AbstractThe evolution of Internet technology has led to an increase in online users. This study focuses on the pivotal role of visual elements in web content conveyance and their impact on user browsing behavior. Therefore, the use of visual elements in web design based on big data has aroused widespread concern among web designers, they apply visual elements to their web design works to make the web more attractive. This study examines the composition and distribution characteristics of key visual elements identified through user behavior data in a big data environment and discusses the use of visual elements in web design in the era of network economy. In addition, this paper issued 200 questionnaires to investigate the degree of attention to visual elements in web pages for users of different occupations and different educational backgrounds. Our survey indicated that visual elements captured the attention of 41% of corporate employees, whereas a mere 1% of social welfare workers focused on web content; 36% of undergraduates pay attention to visual elements of web pages, but only 5% and 4% of postgraduates and doctoral degrees and above. Therefore, the visual elements of the designed web page need to conform to the user's cultural background and professional background.