封面图像给读者带来第一视觉印象,是期刊的视觉吸引力所在,“互联网+”的时代背景下,封面图像必须与时俱进,适应多屏转载的全媒体传播要求,此时的视觉思维作为一种与言语思维、逻辑思维不同的创造性思维,无疑是把握读者视觉心理的一把利器。本文对《中国广告》1994年1月-2016年9月间的225期封面图像进行整理归纳,并从视觉思维的角度入手,以格式塔心理学为基点,试图对封面图像的视觉要素文字、色彩、图像、构图及其与视觉思维的关系做出系统的剖析和解读,为《中国广告》封面图像设计实践提出一些可资借鉴的观点。 Cover image to the reader to bring the first visual impression is the journal’s visual appeal lies, “Internet + ” era background, cover images must keep pace with the times, to adapt to multi-screen reproduced all media requirements, this time As a kind of creative thinking different from verbal thinking and logical thinking, visual thinking is undoubtedly a sharp weapon to grasp the reader’s visual psychology. This paper summarizes the 225 cover images of “China Advertising” from January 1994 to September 2016, and from the perspective of visual thinking, takes Gestalt psychology as the starting point, tries to analyze the visual elements of cover images, Color, image, composition and its relationship with the visual thinking to make a systematic analysis and interpretation of the “China Advertising” cover image design practice put forward some lessons for reference.