Ninth International Conference on The Image

Abstract

This study assesses the significance of reading and interpreting non-textual, visual imagery in packaging, specifically in Hong Kong. Some chain stores in the city sell numerous imported products in their original packaging (stores such as 759, 360, Prizemart). However, the packaging of those products still carries the visual and textual language that was not intended for the Hong Kong audience. Despite the fact that most Hong Kong citizens do not read Japanese, Indonesian, Polish and other languages where these products come from, these products are popular and keep selling. This paper examines the visual cues or non-textual properties that make Hong Kong consumers select one product over another despite the fact that the packaging has not been tailored for the Hong Kong consumer market. This phenomenological research will be pursued with a qualitative approach. The main aim is to explore how media and visual communication work, out of place in a different consumer context.