(Study and development of Lanna identity graphic for packaging of Lanna product)

Abstract

The study and development of Lanna structural identity for use in designing packaging for Lanna products. The aim is to investigate the structure of Lanna identity in the application of graphic design and develop this application for package design. The study was undertaken by an evaluation of consumer opinion regarding the design of Lanna style packaging. The evaluation used sample groups made up from 5 groups of 2-star community-based producers including; 1. Producers of the herbal compress product at Bahn Pong Rawn, T. Pattana Mai A. Koh Kha Lampang Province. 2. Producers of quartz crystal cut glass products (for jewelry) in Bahn Rai, T. Mae Tawt, A. Thoen, Lampang Province. 3. Producers of the model horses (Mr. Ahdulis Lamah) T. Ko Kha, A. Ko Kha, Lampang Province. 4. The community-based enterprise that process bananas to produce baked bananas at Bahn Sam Kha, T. Hua Sua, A. Mae Tha, Lampang Province. 5. Producers of embroidered fabric at Bahn Nam Thong, T. Baw Haew, A. Muang, Lampang Province.
107ปีที่ 6 ฉบับที่ 1 พ.ศ. 2554
The results from the evaluation were collected and subject to statistical analysis to determine frequency, percent and average. The evaluation was divided into 2 stages. The first stage involved the experts assessment of the Lanna styles applied to the packaging which determined 4 different groups of patterns which included; 1. The group of Lanna patterns that were derived from sculpture work. 2. The group of Lanna patterns that were derived from gold stencil work. 3. The group of Lanna patterns that were derived from paintings. 4. The group of Lanna patterns derived from folk craftwork. It was found that the group of patterns derived from Lanna paintings had the most suitable characteristics to be applied in the graphic design, as it communicated the Lanna identity the best and had the highest average in the evaluation of 4.41. After this the second stage was to apply all 4 groups of patterns used in package design to the products from the 5 community-based sample groups in order to find the level of satisfaction from the general public. This stage of assessment was divided into 2 parts. The first part was about the level of satisfaction of the structure of the packaging. This showed that the general public gave a satisfaction level of over 4 for all the elements of the package thus it is a good level of satisfaction. Also the shape of the packaging was considered very suitable for handling in every product with a very high satisfaction level of 4.45. The packaging design for the baked banana products had the highest level of suitability for package design with an average level of 4.40. The second part was an assessment of the level of satisfaction of the graphics on the packaging by finding the average level of satisfaction for the illustrations most suitable for promoting the product. The overall average level of satisfaction for this was 4.53. The herbal compress product from Bahn Pong Rawn received the highest level of satisfaction for the graphic design on the packaging with 4.40. The results of the packaging graphic design assessment from the specialist and the questionnaire to the general public both correspondingly found that the graphics design on the packaging of the herbal compress from Pong Rawn received the highest level of satisfaction. This was due to fact that the pattern used in the graphic was derived from Lanna style painting. This shows that the public clearly recognized the Lanna characteristics of the in the stylized costumes and poses of the graphic. The composition of the packaging is suitable. The pattern promotes the product and appropriate use of the Lanna writing blends it together well.