随着移动互联网的普及和短视频平台的迅猛发展，短视频公益广告已成为社会公益传播的重要媒介形式。相较于传 统的广播电视媒体，短视频公益广告在叙事方式和传播方式上具有即时性与互动性，其色彩节奏和视觉张力能够迅速吸引受 众注意力并激发情感共鸣，对传播效果的提升有着明显影响。鉴于此，本文在对短视频公益广告的媒介特性与色彩设计要求 进行分析的基础上，从主题定位、节奏变化和受众心理等层面，探究短视频公益广告中色彩节奏的设计策略；从构图设计、 视觉元素和动态效果等层面切入，探讨短视频公益广告中视觉张力的构建方法，以期提升公益广告的传播效能与社会影响力。

With the popularization of mobile internet and the rapid development of short video platforms, short video public service announcements (PSAs) have become an important medium for social welfare communication. Compared to traditional broadcast media, short video PSAs, with their immediacy and interactivity in narrative and communication methods, as well as their color rhythm and visual tension, can quickly attract audience attention and evoke emotional resonance, significantly improving communication effectiveness. Therefore, this paper analyzes the media characteristics and color design requirements of short video PSAs, and explores the design strategies of color rhythm from the perspectives of theme positioning, rhythm changes, and audience psychology. It also examines methods for constructing visual tension in short video PSAs from the perspectives of composition design, visual elements, and dynamic effects, aiming to enhance the communication effectiveness and social impact of public service announcements.