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设计属于人类的精神意识活动,是创作思维的体现,创意是设计的灵魂,也是广告作品能够出奇制胜取得良好传播效果的关键。在平面设计过程中,对于设计师的思维灵活性要求比较高,要求他们能够运用文字、色彩、图形等元素来表现产品特征,传达广告意图,达到向观众宣传信息,进行产品推广的目的。平面广告在通常意义上来讲按照是否盈利区分为两种:商业广告和公益广告,商业广告以赚取经济利益为目的,公益广告把为社会服务当做初衷,虽然目的不同,但是传播信息的形式和手段相同,新颖的创意都是两种形式的广告设计的关键因素。
The design of mental consciousness belongs to human beings. It is the embodiment of creative thinking. The creative idea is the soul of design. It is also the key point that advertising works can surprisingly win the good communication effect. In the process of graphic design, designers have higher requirements on their thinking flexibility, requiring them to use the characters, colors, graphics and other elements to represent the product features, convey the advertising intent, and achieve the purpose of promoting information to the audience and promoting the products. In the usual sense, print ads are divided into two categories according to whether they make a profit or not: commercial advertisements and public service advertisements, and commercial advertisements aim at making economic profits. Public service advertisements regard social service as their original intention. Although the purpose is different, The same means, innovative ideas are the two key elements of advertising design.