Consumer’s Perception Towards Graphic Designs on Packaging of Community Product Development to Increase the Commercial Value of Wang Prao Pattana Farmers Group, Ko Kha District, Lampang Province

Abstract

This research aims to Study the problems and development of processed products, satisfaction and consumer perceptions with the brand and graphics on packaging within the Wang Phrao Pattana group. This is a mixed-method research approach combining qualitative and quantitative research. The research was conducted using interviews and questionnaires, with qualitative data collected from 20 informants and a quantitative sample of 407 consumers, using purposive sampling. The statistical methods employed include percentages, mean ( ), standard deviation (S.D.) independent t-test, One-Way ANOVA, and content analysis. The research findings indicate that the community has expertise in food and dessert making but lacks the use of raw materials in the community for processing and appropriate branding and packaging that reflects their unique identity, which can enhance recognition and perception among consumers. Therefore, new graphic designs for the packaging were created and evaluated by experts to determine the most suitable designs. The graphic elements on the packaging. and have experts evaluate it until they get the most appropriate design. These designs were then assessed for user satisfaction, which was at a high level. When evaluated with consumers, it was found that consumer perception of the brand design and graphics on the packaging facilitated easier purchasing decisions (  = 4.48, S.D. = 0.70). Gender showed differences affecting perceptions of typography, while age exhibited differences (t[0.8], Sig = .01, p < .05)   impacting perceptions of graphics on packaging. Education level (F[3.22], Sig = .04, p < .05) and marital status also showed significant differences (F[3.55], Sig = .02, p < .05) affecting perceptions of modern graphic design with statistical significance at .05.