Cross-cultural differences in preferences for visual information in technical documentation

An important communication tool that impacts customers is the technological documentation that accompanies a purchased product. Whether in the form of an owner's manual, assembly instructions, operating instructions, or repair and maintenance information, this information may influence consumers' perceptions of the product. This technical information is often critical to the proper and safe use of the product. Technical documentation can make product usage easier and problem solving possible. Although cross-cultural research has examined differences in advertising communication, research examining cultural preferences in technical documentation is relatively unexplored. The little that has been conducted has focused on the written technical communication, or verbal content of such documentation. The visual elements that enhance and set the context for the written information have been relatively unexplored.; This research proposes using the cultural dimensions of Individualism and Uncertainty Avoidance to examine the impact of cultural differences on preferences for visual information in technical documentation. Two critical aspects of visual information in technical communications that will be explored include: (1) the amount of visual information; and (2) the way in which the visual information is organized. This research posits that cross-cultural differences in the amount and organization of visual information within the technical documentation are important factors in consumers' determining the quality and value of such documentation.