STUDY OF GRAPHIC DESIGN ON PACKAGING FOR THAI STYLE SOUVENIRS USING THAI CULTURAL CONTEXT OF BRAND ARCHETYPE CONCEPT

Abstract

            The purposes of this research is to find appropriate graphic design elements on packaging for Thai style souvenirs using Thai cultural context of brand archetype concept as follows: Thai typefaces, English typefaces, Illustration techniques, Thaitone colors, and Thai Styles. Researcher collects data from 7 experts in design related fields with more than 15 year experience to select the appropriate use of graphic design elements communicating 15 brand archetypes referring from Delphi Method.

            Research result has been found graphic design ways to communicate Thai cultural context of brand archetypes through groups of highly recommend results to be applied for design as follows: (1) Rebel archetype has 4 highly recommended elements, (2) Magician and King archetypes have 3 highly recommended elements, (3) Sage, Trickster, Seeker, Mother, Lover, Innocent, Loner and Enchantress archetypes have 2 highly recommended elements, (4) Hero, Warrior, Helper, and Companion archetypes have 1 highly recommended elements.