GRAPHIC DESIGN PATTERNS TO COMMUNICATE THAI-DUM IDENTITY FOR GENERATION Y

Abstract

This research, "The Design of Repeating Graphic Patterns to Communicate Tai Dam Cultural Identity for Generation Y," aimed to: 1) study design guidelines for repeating graphic patterns that express Tai Dam culture; 2) identify communication approaches for Tai Dam cultural identity suitable for Generation Y; and 3) design products to communicate this identity to the target audience. The research methodology began with data analysis and interviews with local experts to establish design guidelines. These guidelines were then used to create repeating patterns by applying 8 principles of repetition (shape, size, color, texture, direction, position, space, and gravity) and 5 structural layouts (formal, semi-formal, informal, static, and active). The resulting designs were subsequently used as stimuli in a focus group discussion with members of Generation Y for evaluation. The findings revealed that: 1) Design guidelines for repeating graphic patterns representing Tai Dam culture were synthesized from five cultural root categories: attire, architecture, traditions, recreation, and beliefs, which reflect their past way of life. 2) The most effective communication approaches for Generation Y involved the use of organic, hand-drawn, and geometric shapes, with color personalities that were classic, dynamic, elegant, and natural. 3) The product designs that best meet the demands of the Generation Y target audience were shirts, pants, hats, mugs, and bags.