Packaging Design Using AR Technology for Marketing Communication of Community Products in Chawang District, Nakhon Si Thammarat Province

Abstract

The purpose of this research is to deeply study on the identity of the community products and graphic elements on packages in order to be used as a guideline for designers with an aim to create the outstanding image on products by applying AR Application as a tool to design the graphics for the packages modishly. Most importantly, it is expected to be effective for competitive purposes. As we made the satisfaction by educating regarding marketing communication for both the consumers and the entrepreneurs in Chawang district, Nakhon Si Thammarat Province, suggesting that, the finding has shown the study of the identity of the community which creates the positive image on packaging design of the community products. It mainly focuses on marketing communication using product remodeling strategies by AR Application for recognition, accessibility (for significant information of products and entrepreneurs) and simplicity for users. We have selected 500 consumers as the representative sample for 5 different products. As a result, the contentment with the identity of structure and graphics on package, and AR Application are the highest with the average of 4.54 and 4.66 and the standard deviation of 0.96 and 0.80 respectively.