The emergence of cultural pluralism in today’s markets presents unlimited economic
opportunities and challenges in terms of industrial competition. Through effective designs,
intangible cultural features transform into tangible products with economic values.
Moreover, through the success of ethnic target marketing, products with cultural symbols
or traditions have differentiated themselves from other industrial products in the
increasingly homogeneous market. Embedding cultural relevance into product design does
not only tap into the regional feelings of potential consumers but also creates original
contexts for innovation. Thus, developing soft and emotional power through individual
cultural artifacts in industries that function as symbolic identities and meanings with origin
is crucial. The current study intends to generate the essential concepts of cultural products
to structure the potential development of design innovation. In the current work, we review
the related literature and existing design principles of cultural products. We then conduct a
series of empirical studies through an expert focus group. In addition, we perform a peer
review with card-sorting analysis, which examines 40 selected images of individual
products. Finally, we use expert interviews in examining the outcomes. The triangulation
concept is also used throughout the entire investigation process for validation and
verification. Based on the findings, a design model for a culture-oriented product as a
concentric circle is developed to provide designers with a culture-oriented product design
model when designing cultural contexts for consumers.
DRS 2012 Bangkok
