세로형 영상 콘텐츠의 디자인 레이아웃 및 시각적 정보 전달 연구-인지심리학적 평가를 통한 세로형 광고 콘텐츠 분석-

A study on the Design Layout and Visual Communication of Vertical Video Content-Analyzing Vertical Advertising Content through Cognitive Psychological Evaluation-

As the digital media landscape rapidly transitions toward mobile-first consumption, vertical short-form video content has emerged as a global standard on platforms like TikTok, Instagram Reels, and YouTube Shorts. This shift significantly impacts consumer behavior and advertising strategies, with vertical video ads achieving higher click-through rates (CTR) and conversion rates than traditional horizontal formats. Despite this trend, previous research has predominantly focused on advertising metrics, with limited exploration of how design elements influence user cognitive processes. This study systematically examines the influence of vertical video layout and visual design elements—including button placement, color contrast, and subtitle positioning—on users' attention, comprehension, memory recall, and engagement. Employing cognitive psychological principles such as the Primacy Effect and Fitts' Law, it analyzes real-world advertising cases from major platforms. Results indicate that strong visual contrasts, strategic placement of call-to-action (CTA) buttons, and clear subtitle positioning significantly boost viewer engagement and comprehension, while repeated exposure to brand elements effectively enhances memory recall. This study provides practical guidelines for advertisers to optimize vertical video content by integrating cognitive psychology principles, tailored visual designs, and precise targeting strategies.