| abstract |
| Background OTT platforms induce content selection by concisely conveying the core message of the content, and in this process, thumbnails function as key information. Thumbnails are content that concisely convey the mood and molecules of the content, influencing whether users click and watch.
Methods This study classified the content thumbnails of OTT platforms into six types of expressions based on the visual expression composition method: person-centered, scene-centered, object-centered, person-scene-centered, person-object-centered, and scene-object-centered, and empirically analyzed how users perceive and prefer each type. To this end, attention, favorability, and participation were set as evaluation factors, and a survey was conducted targeting 90 actual OTT users.
Result As a result of the analysis, the [Person/Scene-Centered] and [Person/Object-Centered] types recorded the highest average scores in terms of attention, favorability, and participation, indicating that the complex visual expression type was preferred. On the other hand, the [Person/Scene-Centered] and [Scene/Object-Centered] types showed relatively low scores.
Conclusion It suggests that the combination of complex visual elements in thumbnail design induces higher visual attention and emotional favorability from users than a single visual element, and also has a positive effect on the intention to participate in content. This study suggests a user-centered visual expression direction in establishing thumbnail strategies for OTT platforms, and is expected to be used as basic data for establishing practical design standards in the future. |
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| Key Words |
| OTT 플랫폼, 썸네일 표현 유형, 사용자 선호도, OTT Platform, Thumbnail Expression Types, User Preference |
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