COMMUNITY PARTICIPATION IN GRAPHIC DESIGN FOR COMMUNICATING BRAND PERSONALITY OF AGRO FORESTRY LANGSAT, UTTARADIT PROVINCE

Abstract

This research aims to: design and develop commercial art communicating identity of agroforestry Langsat, Uttaradit Province in order to improve products from agroforestry Langsat; design logos and packaging that built image and
communicated the story of agroforestry Langsat; and evaluate perception and satisfaction towards commercial art design communicating identity of agroforestry Langsat, Uttaradit Province. The sample group consisted of 132 samples that were farmers growing Langsat, community representatives, entrepreneurs, government agencies, experts on packaging design, experts on branding, and consumers. Research tools were unstructured interview and questionnaire, public opinion and user satisfaction survey form. Statistics used in this  research were Mean ( ), Standard Deviation (S.D.), and Observation Form on Behavior of Consumers towards  Image Communication of Graphic Design Affecting to Purchasing Decision. The results revealed that image,  logo, and packaging selected by participation process and uniqueness had the results on satisfaction assessment in high level with mean ( = 3.89, S.D. = 0.88) whereas satisfaction towards appropriateness on purchasing decision was in the highest level with mean ( = 4.40, S.D. = 0.83). Product with the highest level of satisfaction  towards appropriateness on purchasing decision was  Langsat juice contained in square bottle with mean (  =  4.14, S.D. = 0.89). For improvement of agroforestry Langsat  based on observation on behavior of 124  consumers who participated in THAIFEX 2018 by using  data on purchasing decision of consumers, it was found  that most consumers, i.e., 90 consumers, preferred novelty calculated to be 27.4%. Product gaining the highest level of interest from 84 consumers that was calculated to be  45.2% was Slurpee followed by Langsat juice that was  interested by 80 consumers calculated to be 43.0%.  Packaging obtaining the highest level of satisfaction was  packaging of Langsat juice that could be developed for  other types of fruit in Uttaradit Province. The results of the research can be applied to other fruits in Uttaradit  Province in terms of brand personality communication so that they can identify the identity of each area.