Models for Packaging Design for Processed Seafood Products Based on Lifestyle and Community’s Identity

Abstract

The present study aims to establish a connection between local communities and their distinctive identity by employing visually appealing graphic design techniques, with the intention of producing commercially viable community products. It also aims to evaluate the packaging of processed seafood in Baanlaem, specifically in the regions of Laem Pak -Beai and Pak -Thalay in the Baanlaem District, Phetchaburi Province.To develop a comprehensive design guideline for processed seafood packaging, interviews were conducted with two target groups : travelers and regular customers. The gathered data was analyzed using statistical techniques, including frequency, percentage, mean, and product factor analysis. The findings reveal challenges in the development of processed seafood packaging in Laem Pak - Beai and Pak - Thalay of Baanlaem District. These challenges stem from entrepreneurs' lack of understanding and knowledge regarding package design and local identity, inadequate product labeling, which may negatively impact customer awareness. Another challenge includes inappropriate packaging designs, which hinder the use of products as souvenirs and pose inconveniences during transportation. To address these issues, the researcher has developed packaging solutions such as plastic cans, plastic bags, and PVC stickers, incorporating local identity into product logos and labels through graphic design. Evaluation by travelers and regular customers indicates high satisfaction with the packaging design of dried squid, dried stingray fish, and processed baby clams.