A Communication-Based Framework of Product Image Effectiveness in Fashion Apparel E-Commerce
DOI:
https://doi.org/10.24191/idealogy.v11i2.942Abstract
Product images serve as primary visual messages in fashion e-commerce, where consumers must
evaluate appearance, colour, fit, fabric, texture, and product suitability without physical inspection.
This study develops a communication-based framework of product image effectiveness through a
structured contextual document review and theoretical synthesis. An initial pool of 78 scholarly sources
was screened for direct relevance to product images as visual communication objects. Fifty-seven
sources were excluded because they focused primarily on website interfaces, navigation, price or rating
displays, general digital marketing, physical retail environments, or non-image issues. The final review
included 21 studies, comprising 12 studies of general product images and nine studies of apparel or
fashion product images. Data were extracted into a coding matrix covering visual principles, visual
elements, recurring image characteristics, product context, and consumer-related outcomes. The
thematic synthesis identified four overarching evidence themes: product prominence; clarity and
legibility; modality, realism, and visual credibility; and cognitive ease and presentation consistency.
Fashion-specific evidence additionally highlighted fit representation, fabric texture, model/body scale,
multiple views, close-up details, styling coordination, and size-inclusive model photography. These
findings were translated into five core image components: product prominence, clarity, realism and
trustworthiness, visual simplicity, and presentation consistency. Ease of comparison was positioned as
a consumer evaluation outcome supported by the five components and by fashion-specific diagnostic
indicators. The core image components and consumer evaluation outcome were then integrated with
the encoding, decoding, interpretation, and feedback processes of the Osgood-Schramm Interactive
Model of Communication. The framework positions effective product imagery as an evidence-informed
communication mechanism that guides attention, supports comprehension, strengthens credibility,
enables comparison, and informs purchase-related responses in Malaysian fashion e-commerce.
Keywords: product images; visual communication; Osgood-Schramm model; fashion e-commerce;
purchase intention
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