PACKAGING DESIGN AND THAILAND'S IDENTITY DEVELOPMENT

Abstract

This research aimed to develop product packaging for Ranong Province, Thailand, and to examine the market potential of the developed packaging using a mixed-methods research approach that combined qualitative and quantitative methods. The research outputs included logo designs, packaging formats, labels, and product prototypes. The study involved 100 participants consisting of consumers and tourists. The findings revealed that local products in Ranong Province faced common challenges, particularly declining sales, which resulted in a shift from traditional community-based distribution to online sales channels. The packaging and logo development process therefore emphasized the integration of community identity through visual elements and the strategic use of color to differentiate products, enhance consumer understanding, and improve brand recognition. Overall satisfaction with the developed packaging across product groups was rated at a high to highest level in terms of suitability and aesthetic appeal, indicating that culturally grounded and visually coherent packaging design can effectively enhance product value and market potential.