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.