The development of packaging and branding to communicate product identity for Thonburi community

Abstract

This research has the following objectives: 1) to design and develop packaging and branding of products that are the identity of Thonburi communities  2) to assess consumer satisfaction with product packaging and branding and 3) to transfer research knowledge on packaging and branding design to community enterprises. The research used a mixed-method research method. The sample group was 10 community enterprises in the Thonburi area and 400 consumers. Data were collected using questionnaires and interviews to use the information in designing packaging and branding that responded to market demand.

The research results found that the satisfaction assessment of packaging and branding development to communicate the identity of Thonburi community products in all 5 areas: usability, beauty, safety, sustainability and marketing. It was found that the topic with the highest level of satisfaction were: 1) safety aspect, with a mean of 4.09, S.D. = 0.81, at a high level 2) beauty aspect with a mean of 4.06, S.D. = 0.82, at a high level 3) sustainability aspect with a mean of 4.05, S.D. = 0.83, at a high level  4) functional aspect with a mean of 4.04, S.D. = 0.79, at a high level and 5) marketing aspect with a mean of 4.01, S.D. = 0.84, at a high level. Knowledge on packaging design has been transferred to community enterprises, which  an important factor in enhancing the competitiveness of the community, as well as generating sustainable income and jobs for the community. This research showed  the development and design of packaging that reflected local identity. It was an effective strategy to add value to community products, promoting marketing and tourism. It was also a tool for preserving and promoting local wisdom. This research had results and applied in the context of Thonburi communities.

keywords: packaging, logo, communication identity, Thonburi communities