Designing a local woven fabric pattern to enhance the auspiciousness of the 12 Chinese zodiac signs, while reflecting the unique identity of Fak Tha District, Uttaradit Province.

Abstract

This research aimed to achieve three objectives: to study the belief in the 12-animal zodiac intertwined with the local wisdom and unique textile patterns of Fak Tha District, Uttaradit Province; to design textile patterns, products, branding, and packaging; and to develop product prototypes from the designed patterns and packaging. The research employed a qualitative research methodology, beginning with an in-depth literature review and interviews with local textile experts. This was followed by the design and development process, which involved creating drafts, and receiving evaluations and feedback from experts before the final production of the prototypes. The research findings indicate that the belief in the 12-animal zodiac originates from ancient Chinese civilization, which used animals close to humans as symbols for birth years to classify individuals and predict their lives. This belief has spread widely throughout Southeast Asia, especially in Buddhist countries like Thailand, Laos, and Myanmar. The zodiac years and their corresponding animal symbols are the Rat, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog, and Pig. The traditional local woven textiles of Fak Tha District were created by ancestors who migrated from Luang Prabang and settled along the Pao River. They used local wisdom to weave cloth for daily wear and traditional ceremonies, employing jok and khit techniques with cotton and silk threads. A key feature is the Sin Teen Jok textile with the unique "Khao Phan Kon" pattern. For the design process, the target group was defined as women aged 30-40 in major cities with high purchasing power who value the sentimental worth of a product over its price. The 12-animal zodiac graphic patterns were therefore designed to blend with the "Khao Phan Kon" pattern, guided by the concept of "Wear Your Star…Define Your Style" to appear contemporary and steeped in belief. The patterns were placed on a background of auspicious colors: off-white, crimson red, and indigo. Ultimately, these patterns were used to produce five prototype products: a pillowcase, a face mask, a shawl, a wallet, and a coin purse. A brand logo was also designed under the name "Siriwattha," meaning "auspicious garment." The logo was designed from the Khao Phan Kon pattern, and its brand colors are off-white and indigo. Additionally, packaging was designed for all products, including hang tags, labels, wrapping paper, and paper bags.