Tourist Souvenir Packaging Design in Japan

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ศุลีพร คำชมภู

Abstract

Souvenirs are popular items among tourists to purchase during their trips to any tourist attractions.
There are different purposes for buying souvenirs. Some are bought as a token to remind the buyers of the
places they visited and the experience that they have had. Some are bought regarded to their functions.
Souvenirs can also represent a feeling of a sender to his or her recipients. Each souvenir contains its local
uniqueness which reflects the local background culture, traditions or history of a place where the souvenirs
were produced. As souvenirs are a product of local wisdom to communicate with the visitors, package
designing is one of the key elements to create a successful communication as well as marketing promotion
of the products. This article has collected information about the background, the importance and the roles
of souvenirs in Japanese culture. The analysis of package designing patterns of popular tourist souvenirs in
Japan has been made with the aim to give a guideline for further souvenir packaging design study for both
designers and manufacturers. Food souvenir, the most popular type of Japanese souvenirs, is the group of
product for this study. The study shows that communication, by using graphic arts together 


with their local uniqueness on their packages helps increase attractiveness to the products.
Techniques used in packaging design, as to support the marketing strategy in souvenir markets, is also found
to play a part in adding more appeal to the products.

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