The process of communicating Thai creative festivals through positive emotions to establish guidelines for color usage in conveying emotional expressions in graphic design

Abstract

This research article explores the process of communicating Thai creative festivals by using positive emotions within the Doctor of Philosophy Program in Creative Arts. The main objective is to categorize existing Thai creative festivals and analyzing philosophy of Thai creative festivals through a qualitative research methodology. This involves conducting 1) In-depth interviews utilizing open-ended questionnaires and 2) Group discussions (Focus groups) utilizing closed-ended questionnaires through the expert of festivals. The findings indicate that positive emotions are expressed though creative festivals that incorporate color themes to effectively convey mood and tone. The study delineates nine categories,  the first category is Sports events with energy, color and style with dynamic, cool casual, the second category is Theater performance & Art exhibitions with euphoria, color and style with romantic, casual, the third category is religious events and respect emotion, color and style with formal, dandy, the fourth category is National park & Landscape with relaxation, color and style with natural, clear,  the fifth category is Fauna with amusement, color and style with dynamic, casual,  the sixth category is Flora with love, color and style with pretty, romantic, natural, the seven categories are Musical recital with inspiration, color and style with natural, elegant, the eight categories are Architectural site and historical site with fascination, color and style with elegant, gorgeous and the nine category is a Theme park, Garden, Shopping center, City center with enchantment positive emotions color and style with gorgeous, romantic. This research can lead to graphic design by use of color themes to communicate within creative festivals.