Product design from Nang Talung: increasing product value of Rak Khon Nang Talung Carving community enterprise in mueang district, Nakhon Si Thammarat province

Abstract

This research aimed to design Nang Talung products to add value to the Rak Khon Nang Talung Leather Carving Community Enterprise. A qualitative research methodology was employed, utilizing surveys, interviews, and questionnaires as research instruments. Data regarding traditional knowledge of leather processing and shadow puppet carving techniques were collected from five key practitioner groups: the Pak Phun Nang Talung Leather Carving Community Enterprise, Add’s Handcraft Group, Ban Nang Talung Suchart Subsin, Master Sumon S. Prathum, and Master Non Aikhwanmuang. The product design needs were assessed from the Rak Khon community enterprise members. The designed prototypes were evaluated by three experts, and satisfaction toward the prototypes was assessed by 20 local producers and 30 consumers. The research findings revealed that: 1. The traditional wisdom in Nang Talung leather preparation involves scraping bovine hides to remove fascia, soaking them in a mixture of vinegar and alcohol, and sun-drying before carving. At present, ready-made bovine leather is available from factories. There are two main carving techniques: knife cutting and stamping using a tud-tu or punch tool. 2. The design requirements for new products emphasized small size, portability, and representation of the local identity of Nakhon Si Thammarat Province. The conceptual design was based on the historical narrative of Nakhon Si Thammarat and its governance over twelve subordinate cities. 3. Three new product designs were developed a twelve-zodiac keychain 7x10 cm, a twelve-zodiac bookmark 7x10 cm, and a twelve-zodiac wall decoration 30x45 cm. 4. The overall satisfaction with the prototypes was rated at 4.21 by experts, 4.39 by local producers, and 4.32 by consumers, all falling within a high level. These results reflect a positive reception of the prototypes across all stakeholder groups, in terms of functional quality, identity-based design, and market potential.