การออกแบบเลขนศิลป์ เพื่อส่งเสริมการขายผลิตภัณฑ์อาหารพื้นบ้านประเภท "หม่ำ" อ.พล จ.ขอนแก่น

Abstract

The purpose of this research is to benefit the design of graphic art to promote the sale of a kind of native food product called çmumé of Amphur Pon, Khon-Khan. Mum is a renowned local food product, which is one of this amphurûs symbols. The graphic design for the promotion of selling is part of the commercial business, to make it different from rivals, which should help advance selling to achieve the goal. Examples are the brand, logo, poster, and media. The sample of this research was sellers from 3 stalls, 1 small stall and 2 large stalls, and 160 consumers. The methodology comprised fieldwork data collection, survey form, questionnaire, a survey form for collecting data regarding the demand for graphic design. The result of the research shows that the sample wanted the design in promotion of sale. This information can be broken down into 2 parts, about the stall and about the sellers. The stall demand concerned the nameplate, brand, menu board, and the seller demand concerned the apron and cook hat. With the result of surveying the design demand of the mum seller sample, the graphic design done by the researcher for the stalls and the sellers were as follows:

1. 3 brands

2. 6 stall nameplates

3. 4 menu boards

4. 3 aprons

5. 3 cook hats

For design guidelines, the first step is to draft a model from the data collected from the demand survey. Then details are added through computer program use. Next, the model is brought to a mum expert and sellers to test and improve according to suggestions, and then the design is actually produced for experimental use and finally, opinions are surveyed of consumers.

From the fieldwork data collection from the consumers through 160 questionnaires, consisting of 10 items about opinions on graphic design of consumers who visited the stall to buy mum, it was found that the result of the overall selling promotion through graphic design was at the high level (= 3.72). Considered stall by stall, the results of Un-Un mum stall and Mae- Dee mum stall were at a high level (4.30 and = 3.57) and the result of the Oom-Un mum stall was at the average level (= 3.30).