LOGO AND PACKAGING DESIGN FOR SAVORY AND HEALTHY READY – TO - COOK PLA – KULAO IN SUNFLOWER OIL FOR COMMUNITY ENTERPRISE OF SALTED FISH KULAO PA AON TAKBAI

Abstract

This research aimed to: (1) design the logo, label, and graphics on the packaging of savory and healthy ready-to-cook sliced Pla-Kulao in sunflower oil for the Pa Aon Takbai salted fish community enterprise and(2) study the consumer acceptance of the logo, label, and packaging graphics for this product among the target consumer group. The research was conducted using a participatory action research (PAR) approach, where the research team gathered opinions and requirements from community enterprise operators to inform the design, covering three main aspects: (1) the packaging, (2) the logo, and (3) the information displayed on the packaging. To evaluate the satisfaction with the logo and packaging design, a questionnaire was administered to 44 consumers who attended the OTOP exhibition at the International Convention Center, which is expected to represent the target market. The logo was designed to reflect the identity of the business owner by featuring a cartoon character, "Pa Aon," with a smiling face—a universal symbol of happiness, friendliness, and warmth. The packaging label incorporated graphic designs featuring patterns from the traditional "Kolae" boat, a significant cultural symbol of the region, creating a connection between art and the product. The acceptance evaluation results indicated high consumer appreciation for the logo and packaging design. The logo effectively represented the brand image and the owner's personality. The use of glass packaging enhanced the product's perceived value, aligning with the brand's emphasis on health and quality. Glass packaging is also reusable and environmentally friendly.