The Universal Packaging Design on Foreigner Perception in the Case Study of Thai Souvenir

Abstract

This research aims to study in universal communication design of packaging perception in case study of foreigner perception in souvenir. The experiments were initiated from five Thai food products and nine Japanese focus groups. The experiment process consists of three steps 1) Observe the product samples and record of product description 2) Discuss in group 3) Redesign for universal Packaging Design. As a result, we clarified "the eight elements of package design" 1) Numbers, 2) Letters, 3) Illustration and Picture, 4) Symbol, 5) Ornament, 6) Material, 7) Shape, 8) Color. They are clues when customers understand the contents or features of products or judge their values regardless of language and culture differences.