PATTERN DESIGN FROM NAKHON SAWAN IDENTITY FOR SOUVENIRS PRODUCTS

Abstract

     This research aimed to: 1) Studying the identity of Nakhon Sawan Province. 2) design identity-based patterns for souvenir products; and 3) examine user satisfaction with the designed patterns. The study employed a documentary research approach, reviewing related literature, textbooks, and prior studies, under a conceptual framework of four identity dimensions: geography, Thai–Chinese culture, tourism, and local cuisine. The synthesis revealed key identity elements, including the Chao Phraya River, the Dragon Parade Festival, Bueng Boraphet, Phi Dang the freshwater crocodile, tiger fish, Pasan (the confluence landmark), and local foods such as fish cakes Pla Krai and mochi. These elements were used as the foundation for pattern creation. Subsequently, fourteen illustration styles were analyzed and synthesized into three principal styles: Line Art, Flat Illustration, and Doodle Art, which were developed into prototype patterns. In addition, potential souvenir product categories were identified, including mugs, T-shirts, tote bags, hats, and shawls. The designs were evaluated by five design experts based on criteria of aesthetics, communicative effectiveness, and practical usability. The results indicated that Flat Illustration achieved the highest mean score (  = 4.57, S.D. = 0.60), at the highest level, followed by Doodle Art and Line Art, respectively. After refinement based on expert feedback, product prototypes were developed and assessed for user satisfaction by a purposive sample of 120 participants. The majority of respondents were male (56.00%), aged between 21–30 years 53.00%, employed as company staff (24.00%), and earning a monthly income of 10,000–15,000 THB (58.00%. Overall satisfaction was at a high level (  = 4.47, S.D. = 0.72), with communicative effectiveness receiving the highest rating, followed by usability and aesthetics. The findings suggest that identity-based pattern design can effectively convey cultural values, enhance product value, and promote the creative image of the province.