Packaging Design for Khanom La to Add Value for Products of Ban Tha Som Community Enterprise in HuaSai District, Nakhon Si Thammarat Province

Abstract

This article is part of research titled, “Creative packaging design to value added in Khanom La, Nakhon Si Thammarat Province”. It aims to design product packaging for Khanom La of Ban Tha Som Community Enterprise. The research was conducted based on mixed methods. Qualitative data was gathered through document review and field data collection, whereas quantitative data was collected by assessing users’ satisfaction with packaging. The data was then analyzed using content analysis, and the evaluation of design was calculated based on percentage. The preliminary surveys on the original packaging style and interviews with four groups of Khanom La entrepreneurs in Nakhon Si Thammarat province revealed that packaging used was not shockproof. It did not protect the product, and there was also a lack of product labels with complete information. There were four types of Khanom La, including LaPhan (circle), La Phab (fold), La Krob (crispy), and La Ngu (long roll).In-depth interviews with 10 people from Ban Tha Som Community Enterprise were carried out to examine the need for packaging design development, which was then used as directions for sketching out the packaging design. Three design experts then evaluated two packaging prototypes for Khanom La Klom Kliaw (Khanom La in a spiral shape) and for Khanom La Kliaw Jai (Kanom La in a twisted shape). Satisfaction assessment from a group of 100 consumers was high with an average of 4.62. Income distribution of Khanom La, Ban Tha Som Community Enterprise, after participating in the project (7 months) was 85,504.80 baht, which was calculated as 12,214.97 baht per month. The project led to income distribution in Nakhon Si Thammarat province at 92.93 percent of total income and distributed income to communities outside Nakhon Si Thammarat province at 7.07 percent of total income.