Development of Feng Shui-Based Orange Packaging

Abstract

     This research aims to 1) explore consumer preferences for feng shui-based orange packaging, 2) study the approaches to develop packaging designs according to feng shui principles, and 3) examine the satisfaction of the sample group with feng shui-based packaging. Using a mixed-method approach, data were collected from 480 individuals shopping in Yaowarat, Bangkok, and from interviewing experts. Tools for collecting data include questionnaire surveys and interview about new and more beautiful packaging, with quantitative analysis using descriptive statistics: frequency, percentage, mean, standard deviation, and qualitative analysis via content analysis. The study found that the sample group desired the development of a new, aesthetically pleasing, strong, and durable packaging, specifically a design that convey auspiciousness according to feng shui principles and is suitable for various gifting occasions. The interest level in fengshui principles is in high level with most interest shown towards colors, shapes, symbols, and feng shui elements, respectively. It was also found that the desired features for packagaing included durable cardboard boxes capable of holding 1 kilogram (7-9 oranges). The outward design should be modern and aesthetically appealing with auspicious patterns. Finally, consumer satisfaction with the feng shui-based packaging designs was high level. The results of this research open a new venue for adding value to products. They can be applied to further develop packaging in agricultural businesses.