Architects have witnessed the development and evolution of digital architectural reference platforms and the changes in their attitudes towards the reference platforms. To verify this hypothesis, this study investigates the organizational characteristics of architectural reference platforms from analog to digital formats, and analyzes how users produce and consume architectural references on the digital architectural platforms. As a result, the findings are as follows: First, due to changes in visual reference and web technologies, digital architectural platforms have been continuously developed and evolved. Second, it is now possible for users to obtain a variety of information via digital architectural platforms, as opposed to analog platforms. Third, Pinterest as the most evolved platform, has focused more on images themselves than on texts, and thereby users have re-organized and re-spreaded information obtained from image searches on Pinterest. Accordingly, the evolution of web content management on the platforms has gradually led to the changes in users’ attitudes of production and consumption towards the reference platforms, and moreover, caused not only to visually reshape the layout and organization of digital architectural reference platform, but also to accelerate the reproduction of image information.