GRAPHIC DESIGN ON SOUVENIR PRODUCTS INSPIRED BY THE CULTURAL HERITAGE OF TAI DAM COMMUNITY IN BAN NA PA NAD, KHAO KAEW SUB-DISTRICT, CHIANG KHAN DISTRICT, LOEI PROVINCE

Abstract

Background and Objectives: The culture of the Tai Dam community in Ban Na Pa Nad, Khao Kaew Sub-district, Chiang Khan District, Loei Province, represents a valuable local heritage worthy of broader dissemination. However, it has gradually faded from social recognition. In reality, Tai Dam culture constitutes an important form of ethnic cultural heritage that is at risk of disappearing in contemporary society. This study was conducted with the following objectives: (1) to investigate the cultural identity of the Tai Dam community; (2) to design graphic elements for souvenir products based on Tai Dam cultural identity; and (3) to examine consumer satisfaction toward the developed souvenir products.

Methods: This research employed a qualitative research design, integrating documentary research, fieldwork involving in-depth interviews, photographic documentation, and participant observation for data collection. The collected data were systematically analyzed through categorization, prioritization, and synthesis to derive design guidelines.

Key Findings: The findings indicate that the Tai Dam community possesses distinctive cultural identities, including Tai Dam script, traditional music and dance, and ethnic attire. These cultural elements were synthesized and applied as conceptual foundations in the graphic design of souvenir products. The designed products were evaluated by tourists and residents in Chiang Khan District, Loei Province. The results revealed a very high level of consumer satisfaction (x̄ = 4.62, SD = 0.52).

Implications of the Study: Tai Dam cultural heritage demonstrates strong potential for creative development and design innovation. This research contributes to the creation of new design prototypes and represents an initial step toward integrating culturally significant heritage into the creative economy, with implications for community-based income generation.

Conclusions and Future Study: The study entitled “Graphic Design on Souvenir Products Inspired by Tai Dam Community Culture in Ban Na Pa Nad, Khao Kaew Sub-district, Chiang Khan District, Loei Province” can be further expanded and integrated into various domains, including promotional media design, packaging development, innovative product creation, digital media production, and educational materials related to local arts and culture. Tai Positioning Dam motifs and artistic identity as core elements can enhance product value, strengthen community distinctiveness, and promote sustainable tourism in the area.