Getting the Picture: A Cross-Cultural Comparison of Chinese and Western Users’ Preferences for Image Types in Manuals for Household Appliances

Abstract

Research shows that Western and Chinese user instructions use visuals differently. Two basic tendencies may be discerned: Chinese manuals place more emphasis on visuals and their selection of visuals is less strictly confined to usability related functionality. This study investigates whether such cultural differences correspond to user preferences. Three hypotheses were tested: (a) Chinese users value pictures more than Western users; (b) Chinese users appreciate diverting, cartoon-like pictures more than Western users; and (c) Western users appreciate strictly instrumental pictures more than Chinese users. To test these hypotheses, a quasi-experiment (N ¼ 158) was conducted with cultural background as independent variable and appreciation for pictures as dependent variable. All participants rated 15 pictures, which were presented in the context of user instructions. All three hypotheses were confirmed. Cultural differences regarding the use of visuals should therefore be taken into account when localizing Western manuals for the Chinese market, or vice versa.

Toward TPC-UX: UX Topics in TPC Journals 2013–2022

“…The weak correlation and high frequency of articles within this category suggest that multimodality is a topical stratum within the corpus. Broadly, the articles within this category demonstrate a repeated concern with conveyance—e.g., information visualization (Meng, 2019; Passera & Haapio, 2013; Qian et al, 2014), the function of icons and other UI components (Gallagher & Holmes, 2019; Kascak et al, 2013), and interactive technologies (Tham, 2018; Valino Koh et al, 2013)—within varying contexts marked by complexity—e.g., e-health and telemedicine (Campbell, 2022; Lazard & Mackert, 2015), risk communication technologies (Richards, 2018), and cross-cultural communications (Li et al, 2021).…”

Inductively Versus Deductively Structured Product Descriptions: Effects on Chinese and Western Readers

“…We conducted our experiment in 15-minute sessions. This experiment was part of a larger study that consisted of three separate experiments (Q. Li et al, 2020b; Q.…”

“…This experiment was part of a larger study that consisted of three separate experiments (Q. Li et al, 2020b;Q. Li et al, 2021).…”

“…The results of our previous studies, for example, suggest that user instructions might be used for different purposes in China than in the Western world: In the Western world, user instructions merely aim at supporting the usability of products whereas in China, they are also aimed at improving the users’ experience with products (Q. Li et al, 2019, 2020b). Other studies have also shown that the characteristics and purposes of business communication (letters and annual reports) differ between cultures (De Groot et al, 2006; St.Amant, 2006; Tebeaux, 1999).…”

IT Companies on Social Network Sites : Understanding Microblog Practices and User Preferences in Western Countries and China

“…A possible explanation is that Chinese people have a stronger visual orientation than Western people (Q. Li et al, 2020Li et al, , 2021, which may be attributed to their pictographic script (Y. Wang & D. Wang, 2009) or to the fact that China has a high-context culture.…”