The complex stacking of modern design elements. Experts have done the "experience frequency" statistics, and the results show that the audience will not spend too much time watching every detail of the advertising content. This requires that advertising, especially print advertising design should try to simplify the appeal information. In reality, many advertising works try to use rich design elements and complex creative forms to create a sense of mystery, or compulsively blend into certain cultural symbols, in order to arouse consumers' curiosity or taste desire, but they often fall into the quagmire of complex elements. This misunderstanding is manifested in two aspects: First, lengthy copywriting. Advertising designers use long paragraphs of language to describe products or content that has nothing to do with products. This way of looking forward to adding mystery and cultural connotation to products through the creation of artistic conception is everywhere in modern newspaper and magazine advertisements, but the effect is often unsatisfactory. The second is the complex stacking of graphics and elements. In print advertisements, "pictures" always occupy most or the whole picture of the advertisement, so the position of graphics and patterns in the advertisement picture is very important. At present, many advertising works are only completed through the complex stacking of graphics and elements. If this design is not well grasped, it will fall into a state of chaos, making consumers wonder why. Based on this, the graphic design of print advertisements should not be too complicated, not demanding everything, but should highlight the main appeal information, be concise and unique, seize the attention of consumers in the shortest time, and convey the commodity information. In fact, a good print advertising work can convey the theme through one or two simple graphics and elements, while simple and direct images are more suitable for the audience's viewing characteristics, and the effect will be more remarkable.

blindly pursuing international design style. In terms of brand packaging, many enterprises, even in domestic marketing, flatly give up local characteristics and blindly follow the "international style". This is usually a waste of money, and the marketing effect is greatly reduced. Mr. Gao Jun, the initiator of China Element and the chairman of Meigao Advertising, once pointed out very sharply the strange phenomenon in the advertising design field in China. "There is a phenomenon in the advertising field that we don't believe in our own things and think that we are not modern and authentic. Even some scholars think that the localized things are not authentic. This lack of self-confidence leads us to adopt a set of models of foreigners, but we can't get the essence. In China, the advertising market follows Western standards, and nothing is formulated by China himself. " Fan Fan, the design director, believes that China has a profound cultural heritage and a long history, which is an inexhaustible source of creativity. Therefore, we should re-recognize the importance of Chinese traditional cultural elements and reasonably apply them to modern print advertising design, so as to increase the cultural connotation and connotation of products and enterprises. This is also the reason why Fanfan will make use of local culture and combine with local commodity market, and focus on corporate brand marketing, and hope to lead the fashion trend through local culture.