Prototype Packaging Design for Dried Seafood Products Based on Community Identity: A Case Study of the Traditional Fishing Community in Hua Sai District, Nakhon Si Thammarat Province

Abstract

     This study aimed to: 1) investigate the identity of the Muslim communities and traditional fishing methods in Hua Sai District, Nakhon Si Thammarat Province; 2) examine the needs of a sample group regarding packaging for dried seafood products; and 3) design prototype packaging for dried seafood products based on community identity. This applied research employed a mixed-methods approach. The participants were divided into two groups. The qualitative phase involved 10 key informants comprising community representatives and members of the Hua Sai Traditional Fisheries Association, selected through purposive sampling and interviewed using semi-structured interviews. A quantitative sample of 50 people was selected using a convenience sampling method. Data were collected using an online questionnaire. Qualitative data were analyzed using content analysis, and quantitative data were analyzed using descriptive statistics. The findings revealed that: 1) The community's key identity comprises conservation-oriented traditional fishing practices, Muslim lifestyle and culture, traditional knowledge of seafood processing, and a social entrepreneurship concept that reinvests benefits in resource conservation, education, and community development. This forms the basis of the "See Lay" brand identity; 2) respondents placed the highest importance on the provision of information about production processes ( = 4.27, S.D. = 0.55), while production processes were also the most frequently selected factor influencing purchase decisions (48.00%); and 3) The packaging prototype design was created by synthesizing community identity with consumer needs, incorporating elements from the sea, traditional fishing boats, mosque architecture, and the Muslim community's way of life as graphic components. This was done in conjunction with the organization of product information and the communication of the social enterprise's values. Furthermore, the process of synthesizing community identity in conjunction with consumer needs can be used as a framework to define the elements and design requirements of packaging prototypes that concretely reflect the origin, lifestyle, and values ​​of the community.