THE APPLICATION OF THAI FABRIC DESIGN TO THE PERSONALITY OF CONSUMERS

Natnaporn Aeknarajindawat

ABSTRACT:

Silk is a precious handicraft that is a heritage of Thai art and culture that has been passed down for a long time and is known worldwide for its natural beauty and can be owned. This study aimed to study and analyze Thai fabric designs to match consumers' personalities. It is qualitative research through in-depth interviews with experts in Thai textile production. Fifteen fashion designers, academics, and people involved and experienced in Thai textiles. The data analysis tool by Thematic Analysis on Thai textiles found that consumers' personality was related to the application of Designing Thai fabrics in both tones and patterns. People with stern and disciplined characters will suit bright colors with no printed patterns. People with cheerful personalities and good moods are easy to socialize with and suitable with bright colors and intricate designs. As for those with nature, they are virtuous, gentle, polite, and ideal for dressing that is simple, beautiful, bright colors, and harmonious with the surroundings.

KEYWORDS: Thai Fabrics, Application of Design, Personality

DOI: 10.62788/J1k7N2r4mE

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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