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practical function, which was directly beneficial to the end users, should also be
considered. Second, identity maintenance and signification of decorations and
colorations according to Thai Song Dum’s beliefs. Due to meager decorations and
limited colors of Thai Song Dum style, product design must be cautious, especially in
terms of the identity maintenance and the difference in cultures of different areas.
Accordingly, the designers should have a number of information relevant to history,
meanings, and utilization of the decorations of Thai Song Dum style so that the
confusion of using each decorationwould not take place.
3)
The desire of Thai Song Dum woven fabrics of targeted customers from 5
areas revealed that most found out what the problems of Thai Song Dum woven
fabrics were (1) remote selling location, (2) few items, (3) obsolete style, (4) less
utilization, (5) inappropriate price, and (6) difficult to preserve. Nevertheless, most of
the clients were considerably satisfied by Thai Song Dum woven fabrics in a holistic
manner. Top five of Thai Song Dum woven fabric products according to customers’
need were backrest pillows, napkin boxes, lady’s bags, shirts, and pants, respectively.
In addition to customers’ point of view, the price of Thai Song Dum woven fabrics
which customers were willing to pay was 201-300 THB per piece. Backrest pillows,
napkin boxes, lady’s bags, and clothes, in the present study, were designed by the
authors from outstanding weaving and sewing styles of Thai Song Dum people. Major
styles were made as Dok Prom, Kho Kood, and Jasmine styles. They were all
modernized but remained its identity and signification.
4)
The examination of product concepts of Thai Song Dum woven fabrics
developed by the study of identity and meaning recognition of targeted customers,
together with such examination from the experts led to the synopses of Thai Song
Dumwoven fabric patterns following economy concepts:
4.1 Backrest pillows – the most suitable patterns were type 1 and 2
which both customers and experts satisfied them the most. In addition, decorations
and colorations well represented the uniqueness of Thai Song Dum woven fabrics,
emphasizing on blue, white, and black products.
4.2 Napkin boxes – the most appropriate patterns were type 1, 3, and
4. Experts commented that type 1 had an interesting pattern. Type 3 was very
attractive to the targeted customers, even though its pattern was rather ordinary.
Besides, the outstanding patterns of type 4were its decorations and colors whichwell
represented the uniqueness of Thai Song Dum style.
