International icon symbols: How well are these symbols understood?

Abstract

The variability of subjects' interpretations of commonly used visual symbols was investigated by comparing the interpretations of a U.S. audience and a Jamaican audience. Responses of 27 executive masters in business administration (MBA) students attending The University of the West Indies (UWI), Mona were compared with those of 99 MBA students at Pennsylvania State University. Subjects identified 48 commonly used symbols. For both samples, the familiar no smoking symbol was the most recognized. However, Jamaican and US students differed in their interpretation of the majority of symbols. The symbol language was developed, in part, to help international audiences navigate better in a different culture, but they do not appear to be entirely successful. The implications for the design of communicating symbols are discussed