THE PROCESS OF CREATING CONCEPTS FROM THE IDENTITY PATTERNS OF THE TAI KHERN COMMUNITY IN THE SOUVENIR PRODUCTS OF THE CULTURAL FUND OF BAN TON HAEN NOI, CHIANG MAI PROVINCE.

Abstract

The process of creating concepts from the identity patterns of the Tai Khern community in the souvenir products of the cultural fund of Ban Ton Haen Noi, Chiang Mai, has the following objectives: 1) to study and identify the cultural identity of the Tai Khern community in Ban Ton Haen Noi, Chiang Mai; 2) to develop the process of creating concepts from the identity patterns of the Tai Khern community in the souvenir products of the cultural fund of Ban Ton Haen Noi, Chiang Mai. The analysis and summary of results can be derived from a review of literature, related documents, observations, and photographic records from field visits. The research tools used included in-depth interviews with 3 individuals, focus group discussions with 20 people, and a consumer needs questionnaire with 100 respondents. It was found that the identity of the Tai Khern community in Ban Ton Haen Noi is primarily represented by traditional houses, Tai Khern clothing, and patterns on garments, accounting for 30%. Following that, the use of Khen instruments accounted for 22%. Therefore, from the analysis summarizing the identity of the Tai Khern people of Ban Ton Haen Noi using research methodology tools, it was found that the information that reflects the identity or specific characteristics of the Tai Khern people of Ban Ton Haen Noi includes 1) woven fabrics for Tai Khern clothing, 2) traditional houses of the Tai Khern, and 3) Tai Khern lacquerware, in order of creativity, shape, pattern, color, and interpretation. The process of creating concepts from the identity patterns of the Tai Kher community in cultural souvenir products is divided into four main steps: 1) Research phase 2) Analysis phase 3) Concept development phase 4) Design phase with both tangible and intangible cultural capital of the Tai Kher community's identity, including the patterns of Tai Kher woven fabrics, the shapes of traditional Tai Kher houses, and the designs of Tai Kher ceramics, these elements are creatively developed according to graphic design principles. They are arranged based on design theories, resulting in three 2D souvenir product designs and three 3D product designs, each inspired by three distinct identity patterns.