Complex stacking of modern design elements. Experts have done "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 advertisements, especially print advertisements, should be designed to simplify the appeal information as much as possible. In reality, many advertising works try to create mystery with rich design elements and complex creative forms, or forcibly incorporate some cultural symbols 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 large paragraphs of language to describe products or content unrelated to 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 advertisements, but the effect is often unsatisfactory. The second is the complex stack of graphics and elements. In print advertising, "picture" always occupies most or the whole picture of the advertisement, so the position of graphics and patterns in the advertising picture is very important. At present, many advertising works are only completed by the complex stacking of graphics and elements. If this design is not well grasped, it will fall into a state of chaos and make 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 commodity information. In fact, a good print advertisement can convey the theme through one or two simple figures and elements, while simple and direct images are more suitable for the audience's viewing characteristics, and the effect will be more remarkable.

Blind pursuit of international design style. In brand packaging, many enterprises, even in domestic marketing, flatly give up local characteristics and blindly follow the "international trend." This is usually a waste of money and the marketing effect is greatly reduced. Mr. Gao Jun, the founder of China Element and the chairman of Gaomei Advertising, pointed out the strange phenomenon in the field of advertising design in China very sharply. "There is a phenomenon in the advertising industry, that is, they don't believe in their own things and think that they are not modern and authentic. Some scholars even think that localized things are not authentic. This lack of self-confidence led us to adopt a model of foreigners, but we failed to get the essence. In China, the advertising market follows Western standards, and nothing is formulated by China himself. " Christine, 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 traditional cultural elements in China, 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, hoping to lead the fashion trend through local culture.