From Wisdom to Business: A Case Study of an Application of Singburi Pottery Design for OTOP Label and Packaging in Thailand

The objectives of this study were 1)to identify of the pottery design from the Noi Rever?s kiln at Singburi province; 2) to examine the opportunity for making use of it for Singburi OTOP product?s label and packing; 3) to survey the opinions of the consumers on the design products. The population and sampling group in this study included 400 people in Singburi and tourists to give their opinions on the packaging design. Other informants included 7chili paste OTOP producers, 3 specialists in the field of product design, and 3 specialists in the field of marketing. The data were collected through focus group and closed-ended and opened-ended questionnaires to evaluate the appropriateness of the product design. The information was used to make the prototype of the packaging design. The data analysis was done by basic research statistics and content analysis methods. The results showed that the history and identity of the pottery such as shape, patterns and colors of a traditional 4-handle jar can be used to design the packaging of chili paste OTOP of Singburi. The proper packages for the chili paste included glass and plastic bottles attached with the design labels. The consumers reported their opinions on the packaging as follows: the functions of the package were to protect the product inside and easy for transportation. The packaging and its label should clearly give the information of the inside product. Other aspects were values, identity, and good appearance. The results showed that the target group reported their opinions on those aspects at high level.