新媒体视觉设计在档案资源推广与管理中的应用探析

Analysis of New Media Visual Design Application in Archival Resource Promotion and Management

摘要: 新媒体环境下，视觉设计已成为推动档案资源推广与管理创新的重要手段。本文以馆藏数字档案资源为核心研究对象，依托视觉传达、共情传播、媒介逻辑与数字叙事四种理论，系统分析了档案新媒体视觉设计的应用现状与突出问题，构建了涵盖海报设计、图文排版、信息可视化、短视频包装及平台界面设计等形式的应用体系。研究发现，当前档案新媒体视觉设计主要面临两层困境：一是内容表达层面，视觉风格单一且通俗性与专业性失衡；二是支撑保障层面，创作思路与传播模式固化，加之管理流程不规范、复合型人才短缺。针对这两层问题，本文提出分层应对策略：在内容表达层面，以创新设计理念突破风格固化，平衡专业性与通俗性；在支撑保障层面，以打造多元传播模式、规范运营管理制度、培育复合型人才三项举措协同发力，旨在通过视觉设计助力档案资源的高效推广与规范化管理。

Abstract: In the new media environment, visual design has become an important means to promote innovation in archival resource promotion and management. Taking digital archival resources in collections as the core research object, and relying on four theories: visual communication, empathic communication, media logic and digital narrative, this paper systematically analyzes the application status and prominent problems of visual design for archival new media, and constructs an application system encompassing poster design, graphic layout, information visualization, short video packaging and platform interface design. The study finds that current archival new media visual design mainly faces two levels of difficulties: first, at the content expression level, visual styles are monotonous and the balance between popularity and professionalism is disrupted; second, at the support and guarantee level, creative approaches and communication models are rigid, compounded by irregular management processes and a shortage of interdisciplinary talents. In response to these two layers of problems, this paper proposes stratified countermeasures: at the content expression level, break through style rigidity with innovative design concepts and balance professionalism with popularity; at the support and guarantee level, coordinate three measures: developing diversified communication models, standardizing operational management systems, and cultivating interdisciplinary talents, so as to facilitate the efficient promotion and standardized management of archival resources through visual design.