Influencia de la calidad visual de las carátulas en la preferencia de pódcast

Abstract

In an information scenario defined by the abundance of options, the persuasive capacity of graphic design helps to guide the user's decisions and participates, therefore, in the effectiveness of the message. At the same time, in recent years there has beena significant growth of the podcast, a sound product in whose identity the visual features acquire a notable importance. This study focuses on the interaction between these two communication disciplines to analyze whether the visual quality of podcast covers conditions the preference of the public (both positively and negatively: that is, choice and discard). The methodology combines two techniques: an expert judgment of four graphic design professionals to evaluate the quality of the stimuli and a quantitative survey that shows 12 covers of the Podium Podcast platform. With a final sample of 186 participants, the research reveals three main conclusions: there is no significant correlation between the visual quality of the covers and the response of the subjects, except in the rejection of those clearly worstvisual proposals; perception is conditioned by the confluence of multiple variables, such as the title or content of the program or its popularity, criteria that are more important than graphic design and help to understand the diversity of opinions; and, finally, there is a certain influence of the level of knowledge about visual communication on the appreciation of the graphic quality of the product.