온라인 동영상 플랫폼 브랜드 로고의 시각적 요소 분석-세계시장 점유율 Top 10 브랜드를 중심으로-

초록

The purpose of this research is to present the theoretical basis for visual elements of online video platforms and general product brand logos. The scope and stimuli of the study were selected based on theoretical considerations. The visual elements of logo design were considered. After the survey, the corresponding sample statistical (T-test) analysis and correlation analysis were conducted. The results are as follows. First, demographic research was conducted. As a result of demographic research, 80% of paid viewers of online video platforms were between the ages of 18 and 28. Secondly, the study found that 10 visual elements have a significant difference when compared with the general product logo: Classic, Modern, Cheerful, Self-Assured, Noble, Faithful, Unique, Helpful, Zealous, and Obvious. Thirdly, among the visual elements of the online video platform logos, the element that differed the most from the general product brand logos was found to be uniqueness. The logo of an online video platform should be a logo with a unique character that would attract the attention of users within a short period of time. This would make it stand out more than other video platforms in the same category. On the other hand, among the visual elements of the general product brand logos, the element that differs the most from the online video platform logos was found to be classicality. General product brands have a long brand history and culture, unlike online video platforms with a short brand history and main users in their teens or twenties. Because they target a wide range of audiences, the logo should represent classicism that’s faithful to the basics. Such research results suggest that the visual elements that users view on online video platforms and regular product brand logos are different. When designing a logo for an online video platform, a designer should consider the elements required differently than for a regular product brand.

키워드