设计创作活动中最为关键的因素为设计构思,或称设计思维,这其中有诸多种类,“启发式”设计思维在标志设计中具有独到的价值,如最大限度的达到易于识别、有效差别化、便于传播等,这有利于商品品牌形象的塑造,文章从启发式思维的三个案例入手,分析其表现形式与最终效果,以期对创作者今后的实践操作提供些许启示。 Design creative activities, the most crucial factor for the design concept, or design thinking, of which there are many types, “heuristic ” design thinking in the logo design has unique value, such as maximum to achieve easy identification, effective difference This is conducive to the shaping of the brand image of goods. Starting with the three cases of heuristic thinking, the article analyzes its manifestations and the final results so as to provide some inspiration to creators’ future practice.