Graphics can be understood as all pictures and patterns except photography. With its unique phenomenal power, graphics show unique visual charm in layout composition. Graphics is an important material in plane elements to form advertising personality and improve visual attention. Graphics can subconsciously affect the communication effect of advertisements. Graphics occupy an important page, and some even occupy the whole page. Graphics can often attract people's attention and stimulate their interest in reading. Graphics give people a better visual impression than words, and graphic symbols are used reasonably. 1, graphic design language as a design language, we should pay attention to make it clear. In the treatment, we must grasp the main features and pay attention to the details of key parts. Otherwise, it is a hundred miles away. Such as apples, tomatoes, oranges and so on. They are all about the same size, but in fact they are quite different, depending on their different characteristics in processing. The graphic expression of creativity is to give full play to imagination and creativity and visualize imagination and ideas through in-depth thinking and systematic analysis of creativity center. This is the last link and the key link of creativity. From how to analyze and think to how to express. Due to the unique social labor and language of human beings, people's conscious activities have reached a highly developed level. People's thinking begins with knowing appearances, then records the appearances in their brains to form concepts, and then generalizes and fixes these concepts from real life experience, so that various objects and processes in the external world and even their own thinking world can produce their own corresponding images in their brains. These influences are separated from direct external relations and maintained and operated independently of thinking. These impressions are based on narrow language, but they are also expressed in a wide range of languages, such as visual graphics, body movements and music. Strange, different and strange graphics are not the goal pursued by designers, but easy-to-understand, concise and lively graphic language is a necessary condition to achieve strong visual impact, which is conducive to the public's understanding, understanding and memory of advertising themes. In a certain artistic philosophy and visual principle, creativity runs through Wan Li's imagination and artistic creation for thousands of years. Creativity, as a complex and interesting thinking activity, appears in the form of visual image in the current graphic creativity and advertising design, and has a certain creative form. 2. The essential relationship between graphic design and symbols. Graphics itself is a symbolic image in visual space design, and it is a more direct and accurate communication medium in the process of visual communication. It plays an important role in communicating people, culture and information. In graphic design, the application of semiotics affects the expression of thinking in images in graphic design. It is precisely because of its existence that the information transmission of graphic design is more scientific and accurate, and the expression techniques are more colorful. The famous Italian symbolist Eco proposed that a symbol should be defined as anything like this. According to the established social habits, it can be regarded as something that represents other things-a symbol X represents a nonexistent Y, and the idiom "Goose Mud with Red Paws" vividly and accurately expresses the concept of a symbol. The paw prints left by a swan goose in the mud and snow let people know the fact that a swan goose passed by here, and can infer information such as size from it. Paw prints are symbols X, Hongyan is not Y, and semiotics is a science that studies the laws of symbols. At the competition venue, the designer painted the corner walls with black and yellow stripes to remind drivers to concentrate and be alert to accidents. This is because whenever people see black and yellow stripes, they will unconsciously feel fear and vigilance. This feeling may not only come from the visual characteristics of the pattern color itself, but also be related to the association of black and yellow stripes with animals that may bring danger to people, such as tigers or bees. People's fear and vigilance against such graphics is a continuation of people's fear and vigilance against tigers or bees in their life experiences. The same green color often makes people feel relaxed and happy, as if being in dense jungle and fresh air, and life can grow healthily in the natural environment. Therefore, green is more applied to the design theme of life fields such as medicine and environmental protection. Graphic design itself is the expression of symbols, designers use it to convey their own thinking process and conclusions to the audience, so as to achieve the purpose of guidance or persuasion; In other words, through the designer's works, let the audience use their own experience to confirm and finally understand the thoughts and feelings that the designer wants to express. Obviously, graphic design works, as an intermediate medium, act as the symbol of designers' thoughts and feelings at this moment, and whether the information expressed by this symbol can be accepted and recognized accurately, quickly and effectively by the viewer becomes the symbol of the success of the design works. This is determined by the accuracy and effectiveness of the designer's choice, combination, transformation and regeneration of graphic symbols in the process of design thinking. It can be said that symbols are tools to express thoughts and feelings. The old adage "If a worker wants to be good at his work, he must sharpen his tools first" has a new interpretation here. As early as the Spring and Autumn Period and the Warring States Period, Zhuangzi, a famous thinker in China, pointed out in his book "Zhuangzi Waipian" that "the speaker thinks too much and forgets to be proud of himself", that is, there is a relationship between representation and representation between language and things. Language is the representation of things, and things are the representation of language. The task of language is to convey the information of things, and the function of language is to convey information. A symbol is something that uses a certain medium to express or indicate things. In fact, it is a process of symbolizing the world, and thinking is nothing more than an operation process of symbol selection, combination, transformation and regeneration. So it can be said that people think with symbols, and symbols are the main body of thinking. The purpose of graphic design is to convey information. Undoubtedly, the planning of font position, proportion and relationship in two-dimensional space is also a thinking process, but at the same time it is not a thinking process in the usual sense. The three types and levels of symbols are related to the objects they refer to (that is, the things or fields they point to and involve). At present, in the field of symbol theory research, it is generally believed that symbols can be divided into the following three different types, which are also the three levels of symbols. Image symbols are formed by simulating objects or their similarities. Such as a portrait, is a symbol of someone's image. People have an intuitive perception of it, which can be identified by the similarity of images. An indicator (index) indicates that there is a causal or spatio-temporal correlation between the indicator and the referred object. Such as road signs, are indicators of roads; Doors are indicators of building exits. There is no inevitable or internal connection between the symbol and the object it refers to, but the result of convention. The object it refers to and the acquisition of relevant meaning are the associations generated by many people's feelings for a long time, that is, social customs. For example, red represents revolution, and peaches are a symbol of longevity in the eyes of China people. Layout graphic design itself is the expression of symbols, and designers use it to convey their own thinking process and conclusions to the audience in order to achieve the purpose of guidance or persuasion; In other words, through the designer's works, let the audience use their own experience to confirm and finally understand the thoughts and feelings that the designer wants to express. Obviously, graphic design works, as an intermediate medium, act as the symbol of designers' thoughts and feelings at this moment, and whether the information expressed by this symbol can be accepted and recognized accurately, quickly and effectively by the viewer becomes the symbol of the success of the design works. This is determined by the accuracy and effectiveness of the designer's choice, combination, transformation and regeneration of graphic symbols in the process of design thinking. It can be said that symbols are tools to express thoughts and feelings. The old adage "If a worker wants to be good at his work, he must sharpen his tools first" has a new interpretation here. The variable thinking of grasping symbols is a category of time and space. As a narrow personal thinking, it is as long as life and explores different living spaces. As a thinking activity of human society in a broader sense, it has universal significance of eternity and applicability to all involved spaces. As the main body of thinking, symbols are also changeable in the transformation of time and space. ■ Different time and space make a specific symbol have different reference objects; ■ Different symbols refer to the same thing in different time and space/lunwen/75/156/lw _16647.html.