The contribution of typicality and novelty on graphic design packaging to improve the economic position of Thailand

This study is based on the premise that packaging may increase the value of coffee made in Thailand. The investigation looked at the significance of typicality and novelty on the aesthetic preference of graphic design on product packaging. The study found that the graphic elements on coffee packaging played an important role in determining the most preferred designs for Thailand. This was then confirmed during a 3-phase investigation revealing that ‘novelty’ was the most preferred graphic element for Thai coffee packaging. The research was conducted under the context of Thailand’s governmental policy for economic development (Thailand 4.0), which is intended to raise and improve Thai competitiveness.