AR 기반 스포츠 중계의 시각 정보 디자인 요소 연구 - 사용자의 경기 몰입도와 이해도를 중심으로 -

Background As augmented reality technology has been introduced into sports broadcasting, limitations have emerged in conveying game information and strategic flow through traditional 2D-based visual information design. This study aims to identify visual information design elements suitable for AR-based broadcasting environments and to examine their effects on user experience. Methods Through a review of existing theories and expert interviews, six key elements—structure, consistency, responsiveness, timeliness, alignment, and immersion—were derived. Subsequently, AR-based live broadcasting cases in major team sports, including football, basketball, American football, and baseball, were analyzed. In addition, a user survey involving 120 participants was conducted to verify the conceptual validity, practical applicability, and user acceptance of these design elements within AR sports broadcasting environments. Results The findings revealed that structure and consistency improved game comprehension, while responsiveness, timeliness, and immersion enhanced user engagement and intention for reuse. However, excessive information sometimes hindered immersion, whereas personalized features in NBA CourtVision received the most positive evaluation. These results indicate that effective AR sports broadcasting design supports game understanding through structural stability and strengthens user experience through real-time responsiveness and immersive presentation. Furthermore, the study highlights the necessity of expanding toward personalized, data-driven interfaces. Conclusion This study demonstrates that visual information design in AR-based sports broadcasting cannot be explained merely as an extension of traditional 2D elements. Excessive information presentation was found to impede immersion, emphasizing the need for personalized information delivery. In other words, enhancing both cognitive understanding and emotional engagement requires context-aware, user-tailored visualization as a core design direction for future AR sports broadcasting.