从笔触到故事——小红书海报的手书体字视觉传达与叙事
From Brushstrokes to Stories—Visual Communication and Narrative of Handwritten-Style Characters in Rednote Posters

文章旨在探究小红书海报手书体字在数字时代视觉传达与叙事的新范式。基于平台特性与用户需求，剖析手书体字的概念、应用形式，并从物质性、情感与文化维度解构其叙事功能。研究发现，手书体字在小红书海报中应用广泛，以标题手写呈现、文案手写融入、装饰性手绘元素点缀等形式出现。在叙事功能上，通过触觉可视化和空间肉身化完成物质性叙事，精准传递深层情感，承载地域与文化内涵。然而，其面临景观化导致信息失真、同质化削弱独特性、要素冲突增加认知负荷等挑战。研究结论为，手书体字虽契合小红书社区文化且具创新潜力，但需设计者遵循适度与协调原则，平台激励原创和文化挖掘。通过设计策略优化与平台机制调整，实现其在小红书海报领域的可持续发展，提升平台视觉与文化品质，为数字时代视觉传播提供新思路。
This paper aims to explore the new paradigms of visual communication and narrative of handwritten-style characters in Rednote posters in the digital age. Based on the characteristics of the platform and user needs, it analyzes the concept and application forms of handwritten-style characters and deconstructs their narrative functions from the material, emotional, and cultural dimensions. The research finds that handwritten-style characters are widely used in Rednote posters, presented in the forms of handwritten titles, handwritten copy integration, and decorative hand-drawn element embellishments. In terms of narrative functions, they complete material narrative through tactile visualization and spatial embodiment, accurately convey deep emotions, and carry regional and cultural connotations. However, they face challenges such as information distortion caused by spectacularization, weakening of uniqueness due to homogenization, and increased cognitive load resulting from element conflicts. The research concludes that although handwritten-style characters are in line with the community culture of Rednote and have innovative potential, designers need to follow the principles of moderation and coordination, and the platform should encourage originality and cultural exploration. Through the optimization of design strategies and the adjustment of platform mechanisms, sustainable development in the field of Rednote posters can be achieved, enhancing the visual and cultural quality of the platform and providing new ideas for visual communication in the digital age.