Abstract. With the development of economy and society, art design has been extended to various fields of human production and social life. Especially in the fierce international market competition, innovation design has become an important factor to determine the market competitiveness under the circumstance that the products have no obvious difference in their use function and manufacturing quality. The cultivation of creative quality of students in art colleges and universities has become the primary task of training artistic design talents. This paper analyzes the creative ability and personality characteristics of art design talents, as well as the specific composition of creative qualities. It is emphasized that creative quality education is an important aspect of the overall quality training of art and design talents.