AIGC 技术的兴起为新媒体艺术设计注入了新的创造机制，使色彩的生成与表达从经验审美走向智能生成。文章以 AIGC 技术为切入点，探讨智能生成机制下色彩在新媒体艺术设计中的运用逻辑与创作策略。通过系统梳理AIGC 在算法生成、 情感识别及多模态融合方面的应用路径，并从人机协同视角分析其对艺术创作过程的重构。AIGC 正推动新媒体艺术形成“算 法—感知—审美”三位一体的创作体系，艺术设计的核心由技术执行转向思维引导，为未来视觉艺术的智能化发展提供了新 方向。

The rise of AIGC technology has injected a new creative mechanism into new media art design, leading the generation and expression of colors from empirical aesthetics to intelligent generation. This article takes AIGC technology as a starting point to explore the application logic and creative strategies of color in new media art design under intelligent generative mechanisms. By systematically reviewing AIGC's application pathways in algorithm-based generation, emotional recognition, and multimodal integration, and analyzing its reconstruction of the artistic creative process from a human-machine collaborative perspective, it is evident that AIGC is driving new media art toward a "algorithm-perception-aesthetics" trinity creative system. The core of art design is transitioning from technical execution to conceptual guidance, offering new directions for the intelligent development of future visual arts.