The Pyramid Principle is a particularly effective and practical tool for developing creative representation in advertising. From the pyramid principle, we can gain insight into the thinking process of advertising designers, and what logic is used to develop creativity.

From the pyramid structure, it can be seen that the creativity of advertising is second only to the top of the pyramid. The pyramid principle of creativity is divided into three levels, the first layer is information, which involves a wide range, including internal information of enterprises, competitive enterprise intelligence and economic environment information. These all-encompassing information are individual statistics for reference only, and should not be applied in general terms. They must undergo a second level of careful analysis. This level involves a wide range of categories, must use statistics, psychology, economics and sociology, etc., after analysis and evaluation, there is the emergence of the third level of advertising creativity. Only through the extension of these levels of creativity are the driving force to play advertising effect, is the advertising strategy.