中国书法是我国传统文化中重要的一部分,而汉字是书法的基本要素,它是中华民族的骄傲,具有悠久的历史。在现代的平面广告设计中,很多设计师已经考虑到设计产品与传统文化因素的融合,因此,平面广告设计人员在设计过程中加大对传统文化中汉字元素的研究和应用,对于彰显我国文化内涵、提高设计的创新性都是十分有必要的。 Chinese calligraphy is an important part of Chinese traditional culture. Chinese characters are the basic elements of calligraphy. It is the pride of the Chinese nation and has a long history. In the modern print ads design, many designers have taken into account the integration of design products and traditional cultural factors, therefore, print ads designers in the design process to increase the traditional Chinese characters in the study and application of elements to highlight our culture Connotation, improve the design of innovative are very necessary.