The Branding and Packaging Design for Local Rice of Kalasin Rice Seed Center in Mueang District, Kalasin Province

Abstract

This research aimed 1) to study the problems and needs towards branding and packaging of local rice of Kalasin Rice Seed Center in Mueang District, Kalasin Province, and 2) to design branding and packaging for local rice of Kalasin Rice Seed Center in Mueang District, Kalasin Province. The research instruments consisted of an interview to study the problems and needs of representatives in Kalasin Rice Seed Center, a questionnaire for evaluating consumers’ satisfaction, and an evaluation form for prototypes by 3 product design experts. According to the interview to study problems and needs towards branding and packaging of local rice of Kalasin Rice Seed Center, the packaging lacked uniqueness representing the identity of local rice of Kalasin and was unable to distinguish the products from those of competitors in other provinces. The data were analyzed and synthesized by integrating with data from reviewing relevant research to design branding and packaging prototypes before evaluating by 3 product design experts to select the most suitable prototype. The branding and packaging were then designed based on the experts’ suggestions and evaluated satisfaction towards the designed branding and packaging of 169 consumers in Kalasin Rice Seed Center in Mueang District, Kalasin Province. The result showed that there was a high level of overall satisfaction towards branding with an average of 3.98, a high level of overall satisfaction towards packaging with an average of 4.03, a high level of satisfaction towards the graphic on packaging with an average of 4.04, and a high level of overall consumer satisfaction towards branding and packaging with the average of 4.01. As the Kalasin Rice Seed Center was interested in the designed branding and packaging, the result of the current research would be designed and further developed for the actual production and distribution.