The study on the graphic design concept of the Japanese sweet packaging for applying with Thai sweet packaging

Abstract

This research aims at 1) a study of a graphic design on desert snack packaging of Japan and Thailand; 2) designing graphics on Thai sweet packaging bases on a mixed design concept between Japan and Thailand snack packages; 3) a study of satisfaction on the Japanese and the Thai dessert snack packaging were designed by the research and three expertise in packaging design field. In the evaluative process, the package was created and developed with a new design before being evaluated by 80 participants including 30 shop owners and 50 consumers. This research utilized the instruments as followers: 1) a questionnaire on the manufacturer’s primary need for Thai sweet packaging; 2) an evaluation form on the appropriate design of the packaging; and 3) an evaluation form on the satisfaction and buying decision of the consumers toward Thai desert snack packaging.

The research outcomes were suggested as follows:

1. Totally, a primary requirement on Thai sweet packaging was rated by the product/shop owner with a high score.

2. Based on the evaluation, the new design of Thai sweet packaging was rated at an acceptable score. This evaluation considered buying decision factors and principles of packaging design. That is, the packaging was created to represent the traditional uniqueness of Thai in a modern design. The packaging also was designed to be convenient for use and with colorful graphic pattern in Japanese style. Brand logo was notable and well represented the product to the eyes of the consumer, and the graphic design on the packaging was the authentic photo. Moreover, the packaging was designed considering reasonable cost and pricing.

3. The consumer’s opinion regarding buying decision for Thai sweet packaging was rated with high score.

In conclusion, this research affirmed that the design development of Thai sweet packaging can be created by considering the consumer’s buying decision factor and principle of packaging design, and with the new concepts of graphic design- a communication of Thai tradition and Japanese’s cartoon characters. This new direction will benefit to product/shop owners as well as to product designers as a suggestion new trend for graphic on Thai sweet packaging. However, the most important concept is that the packaging should maintain Thai traditional characteristics or clearly represent the scent of Thainess to the consumers.