The Concepts and Principles behind the Design of 2022 Bangkok Gubernatorial Election Campaign Signs

Abstract

This mixed method research objectives were to 1) study the concepts and principles behind the design of 2022 Bangkok gubernatorial election campaign signs, and 2) consider similarity and difference in political communication elements of applicant along with comparisons between individuals. The sample group includes 1) 19 people with knowledge from the field of media design and people with experience in design, photography, and typography. 2) 422 people who have the right to vote for the governor of Bangkok in 2022 using convenience sampling methods. The research tools used were in-depth interviews and questionnaires with a reliability of 0.90. The data were analyzed by using frequency, percentage, average, standard deviation, content analysis, contextual analysis and textual analysis.

The results of the research found that: 1) Guidelines for designing campaign signs are selecting information, content that suits needs and values the target group will help create an impression and reach more into the minds of voters. 2) The campaign sign of Chadchart Sittipunt received the highest score with an average of 4.17, followed by Suchawin Suwansawat with an average of 3.57, Aswin Kwanmuang with an average of 3.41, Sakoltee Phattiyakul with an average of 3.29, Worawit Laksanawisit with an average of 3.24, and the lowest average score belonged to Sita Tiwari with 3.19.