In this paper, we conducted cross-cultural studies on digital images, which is an important element of the user interface. We brought in the schema theory to explain the cross-cultural difference in expressing and perceiving digital images. Participant-ethnography, in-depth interview, and card sorting were conducted to explore how expression and perception of images are influenced by schemas. Our results of qualitative studies indicate that there are differences in schemas between cultures depending on the topic of expression and perception. With these results, we suggest globalization and localization strategies for websites.