Process Development for Animation Design with Thai Contemporary Identity

Abstract

The purposes of this research are to 1) to analyze the design of animation movies that
represents Thai contemporary identity from research studies, articles, and textbooks, both in Thai and
other countries, that relate to animation movies (26 movies), including the summary of the interviews
with the 21 experts in the field of animation movies and character and animation design and the analysis
and synthesis of 26 Thai well-known animation movies, 2) to create the model, and 3) to evaluate the
achievement and satisfaction of the Thai animation movies that represents Thai contemporary identity in
order to create values and identity of work with Thai contemporary identity and bring the results of this
study to use as the basis for animation design for further related research, both in Thailand and
international countries. The participants of this study were divided into two group. The first group were 6
experts (5 Thais and 1 foreigner) in the field of animation movies. The second group were 455 students in
the field of design and people who gave responses to the satisfaction of animation movies. The data
were analyzed by using percentage, mean (x̄), standard deviation (SD).
It was found that the process of the design of animation movies that represents Thai
contemporary identity can be named as Model Animation Design for Contemporary Identity Thai (MADCIT)
which consists of four processes that represent 1) the unique identity of work, 2) the aesthetic of art, 3)
Thai lifestyle, and 4) presentation techniques of work. In addition, the results revealed that the model for
the design of animation movies (4.17, S.D.= 0.83), and the satisfaction of the students and people was
also highly suitable (x̄ = 4.19, S.D. = 0.83). Regarding the overall satisfaction, it was found that it was in a
high level in all aspects.