Investigation and Graphic Design Development for Products Derived from Sacred Object Beliefs in Thai Social Context

Abstract

Beliefs in sacred and supernatural entities have long been an integral part of Thai culture, reflecting the lifestyles, values, and faith of Thai people. In contemporary society, these beliefs have been reinterpreted and communicated through various creative products and media. This research aimed to (1) examine beliefs related to sacred entities in Thai society, (2) develop graphic design guidelines for products inspired by such beliefs, and (3) investigate consumers’ satisfaction toward the designed products.

This study employed a mixed methods research approach. Qualitative data were collected through documentary research involving the review of relevant concepts, theories, and previous studies. Content analysis was conducted to synthesize knowledge concerning beliefs in sacred entities within Thai society and to formulate design concepts for graphic products. Three design experts evaluated the developed prototypes, and their recommendations were incorporated into subsequent revisions. Quantitative data were then collected through a consumer satisfaction survey administered to a sample of 400 participants. The quantitative data were analyzed using descriptive statistics, including percentage, mean, and standard deviation.

The findings revealed that beliefs in sacred entities in Thai society could be effectively synthesized into graphic design guidelines for contemporary products. A total of ten graphic design prototypes were developed, incorporating cultural identity through forms, colors, and symbols associated with Thai beliefs. Consumer evaluation indicated a high overall level of satisfaction (83.00%). The highest-rated aspect was innovation and creativity (86.40%), followed by usability and functionality (85.60%), aesthetic appeal (83.60%), suitability for the target audience (79.00%), and communication effectiveness (77.40%). The overall satisfaction score had a mean of 4.38 and a standard deviation of 0.50.

In conclusion, beliefs in sacred entities within Thai society can be appropriately applied as a foundation for developing contemporary graphic product designs. The developed prototypes were highly accepted by consumers. The findings provide practical guidelines for integrating cultural identity into product design and may contribute to the development of creative products that reflect Thai cultural values in contemporary contexts.