Branding and Packaging Design for Processed Cashew Nuts with cultural Capital of Ranong Province.

Abstract

          This research aims to study and develop brand and packaging for agricultural processed products of Ranong Province. This research was conducted by using mixed method which are collecting qualitative data from onsite surveys with local residents and interviewing 10 brand experts and graphic designers. The number of the populations are 100 people, which are new generation of tourists age between 21-35 years old. Research findings on the concept of cultural capital can be summarized as; Ranong is also a province with a history, as well as being outstanding in cultural diversity such as Thai, Chinese, and Islamic, comprising 3 cultures. These are the ways of life of the Ranong people living together from the past to the present. It is called a multicultural city with differences that coexist in perfect harmony. In collecting data from brand experts, it was found that 1) to present a story about Multicultural city. 2) to present contemporary style. 3) The brand's personality is vernacular and contemporary.

          Collecting data from graphic design experts found that 1) using illustrations to tell stories. 2) Design personality is natural, vernacular, contemporary, cultural. An evaluation of the design's effectiveness against population groups found that; Consumer satisfaction with the newly designed packaging was at a high level with an average of 4.09 (S.D 82). Consumer satisfaction with the logo was at a high level, representing an average of 3.93 (S.D 84). Consumer satisfaction with the illustration on the ancient roasted cashew nut packaging was at a high level, with an average of 4.15 (S.D 80). The illustration on the salt test packaging was at a high level, averaging 4.00 (S.D 78). The illustration on the honey flavored packaging was at a high level, representing an average of 4.23 (S.D 66). Consumers perceived the concept and remembered the packaging at an average level of 4.04 (S.D 83). The redesigned packaging had a high influence on purchasing decisions, with an average of 4.04 (S.D 74).