유튜브 썸네일 디자인 요소의 효과

The expansion of video platforms on social media has intensified competition for attention-grabbing content. Thumbnails, as tools of persuasive communication, must be strategically designed for the success of the content. At present, research on the creation of video thumbnails is notably lacking. Thus, this study conducted an empirical analysis of design elements in video thumbnails from the top YouTube creators in South Korea. This study conducted a quantitative content analysis of visual and verbal elements in 300 YouTube thumbnails. Visual elements included focus, framing, and color, while verbal elements consisted of text. The research findings revealed that the engagement differed depending on the type of design elements. In regards to focus, views, likes, and comments were higher for thumbnails emphasizing people rather than objects. Regarding the frame, views, likes, and comments were higher for medium shots compared to wide shots. As for the color, views, likes, and comments were higher for basic colors compared to modified colors. In terms of text, views, likes, and comments were higher for texts that emphasized the content of the video compared to those that emphasized the title or those without any text. YouTube thumbnails, like advertising, are an important persuasive communication tool that convey images and messages. This study theoretically contributes to existing literature by empirically analyzing the effects of video thumbnails based on design elements. Future research that addresses the limitations of this study could further enhance related theories.