KINETIC ART METHOD: SONGKARN WINDOW DISPLAY DESIGN

บทคัดย่อ

This research aims to study the aesthetics of perception in contemporary society, the image of the Songkran festival, window display design, and case studies of brands to analyze brand identity, the identity of the Songkran festival, and the identity of Thainess communicated through contemporary art-based window display design. The research seeks to create kinetic art and window displays that blend contemporary art for the Songkran festival, as well as to promote a new approach to creating a sense of Thai identity and to evaluate customer satisfaction from visiting the window display. By employing a mixed-methods approach, including surveys and interviews with participants, the study analyzed data on the identity of the Thai Songkran festival, brand image, and window display design. Drawing upon theories of semiotics and cultural studies, the findings revealed that window display designs incorporating patterns and symbols from the identity of the Thai Songkran festival, using a line style similar to powder lines, effectively convey the image of Songkran in communicating the stories of various important activities during the Thai Songkran festival. The incorporation of the brand identity of Top Charoen Optical, such as the brand logo, into the design of characters that embody the brand's identity, which represents Thainess, fun, playfulness, and modernity, to communicate the story of the Songkran festival through the Top Charoen Optical brand presented with a kinetic art approach, resulted in a window display with movement through visual dimensions of color (Color Vision), creating a visual perception by viewing the work with the naked eye and through blue and red lenses or films, which allow for different viewing of the colors and patterns that communicate the story of the festival activities. This resulted in a novel form of artwork that attracted attention and captivated the general public. Importantly, this has an impact on brand recall, identity, and creates social context engagement.