Narrative Strategies and Effect Evaluation of Dynamic Visual Design in New Media Communication
Main Article Content
Abstract
With the rapid development of new media technologies, dynamic visual design has expanded traditional communication forms by integrating images, animation, interaction, and narrative logic into digital content presentation. This paper systematically analyzes the narrative strategies of dynamic visual design in new media communication, including symbol coding, time-space reconstruction, interactive guidance, and emotional resonance. A “strategy-process-effect” evaluation framework is constructed, with cognitive effect, emotional effect, and behavioral effect selected as core indicators. Typical cases are examined through questionnaire surveys, eye-tracking experiments, and statistical data analysis to compare the communication effects of different narrative strategies. The results show that the interactive guidance strategy performs best in improving user participation and information memory depth, while the emotional resonance strategy significantly promotes behavioral transformation. Rhythm control and symbol adaptability of dynamic visual elements directly affect communication effectiveness. The study provides theoretical support and practical guidance for optimizing dynamic visual design schemes, improving visual information transmission efficiency, and enhancing narrative performance in new media communication environments.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
X. Yuan, “Information Dissemination in the Mobile Internet Era,” Shandong Industrial Technology, vol. (21), pp. 2, 2014.
N. Wang, M. Zhou, X. Xiao, and Y. Ji, “Research on the Reform of Practical Teaching in Visual Communication Design Major,” Educational Theory and Practice, vol. 44, no. 27, pp. 61-64, 2024.
H. Wang, “The Application of Multimedia Technology in Visual Communication Design,” Shoe-making Technology and Design, vol. (004), pp. 000, 2022.
X. Zang and S. Ma, “How to Realize the Innovative Development of Multimedia Technology and Visual Communication Design Teaching,” 2021; (2017-9):360-360.
Z. Tang, “Research on the “Cross-border” Innovation of Visual Communication Design from the Perspective of Digital New Media,” Shoemaking Technology and Design, vol. 5, no. 17, pp. 21-23, 2025.
W. Li and W. Li, “The New Visual Paradigm of Advertising Art Under the Background of Digital Media,” Screen Printing Industry, vol. (1), pp. 92-94, 2024.
Y. Li and L. Zhong, “Analysis of Narrative Design Methods Based on Dynamic Situation Assumptions,” Art and Design: Theory Edition, vol. (8), pp. 3, 2013.
Z. Wei and T. Zhang, “Discussion on Information Visualization Design Based on Narrative Logic,” Popular Literature and Art: Scientific Education Research, vol. 000, no. 012, pp. 31-32, 2021.
J. Liu, “Situation Empowerment-Research on Brand Visual Design Under Scenario-based Narrative,” Central Academy of Fine Arts, 2020.
J. Wang, “Exploration of Practical Paths for Artificial Intelligence Empowering Dynamic Poster Design,” 2025; (6):27-29.
H. Liu and Q. Chen, “The Innovative Path of E-commerce Marketing Empowered by Digital Media Art in the Digital Economy Era,” E-Commerce Letters, pp. 14, 2025.
X. Wang, “Exploration of the “Complementary” Characteristics in the Transformation of Visual Communication Design,” Design, vol. (21), pp. 2, 2016.
D. Wei, “Research on the Visual Language Expression of Dynamic Graphic Design,” Art Grand View, vol. (26), pp. 63-64, 2020.
C. Li, J. Zhang, and X. Zhao, “The Development of Digital Media Technology and Its Application in Radio and Television and Other Fields,” Satellite TV & Broadband Multimedia, vol. (12), pp. 3, 2020.
C. Liu, “A Brief Discussion on the Application and Development of Digital Media Technology in the Field of We Media,” Microcomputer, vol. 000, no. 4, pp. 3, 2024.
X. Li, “The Application and Development of Digital Media Technology in Urban Space,” China New Communications, vol. 24, no. 16, pp. 104-106, 2022.
X. Wang, T. Han, and X. Cai, “The Application Performance of Dynamic Graphics in the New Media Environment,” Art and Design: Product Design, vol. (12), pp. 46-48, 2020.
J. Han, “Visualization Design of Yantai Cultural Tourism Information from the Perspective of Digital Media,” Yanhuang Geography, vol. (11), pp. 132-134, 2024.
H. Liu, “The Application Value of Visual Dynamic Design in New Media Advertising,” Journalism Front, vol. (6X), pp. 2, 2015.
Z. Li, “The Application of Visual Dynamic Design in New Media Advertising,” Electronic Technology & Software Engineering, vol. (4), pp. 1, 2019.
J. Hai, “The Integration of Visual Communication Art Design and Traditional Culture in the New Media Era,” 2025.
A. Shaw, “Graphic Design in Motion,” Graphic Design in Motion, 2018.
X. Liao, “What is New Media? Modern Communication: Journal of Communication University of China,” 2008; (5):5.