招生宣传品是高校招生宣传及推广的重要介质。随着高等教育不断发展,招生严峻形势日益加剧,招生宣传品的种类不断推陈出新,试图通过自身的创新在生源竞争的漩涡中取得先机,在实际招生活动应用中都能发挥其积极作用;把握市场的能力与危机意识同样是招生工作应当具备的基础素养,在宣传品的设计应用上离不开革新,根据科技的改变和不同年代考生的喜好作出相应变化,创意的设计理念是招生宣传品创新的源泉和动力。 Enrollment publicity materials is college enrollment and promotion of an important medium. With the continuous development of higher education, the grim situation of enrollment is getting worse day by day. The types of admissions propaganda are constantly being innovated, trying to gain the upper hand in the whirlpool of students’ competition through their own innovations and playing an active role in the application of actual enrollment activities. Market capacity and crisis awareness is also the basic literacy that enrollment work should have. It can not be separated from innovation in the design and application of publicity materials. Corresponding changes are made according to the change of technology and the preferences of candidates in different ages. The creative design concept is to enroll publicity materials Source of innovation and motivation.