Abstract

This is a qualitative investigation to explore the role of packaging designs in the marketing of community agribusiness products in Western Thailand. Market research was conducted with 100 consumers in Western Thailand to assess the efficacy of existing packaging designs compared to innovations. With the cooperation of the Food Innopolis Research and Development Centre, packaging designs were created for fifteen local products. Consumer satisfaction of five packaging elements (communication, structure, use of color, materials and attractiveness) was evaluated using a questionnaire and final packaging prototypes were created. Results indicated that the visual elements of packaging, especially color, images, illustrations and fonts, hold the greatest power to both attract and deter consumers, although this remains secondary to product pricing. Geographical indicators and acknowledgement of local identity are key elements that need to be included as features of packaging to maximize the market potential of agricultural products created by small businesses in Western Thailand.