图形设计历来就是人类用来交流感情和表达思想的一种方法,在平面广告设计中,图形是最基本的传达工具。把图形称为形态语言,是因为设计中的图形和其他语言一样,都是主体与外界进行交流、沟通的形式。在图形广告中,这种语言借助视觉元素,如点、线、面以及色彩等形成的某种状态和形象,并通过视觉感受而进行交流,在不同的国家或地区都会有不同文化上的差异,对于不同的地区,创意需要因地制宜。但是,一个好的创意,是可以跨越地域的界限和文化的差异。以下我们来探讨一下形态语言在广告设计中的运用。 Graphic design has always been a way for human beings to exchange feelings and express ideas. Graphic design is the most basic communication tool in print design. The graphics are called morphological languages ​​because the graphics in the design are the same as the other languages ​​and they are all forms of communication and communication between the subject and the outside world. In a graphic advertisement, this language utilizes visual elements such as point, line, surface and color to form some kind of state and image and communicate through the visual experience. There are different cultural differences in different countries and regions For different regions, creativity needs to be adapted to local conditions. However, a good idea can cross the boundaries of the region and cultural differences. The following we explore the use of morphological language in advertising design.