CONCEPT DEVELOPMENT AND GRAPHIC DESIGN PROCESS; CASE STUDY OF SILPATHORN AWARD AND DESIGNER OF THE YEAR AWARD GRAPHIC DESIGNERS DURING 2009-2019

Abstract

This qualitative research aims to study the works and concepts of graphic designers who received the Silpathorn Award and Designer of the Year Award during 2009-2019. The methodology includes: 1) Collecting and studying relevant theoretical concepts as primary data. 2) Creating research tools. 3) Data collection targeting representativeness, selecting graphic design experts through purposive sampling. 4) Conducting in-depth interviews using semi-structured interviews with 5 graphic design experts who have awarded Silpathorn and Designer of the Year. 5) Analyzing data from graphic design experts and finding data consistency.

The study results reveal: 1) factors in creative graphic design: identity, value, clients, and communication context. 2) factors in concept development in graphic design: understanding, associative thinking, and apply. 3) factors in graphic design process: research, understanding, ideate, and prototype. 4) factors in attitudes, knowledge, and skills of new graphic designers: observant, empathy, creative and positive attitude. 5) factors driving graphic design awards: reputation, dignity, design standard, and opportunity. 6) factors in changing social, cultural, and technological contexts: socio-culture context, significance, tools and challenge. 7) important elements in graphic design creation: 7.1) concepts and ideas: highest level, mean 4.33 7.2) design elements: color highest level, mean 4.33, composition highest level, mean 4.33 7.3) target or users: highest level, mean 4.67