On Culture-Oriented Product Design: A Study to Transform Cultural Features to Design Elements

Abstract

This paper based on a practice-based research on how to transform cultural features into designelements under the framework of culture-oriented design. The researcher plays a role as an explorer togenerate a product design based on the cultural product design model. To realize the research objective,Chulalongkorn University’s faculty of Communication Arts 50th anniversary souvenir design project wasselected. In the period of three months, the research was conducted with the application of cultural productdesign model. The research was structured under three phrases, phrase 1 (Identifi cation stage): the stageof researching cultural features to serve as a source of the design project. Phase 2 (Translation stage):the stage of translating cultural features into design resources for serving the design projects. Phase 3(Implementation stage): the stage of transforming cultural features into design elements. It is hoped thatthis paper will provide insights into an understanding of creative design process implementation particularlyfor culture-oriented design activities. Penulisan ini difokuskan kepada penyelidikan berasaskan amalan tentang cara mengubah ciri-ciri budayamenjadi elemen reka bentuk di bawah rangka reka bentuk berorientasikan budaya. Penyelidik memainkanperanan sebagai penjelajah untuk menjana reka bentuk produk berdasarkan model reka bentuk produkbudaya. Untuk merealisasikan objektif penyelidikan, projek reka bentuk cenderamata ulang tahun ke 50fakulti komunikasi Seni Chulalongkorn dipilih. Dalam tempoh tiga bulan, penyelidikan telah dijalankandengan menggunakan model reka bentuk produk kebudayaan. Penyelidikan ini disusun di bawah tigafasa, fasa 1 (Tahap pengenalan): peringkat penyelidikan ciri-ciri kebudayaan untuk menjadi sumber projekreka bentuk. Fasa 2 (Tahap terjemahan): peringkat penerjemahan ciri-ciri kebudayaan menjadi sumberreka bentuk untuk menyediakan projek reka bentuk. Tahap 3 (Tahap Pelaksanaan): tahap mengubah ciriciri kebudayaan menjadi elemen reka bentuk. Diharapkan kertas kerja ini akan memberikan pemahamantentang pemahaman pelaksanaan proses reka bentuk kreatif khususnya untuk aktiviti reka bentukberorientasikan budaya.

A Study of Color, Material, and Finish Design Using a Culture-Oriented Approach, and Its Impact on Product Recognition

“…It became a valuable reference to help designers to create a successful cultural product. Similarly, Ser (2018) conducted a study on transforming cultural features to design elements to generate a culture-oriented design. Based on a framework suggested by Leong and Clark (2003) and Lin (2007) for studying cultural objects, cultural features were identified and translated into design resources and lastly transformed into design elements.…”

“…Three scarfs were designed under the cultural product design model suggested by Lin (2007). This practice-based research is limited to graphic design therefore, in-depth investigation of similar research interests from different design disciplines provides an enormous opportunity for future research work (Ser 2018). The importance of including a cultural study in the design process is highlighted by Becerra (2016).…”