THE GRAPHIC DESIGN INSPIRED BY THE NEW NORMAL UNDER THE BRAND OF SUBSTREETBOY

Abstract

The study aimed to 1) to study graphic design inspired by the New Normal graffiti style, 2) to design the graffiti patterns of fashion products for skateboarders aged 18 – 25 under the Substreetboy brand, and 3) to evaluate satisfaction towards the fashion products under the Substreetboy brand. The research instrument included an interview form for interviewing graphic design experts, graffiti designers and fashion product design experts, and a questionnaire for evaluating satisfaction of 50 consumers who were a skateboarder aged 18 – 25 in Udon Thani Province towards the designed graphics. The results revealed that 1) there were 4 aspects of the New Normal including learning through the internet online, business of distribution online, working by bringing the work back home and daily routine by wearing the mask when playing skateboard. Therefore, these Now Normal aspects were used to design graffiti letters and characters. 2) The designed graffiti was inspired by the sloth as an act for lagging and boredom. These emotions had shown a way of life that was inconvenient and slow in the New Normal society after the Covid-19 outbreak. Sloths in skateboarding poses representing various aspects of the New Normal lifestyle were painted on fashion products such as shirts, pants, hats, masks, and skateboards using vibrant colors and graffiti art techniques. 3) There was the highest level of satisfaction towards the designed fashion products on working (x̄ =4.85), followed by business (x̄ = 4.82), learning (x̄ = 4.82) and daily routine (x̄ = 4.81) respectively.