A prototype theory approach to international image design

Effective image use is central to successful international communication. It facilitates usability, decreases translation costs, and reduces the time needed to get products into overseas markets. Yet, culture and image design (CID) is often one of the more problematic factors related to intercultural communication due to the different expectations and associations cultures have for particular images. This essay overviews how the cognitive psychology concept of PROTOTYPES can help technical communicators develop more effective images for international consumers.