The purpose of this paper is to analyze the aesthetic evolution and visual representation mechanism of Guilin Nuo Mask from the perspective of memetics, and provide new ideas and directions for the design, promotion, transmission, inheritance and development of Guilin Nuo mask. This study follows the diachronic changes in the form, concept and aesthetics of Guilin Nuo mask, and analyzes it as a meme complex. Through the filter model of selective attention and the life cycle theory of meme transmission replication, the transmission experiment is carried out to screen the strong memes with high identification and continuous strengthening, and the weak memes with low identification and gradually weakening, and analyze their visual representation mechanism. Therefore, a strong and weak meme matching strategy is proposed to carry out design innovation. The conclusion of this paper is that through the interpretation of the connotation and design innovation of Guilin Nuo mask meme complex, it explains the visual representation and aesthetic turn of Guilin Nuo mask in the development and evolution process, and strengthens the transmission and inheritance ability of weak memes on the basis of maintaining the stable visual communication ability of strong meme groups such as artistic modeling, material process, engraving decoration and color expression. It also integrates modern aesthetic needs, realizes the new breakthroughs in visual design, endows it with new cultural and artistic values, makes Guilin Nuo mask glow with new cultural creativity, and also provides a feasible way and method for the effective inheritance and innovation of regional national culture under new opportunities.