블록체인 디지털 자산 거래 플랫폼 인터페이스 시각 구조와 신뢰 구축 연구 — 도상해석학의 확장 적용과 개념 은유 이론의 비교 분석 — = 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

다국어 초록 (Multilingual Abstract)

With the expansion of blockchain technology, digital asset trading platforms are evolving from simple transaction tools into integrated gateways to digital finance. While existing financial UI research mainly focuses on efficiency and usability, the role of interfaces in trust construction within decentralized environments remains underexplored. In this context, the interface visual structure becomes a key medium through which users interpret technological systems and develop trust. This study examines four representative digital asset trading platforms—Binance, Coinbase, OKX, and Upbit—by integrating iconology and conceptual metaphor theory. The results show that platforms commonly employ vertically hierarchical layouts and modular segmentation to translate complex on-chain logic into readable interface order. Visual styles construct images of technological authority and stability, while hierarchical layouts and data arrangements make abstract digital assets visually concrete. These findings indicate that platform interfaces function not only as operational tools but also as structural mechanisms for digital order and trust construction.