GRAPHIC DESIGN PATTERNS TO COMMUNICATE THAI-MELAYU IDENTITY FOR GENERATION Y

Abstract

          The objectives of this study were to: 1) Study the design guidelines for graphic repeating patterns expressing Thai-Malay cultural traditions; 2) Identify ways to create effective communication of Thai-Malay cultural identity for members of Generation Y. The research presented in this study has been carried out by collecting relevant information and conducting interviews with the specialists in a field of Thai-Malay culture in the region. Data were subsequently collected to construct a questionnaire for further analysis in order to identify guidelines for repeating patterns design. The study used a group of focus interview (Focus Group) as an instrument to collect data in order to identify the patterns to create effective communication of Thai-Malay cultural identity for members of Generation Y. The findings revealed that Thai-Malay culture can be categorized into 8 groups based on Cultural Roots as follows: 1) Cuisine; 2) Clothing; 3) Components of Architecture; 4) Customs; 5) Folk Plays; 6) Rituals and Beliefs; 7) Handicraft and 8) Folk Tales, Myths and Legends. As for process to communicate the identity and culture of Thai Malay For Generation Y That findings as a result, the communication of Thai-Malay culture can be expressed through its ways of life, traditional cuisines, occupations, local customs, local items and objects, traditional folk plays as well as traditional folk tales. In addition, the fittest shapes to express Thai-Malay culture were organic, hand-draw, geometric and accidental shapes. Meanwhile, the fittest personality division of color were classic, dynamic, elegant and natural.