A Study on the Interface Visual Structure and Trust Construction of Blockchain Digital Asset Trading Platforms: A Comparative Analysis Based on the Extended Application of Iconology and Conceptual Metaphor Theory

Key Points

• This research aims to explore how the visual structure of digital asset trading platforms fosters trust among users in a decentralized environment.
• Comparative analysis of visual structures in Binance, Coinbase, OKX, and Upbit.
• Application of iconology and conceptual metaphor theory to evaluate interface characteristics.
• Examination of three levels: formal structure, cultural meaning, and metaphor mapping.
• Platforms utilize a vertical hierarchy and modular zones to transform complex on-chain logic into readable interfaces.
• Visual characteristics convey images of technical authority, institutional rationality, and stability through color and style.
• Interfaces contribute to building trust beyond basic operational functions, emphasizing their role in maintaining a digital order.