaceable role in the design of print ads. This paper analyzes the importance, function and transmission of visual symbols in the design of print ads.