Cross‐cultural Comparisons on Psychosemantics of Icons and Graphics

Abstract

This study is to report a cross‐cultural comparison on perceptions of icons and graphics and their relationships. Data were ratings of 10 icons and 10 graphics against 21 bipolar semantic differential scales from 325 college students in three countries, Mexico, Columbia, and Japan. Cross‐cultural factor analyses resulted in the identification of four semantic (three affective and one denotative) features, three icon factors, and three graphic factors. Indigenous cultural means of these iconic and graphic factors were computed and used to probe cross‐cultural similarities and differences in perceptions. Psychosemantics of icon factors were further predicted by graphic factors through canonical correlation. This study concludes the importance of implicit cultural meanings of nonverbal figures in intercultural communications. The implications of this study are also discussed.

Building strong brands in Asia: selecting the visual components of image to maximize brand strength

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