随着我国迈入数字化时代,我国的漫画产业也得到了一定的发展,尤其是数字动画广告在这种形势下顺势而生。数字动画凭借自己先进的科技手段和创造的独特视觉效果被广泛的应用于广告创意设计之中,并且这种形式成为当代新型广告创作的有效手段之一。而想要创造出更具有鲜明特色和创意的广告则取决于设计者的理性思维和感性思维。本文就是探究数字动画广告设计的理性思维与感性的运用。 With our country entering the digital era, China’s comic industry has also been some development, especially in digital animation advertising homeopathy in this situation. Digital animation is widely used in creative design by virtue of its own advanced technology and unique visual effects, and this form has become an effective means of creating new contemporary advertising. And want to create more distinctive features and creative advertising depends on the designer’s rational thinking and emotional thinking. This article explores the use of rational thinking and sensuality in digital animation design.