  We construct a semiclassical theory for propagation of an optical wavepacket
in non-conducting media with periodic structures of dielectric permittivity and
magnetic permeability, i.e., non-conducting photonic crystals. We employ a
quantum-mechanical formalism in order to clarify its link to those of
electronic systems. It involves the geometrical phase, i.e., Berry phase, in a
natural way, and describes an interplay between orbital motion and the internal
rotation. Based on the above theory, we discuss the geometrical aspects of the
optical Hall effect. We also consider a reduction of the theory to a system
without periodic structure and apply it to the transverse shift at an interface
reflection/refraction. For generic incident beams with elliptic polarizations,
an identical result for the transverse shift of each reflected/transmitted beam
is given by the following different approaches; (i) analytic evaluation of
wavepacket dynamics, (ii) total angular momentum (TAM) conservation {\it for
individual photons}, and (iii) numerical simulation of wavepacket dynamics. It
is consistent with a result by classical electrodynamics. This means that the
TAM conservation for individual photons is already taken into account in wave
optics, i.e, classical electrodynamics. Finally, we show an application of our
theory to a two-dimensional photonic crystal, and propose an optimal design for
the enhancement of the optical Hall effect in photonic crystals.
