The Influence of Short Videos on User Cognition in Visual Communication

At present, with the rapid development of new media technology and mobile communication technology, the way people collect information content has also changed significantly, and the development from graphic content to video content has become the mainstream. Short video, as a form of media presentation, is favored by users with its visual content, real-time interaction and personalized expression. At the same time, the visual presentation of short video plays a more and more important role in shaping users' cognition, attitude and behavior. This paper deeply discusses the impact of visual expression of short video content on users' cognition by focusing on users' needs.