Application of Cultural Capital Context to Design and Develop Branding and Packaging Appeal to Herbal Products of the Community Enterprise in the Area of North Central Provinces Group 2

Abstract

            This research aims to 1) study the requirement of branding and packaging design development for the herbal products of community enterprise entrepreneurs. 2) Study the existing cultural capital visual arts on the target area. 3) design and develop a new branding and packaging for the herbal products of 8 community enterprise entrepreneurs in upper central 2 Thailand; Chainat, Lopburi, Singburi, and Angthong, based on the existing cultural capital as an inspired creativity of the research findings concept. 4) Evaluate the standard quality and efficiency opinion of the brand identity and packaging design from 8 local brands. This research uses creative experimental design process of a focus on the satisfaction from the selected, by randomly and specifically, end-user representatives with a total of 142 participants. The final designs are presented to a small group of people before collecting the evaluating questionnaires and opinions using a focus group method. The evaluation is done through both online questionnaires and in person. The descriptive statistics used in this experimental research include percentage, mean, and standard deviation.

          The results found that 1) most entrepreneurs requested graphic branding and packaging design quality creation 2) by using both of the verbal and non-verbal identity elements inspired from the existing cultural capital of painting and architecture motif and the identity within the local area of the upper central 2 (Chainat, Lopburi, Singburi and Angthong province). 3) The graphics Identity, product, and package should visually appeal to the customers, be memorable, value-added, and need to be able to produce commercially. 4) Stakeholders’ satisfaction with the overall performance characteristics of the design set of typefaces, graphics branding and packaging of herbal products based on the research framework outcome is in an excellent level, resulting in a mean of 4.53, SD 0.66. Can increase the value added to products and their businesses stand out.