packaging design with natural materials : a study for conservation · 2010. 6. 24. · 8 packaging...

Packaging Design with NaturalMaterials : A Study for

Conservation*

AbstractThe objective of this project is to study the categories of food

package design from natural materials in southern Thailand. Amongthe southern Thai various designs can be classified based on thefollowing: types of food, materials, package production process,transformation of natural material, package structure, properties ofmaterial and packaging and marketing strategy. All of these factorshave to be carefully considered under the local social and culturalcontexts. They have an effect on the design concept of packagesmade of natural material in Thailand.

The research methods are literature search, observation,interview and sampling of packaging design analysis.

A survey of related literature is necessary to find basic socialinformation concerning the geographical and cultural characteristicsof the target community areas. From the information obtainedthe design of appropriate tools for field work is possible. Byobservation and interview, with random sampling of local dealersand producers, data from 333 sources of different cities and townswas obtained from the following places : Chumporn, Ranong,Phang-nga, Phuket, Surat Thanee, Patthalung, Krabi, Trang,Nakornsrithammarat, Satun, Songkhla, Pattanee, Yala andNarathivas.

Results of study indicated that natural material has been used

* The project research was funded by Silpakorn University Research &De velopment Institute in 2000.

Apisit Laistrooglai, Payoon Mosikaratand Malinee Wigran

8 Packaging Design with Natural Materials : A Study for Conservation

for a long time. It is a tradition passed through older generations.The choice of materials are wide range. Most of them are domesticmaterials easily available from the vicinity of the producer /dealer’shome. Among the choices of material from different parts of plants(such as leaf, branch, fiber from stems etc.) a proper choice fromthe wide range of material with proper design for food packages isavailable. They are useful as protective material for food as well astheir convenience for counting the number of food packages forpacking and transportation. Besides a food container, packagingcan be stacked to display the product image. It is the best packageto show customers that they will have the proper food for theirchoice. These natural material packages become a symbol and showthe clear identity of the folk package design. It tastes good andsmells like food, which synthetic material can not match. Thesenatural materials are: Banana leaf (Musa spp.), Kapor leaf (Licualaspinosa Thunb), Bamboo leaf (Babusa sp.), Klum leaf (Donaxcanniformis), Laan leaf (Corypha Leconter Becc.), Para Rubberleaf (Betal palm) Chak (Nipa fruticaus), Krajude (Lepironiaarticulata) etc.

Packing can be classified by process as follows:1. Folding2. Receiving plate (like a dish or food plate)3. Containing4. Clipping and skewering5. Tying (Bundle)There is a great diversity in package forms; they make

convenient and effective packing devices, appropriate fortransportation preservation, as well as marketing purpose. The studyof the construction of packaging showed that natural materialcould be applicable both from the leaf vein and longtitudinal, crossedor diagonal, to the leaf axis as a design that provides sufficientstrength for a package. The package is not easily broken or torn.The strength of the mid rib vein makes a strong package structure.The ‘Khanom Chak’ (coconut sweet wrapped with palm leaf) is agood sample.

The southern geographical regions have selected the uniquecharacteristics of different species of plants and their specific parts

9Apisit Laistrooglai, Payoon Mosikarat and Malinee Wigran

can make smart designs appropriate for transportation and sale,and the process has communicated a good message to customersthat the product is safe to consume, easy to keep and contains aproper marketing strategy.

Purpose of StudyTo study the categories of food package design of southern

Thailand classified as natural package design based on thefollowing : type of food, production process, material,transformation of natural material, structure, properties of package,usage, transportation, packaging in different climates, duration ofkeeping the product, and the marketing strategy. The team ofresearchers are fully aware of the social and local culture contextswhich are significant influences on the design concept and formof these natural packages in Thai society.

Process of StudyThe research methodology is divided into 4 steps :First, surveying data related to the result of study which involve

to be the principle data, to set the point of study cover the physicaldata of southern and natural resources, society and traditional incommunity of southern. According to this data, we found animportance relationship between in regard to sharing of eachsouthern group and various geographical locations andcommunities. This can create a relationship in the form of sharingbetween communities in their own way. For example, Para rubberagriculturists and orchardist agriculturists who live in a mountainhighland area, need Kapi, salt fish and dried prawns from fisheriesin coastal areas. The people in the coastal areas also needseasoning fruit wood and herbs from the mountain highland. Thesouthern communities have been sharing for a long time, which hasaffected the traditions related to food for the unique southern groupof people and brought them together at the same time.

Second, besides surveying data and the result of involving study,we have also prepared a questionnaire and pre-tested thequestionnaire before the field study to collect data on productionand distribution.


Third, we conducted a field study by using in-depth interviewsfor the production and distribution, and by considering the realsituation at the place of production and distribution. The field teststarted in the early morning at the market of the village, tambon, oramphor. These markets are the main target of the study and are theplace where we found the system of close relationships which lastlongest between people in communities and people outsidecommunities. Most markets are closed to the villages or on the waybetween the villages. The markets are temporarily set up along theway from the street, and without classify the product as fresh. Sizesof markets depend on the number of sellers which reflects by thenumber of buyers. There also were the food markets from theafternoon till evening both private and public. These markets focuson food.

The sources of the data were found along the way, such ascoffee shops, food shops, convenience stores, and travel places.

For the target group of this survey, we used a random samplingtechnique in the place we have mentioned; all the 14 provinces insouthern Thailand, which are Chumporn, Ranong, Pang-Nga, Phuket,Surat Thanee, Patthalung, Krabi, Trang, Nakornsrithammarat,Satun, Songkhla, Pattanee, Yala and Narathivas. We found thatpeople in the south are varied and could carry on their traditionalways of living together, including original Thai, Thai-Chinese, andIslamic people. This study was based on the geographical locationof the communities which can be divided into 3 groups;

1. Coastal area of the gulf of Thailand and Andaman Sea2. Central Plains of the southern Region of Thailand3. The Mountain Highland and other near by areasThe communities of the south are set by mixing together life,

trade, and transportation. The difference is only in the traditionalactivities of each group. The results of the study showed that thestructure of packaging for the design of natural packaging is almostthe same so the difference is geographical which is affected by theorigin of the natural source for the person to use.

The number of respondents is 333.Forth, we classified and analyzed the data by emphasizing on

packaging included in the study and analyzed the process of


N

packing, usage, materials, and atmosphere in related fields incommunities.

Fig. 1 The illustration map of southern Thailand.

Reference : Modified from Pramarn Dhebsongkroa. SouthernGeography : Geo-Politicle Science with Field WorkEducation for Local Geograghy. (Songkhla : TheAcademic Service Project of Princess SongklaNakarinthara University, Southern Regional, 77, 2539)

Chumporn

Ranong

NakornsrithammaratPang-nga

Krabi

Phuket

Satun

Trang Patthalung

Songkhla

YalaNarathivas

Pattanee

Surat Thanee


Fig. 2 The illustration map of southern regional landscape.

Reference : Modified from Forestry Research Center. TheFaculty of Forestry, Kasetsart University. ProjectStudies on Tourism for Ecology SystemConservation.(Bangkok : Kasetsart University, 2528)

Chumporn

Local Map Scale Kilometers

Symbol

Gulf of Thailand

Surat Thanee

NakornsrithammaratPang nga

PhuketTrang Patthalung

Songkhla

SatunAndaman Sea

YalaNarathivas

Pattanee

Malaysia

Ranong

Krabi


Results of the Study1. Physical properties of food affect to the packaging. We

found that the natural materials in the south are various for peopleto choose for the most usage by the packaging and food.

1.1 Food which can stay in a shape. In this packaging, theshape of the package will stay in a shape.

1.2 Liquid food and when it has been cooked, it will stay inthe shape of the package.

1.3 Liquid food shaped by the package.2. Packaging material. The materials from plants, such as

leaves which are need to take the food and to pack it beforecooking, and also found that other part of plants can be used to sealthe package.

According to the study, the most used natural packaging isbanana leaves. Tani banana leaves are the most popular, and plantedall over the southern area. Next is Wild Banana, found in mountainareas. Stone Banana leaves were found to be used in Yala province.Bai Por Hor Tom was found much in the south too.

3.The process of packing, structure of packaging, usage,transportation, packaging, and the marketing strategy allconsidered as the whole picture of packaging divided into 5categories, folding, receiving plate, containing, clipping andskeweing, and tying category.

3.1 The folding category is the largest category in this study.The shape of the bundle can be variable.

Fig. 3 Packaging with multilayer.


Fig. 4 Long cylinder shape packaging, the sheath covering theinflorescence is used for wrapping material.

Fig. 5 Khao Tom Mud (left) and Khao Tom Mon. (right)

Fig. 6 Fold into a male (left) and a female (right) triangle shape inwhich the top end side is insert from the bottom side.


Fig. 7 Khanom Aapong.

Fig. 8 Khao Niew Moon. (sweet sticky rice)

Fig. 9 Khanom Jang.


3.2 The receiving plate category is to place under the food,the material made from banana leaves both fresh and dry and comesin various shapes, such as high cone shape or square.

Fig. 10 High cone, Khanom Kruay’s package and blunt cone,Khanom Krok’s package.

Fig. 11 Kratong .


Fig. 12 Red sticky rice with sugar and Brown sugar contain inWaen Bai Taan.

Fig. 13 Munthow on receiving plate from banana leaf.

Fig. 14 Group of Khanom Takoe on receiving plate from 2 plantleaves which pin together.

Fig. 15 Kheng Pla Too. (basket of fish)


3.3 The container category, for example, Nepenthesampullaria used as a container for containing sticky rice.

Fig. 16 Nepenthes ampullaria contains sticky rice.

Fig. 17 Creative round shape, weaved with bamboo strip.


Fig. 18 Loosely creative round shape which light weight, used forcontaining fruits.

Fig. 19 Basket of Khanom Jean.

Fig. 20 Mangosteen skewered into bamboo stick.

3.4 The clipping and skewering category is for arranging thefood in one unit in order to preserve food or for easy cooking andgrilling.


Fig. 21 Dual splited fish with flat bamboo stick.

Fig. 22 Splited grilled chicken leg with bamboo stick.

Fig. 23 Splited grilled fish.


Fig. 24 Tying with a coconut leaf.

Fig. 25 Tying by climber stem.

3.5 The tying category is to collecting small pieces to makethem easy for counting and transportation.


Fig. 26 Tying with banana leaves.

Fig. 27 Tying the crab.

Fig. 28 Bunch of Khanom Tom.


All the categories were good for usage, preservation, and asa marketing strategy.

1. Cooking in the package smells good2. Cut the melt fruit for easy preserve.3. The Pyramid bundle are good for the consumer to see the food.4. The string category can help in distribution.5. Signs on the package help categorize products.6. Tie up vegetables to reduce damage.

Fig. 29 String is used for counting and transportation.

Loose tying, easy to pick


4. The purpose of packing is for preventing breakage. Thefibers in leaves are useful. The structure of pyramids is strong.

Results of the AnalysisThe results of the Analysis express the ideas of folk designers

who had wisely used natural material for package design.1. Types of food in the south depend on the traditional group.

Each group has its own food but to consume in the same. In themarket, we did not focus only on one group of customers but allgroups.

2. The choice of material is an important fact. The naturalqualities of the material, such as the width of a plant leaf, strength offiber and surface quality (the material can be easily cleaned or ishighly absorbing) have to be considered.

3. There are different trends and other changes depending onthe tastes and values of different regions. The same kinds of foodfrom different geographical locations have different packagedesigns indicating their geographical origin of production. Most ofthe food cooked from coconut milk, when exposed to heat, will bean oily surface; this is an important factor. Food wrapped in leaves,especially banana leaves, there will be a more favorable smell thatindustrial materials usage cannot realize. It is a means to improvethe charm and taste of the product as well as creating a type of folkpackage.

4. Material or species of plants used in package design may bechanged because of the limitation of material. In some cases it is nomore available or it has to be purchased from other regions. As theamount of production increases the producers have to find newsubstitute materials.

5. The category of packaging for all groups are the samebecause they all concern the physical aspects of food.

6. The package structure and its unique function have to beconsidered. For example Khao Tom Chao, where the foodproduct in a young coconut leaf makes a pleasant smell but in oldleaf makes a strong unfavorable smell. Food packaging has to beconvenient for cooking and consuming. To prevent safety problemsis another consideration as well as a marketing strategy.


7. Natural materials still fulfill the package function.Researches indicate that food lasts longer when preserved innatural materials that are easily degradable.

Recommendation1. This study has shown some design of food packaging which

most have never seen, so these regional wisdom knowledges mustbe diversified by different areas and must be gathered them morebefore losen.

2. The data should be collected widely and needs more time.There were some limitations of the study :

2.1 Arrived on the day that the area did not have a market.2.2 Dangerous Road2.3 Flooding2.4 Early morning for the large producers and distributors.

3. Spreading the local idea.4. The name of categories could be adjusted for a proper name

because this study called for the shape as seen.5. Using natural materials, such as plant leaves should be

campaigned as a means to reduce environmental problems startingat the family level.

Fig. 30 Khao Tom Chao or Tupa Nasi.


6. Ecologically oriented issues in design, need to be seriousconsideration.

7. Designers should learn and use the distinguishing qualities ofthe material wisely.

8. A serious problem is that natural materials used forpackaging are fading because of their high price. There is a need forproper measures to be carried out. There should be higher taxationon high waste materials which will damage the environment.

Table 1

Group 1 : Thai Buddhist CulturePackage Pattern Group 2 : Thai Chinese Culture Group 3 : Thai Muslim Culture

1. Folding1.1 Folding by the shape of food Sweet sticky rice’s packaging -

customer can see the productclearly.

Khao niew moon

(sweet sticky rice)

Aapong folding the bananaleaf by the shape of food. Oneside open for eating easilyand another side for holding.

Khanom Aapong

UnfoundedThere are 2 similar styles whichare Thai Buddhist culture andThai Chinese culture. The firststyle is folding by opening themiddle of the top. It uses for sweetsticky rice which has manydifferent toppings. Therefore,customer can see the topping ofsticky rice. Moreover, it uses forstreamed Khanom Mun. Thesecond style is simple. Thephysical of package will wrap theshape of food accordingly. Theirfunction like the container forpreventing the food and suitablefor holding.


1.2 Angular WrapKhanom Tom is wrapped withthe tip of Phor leaveswinding to make a triangularpyramid only one kind ofmaterial required. Releasingthe wrap is simple.

Khanom Tom :

male(long) female (short)

Khanom Jang is smaller thanBa jaang due to the differentsize of bamboo leaf. However,both Jang and Ba jaang haveround shape than Tom.

Khanom Jang

Different wrapping device isfounded in group 1 and 2.The pattern of using the plant’s leaffor getting into shape is similar tomaking a funnel, filling the foodand folding up and the line inthe middle of leaf will help thestructure of package stronger.Phor leaf (Khanom Tom) andBamboo leaf (Khanom Jang and Bajaang) are used for this style.Khanom Tom’s package can useitself to wrap close the package butKhanom Jang and Ba jaang’spackage need the rope to tie.

Khanom Tom : Short style isfound in this group like ThaiBuddhist culture group.

Khanom Tom

female style (short)


1.3 Long Cylinder shape packagingThe dessert is heavy, so thepiece of palm husk is strongenough and the surface ofit is smooth so the food willnot stick in it. Moreover, itpreserves the food, if puttingon the top of oven. The hugeand covered completelypackage is tied by rope at theend and the middle so theproduct will not touch the airwhen the customer wants tobuy, the seller will cut andscale the weigh.

Kalamae package

Unfounded Packing with multi layer. Bigsize of package, using 2 layerof banana leaf by wrappinginto round with long size.Together with the tight uprope in the middle, bottomand head. But leaving theend free like the durianpackaging and kalamae inBuddhist culture. Becausethis dessert must be boiledin such a case the bodyitself must be ventilable anddehydratable. With this sizeit will cut into a single partfor sale.

Khanom Lorpeh

There are 2 similar groups whichare package of Kalamae and durianin Thai Buddhist culture andpackaging of Khanom Lorpeh inThai Muslim culture.


1.4 Wrapping 2 pieces and tyingKhao Tom Mud has manysizes and every size isconvenient to eat withoutcutting. Normally, there are 2points but sometimes’s more.

Khao Tom Mud

Khao Tom Mon’s package istwo times bigger than KhaoTom Mud. It has the handlesand can be separated for sale.

Khao Tom Mon

UnfoundedtogetherThe shape of the package makesthe product looks big especiallythe filling dessert will makepackaging stronger. Therefore,it’s suitable for steaming andtying by thin bamboo-strips to bepaired. This style is found in 2cultures which is Thai Buddhistculture (Khao Tom Mud) and ThaiMuslim culture (Khao Tom Mon).


2. Receiving Plate2.1 Flat Part

The material used to be container,not only the banana leaf is used,but cashew nut’s leaf andKhanoon’s leaf are also used.

Khanom Luem Kluen

Using banana leaf to holdMunthow and Khanom Tao.

Munthow

UnfoundedA simple packages design as flat part ofthe leaf round or rectangular or 2 bladessewer or attached by other device to fitthe proper designed shape of stickydessert or other food.There are 3 patterns which are,- Single flat part by cutting rim

to be triangle and circle in similarsize with a dessert, such as KhanomHua laan, sweet cashew nut (ThaiBuddhist culture) Munthow,Khanom Tao (Thai Chinese culture)

- Single flat part by folding the rimto be square but no corner havingthe same size with a dessert, such asKhanom Hua laan (Thai Buddhistculture group) and Khanom Tao(Thai Chinese culture group)

- Pair flat part and binding together

by the pin. It uses for many piecesof dessert packed together such asplate of Khanom Takoe (ThaiBuddhist culture group)


2.2 Waen Bai Taan

Brown Sugar

Unfounded

Red Sticky Rice with sugar

A combination of group 1-3Using palm’s leaf torn to be longthread around 4 x 0.5 inch.Rolling in a circle for being theframe of sugar and liquid cookeddessert. When the dessert is cooldown and hard, it will stick withthe leaf. It uses for Brown Sugar(Thai Buddhist culture group)Red Sticky Rice with sugar (ThaiMuslim culture group)


2.3 Cone and KratongCone : Constructing intoshape by banana leaf to becone and pin it together buthaving to do it carefullybecause the liquid food willcome out. A cone is madefrom fresh circle or squarebanana leaf. It uses aspackaging for KhanomKruey and KhanomTaan.

Khanom Kruay

Unfounded Blunt cone : Construction forthis shape is simila to cone,but the rim is a lot bigger andshorter than cone. This bluntcone is for a small piece ofcooked food.The material that used in thisculture can be found easilyin local area such asChompoo Samed’s leaf forKhanom Khrok.

Khanom Krok’s Blunt conemade from 2 Chompoo Samed

leaves.

1) ConeA new form designed to bethe container for liquid food.The package is designed to becookable. Four basic designpatterns : cone, blunt cone,rectangular kratong andcircular kratong.


Material selection is animportant factor for example,banana leave Tong Tani isgood because the leave willnot turn black after cooking,screw pine (Bai Toey) give anice smell. Shape of packagewill follow the traditionalstyle such as kratong andcone are used for differentkinds of food such asKhanom Luemkluen, KhanomKhrok.

Khanom Luemkluen’s Kratong

Khanom Khrok’s Kratong

In this group sowing device(Four corner) are used, drybanana leave is a propermaterial.

Khanom Kheng’s Kratong

Quadrilateral Kratong :Using stone banana leaffrom nearby local area thensew it into 4 corners shape.It’s can be stated for certainthat using of these twomaterials (Chompoo Samedleaf and stone banana leaf)in this culture is not foundin any other culture.

Khanom Takiang’s Kratongmade from stone banana lief.

2) KratongThere are two patterns which arecircle and square. Found inevery culture. Mostly using withliquid food for steaming.


2.4 Too-Fish BasketBase or Bottom of basket willbe woven in 6 angles andthen weaving up the rim. Thebasket like this is not strongbut it’s easy to make, lightand cheap.

small basket has rim itself

Woven into Chaleaw pattern,it make the air and heat flowwhile steaming the fish andbe selling. The basket can beplaced one upon anotherand the rim of the basket canhold the weight that the fishis not destroyed. Moreover,it can be reused.

bigger and stronger basket

UnfoundedWoven from bamboo. Found 2styles which rim in itself (ThaiBuddhist Culture) and withadded bamboo rim (Thai ChineseCulture)


3. Container

Basket for Khanom Jean (Thai ricenoodle) has 2 styles ;1) Short basket : Using Khlumwoven to be round, wide, big withshort rim. It makes the basketstrong enough to carry. Whenpacking Khanom Jean, they willplace banana leaf under first andif they wants to pack in hugequantity, they will use the bananaleaf to be the high rim to protectKhanom Jean and the air can floweasily.2) High Basket : Basket forvegetable in Thai-Chinese cultureis similar but use bamboo andsmaller without holder.

The basket for fruit and vegetableseparated in 2 types as follows ;1) High basket, wide rim, handlefor holding with long life usage.Therefore, this basket can bereused so many times until itbecome unuseable. Basically thesebaskets are suitable for vegetableand fruit such as negrito, cabbage.2) Airy basket, both rim andbottom are the same size, lightweight with the cover on topsuitable for big size of vegetableand fruit. The life usage is not asmuch as high basket.

UnfoundedBASKET : The products in hugequantity can fill in and suitable fortransport and preservation. Two similarpatterns of packages are found whichare Thai rice noodle’s basket, (ThaiBuddhist Culture) and fruit andvegetable’s and Khlum for weaving.

Khanom Jean’s baket(short style)

high basket airy basket


4. Clipping and SkewerThis package used forroasting, grilling and fryingthe food and for making intothe group for sale in set, forexample unripe mangosteen,dried fish.

unripe mangosteen

Clipping chicken by bamboo.Using rope or wire at the endof stick to protect the chicken.

grilled chicken

Unfounded

Bamboo stick for splitedgrilled fish, tight up thebottom by rope or wire.

Korlae fish

Inserting : It is the arrangementfor the product which is in smallpieces in small group. Normally,using bamboo and coconut’s twigthat not too big for easy puttingin.

Pinching : Basically, used with thesingle big and heavy piece of foodby spliting the bamboo stick andtie both end of it with rope or wire.When eating, just take out the ropeand bring the food out to eat.


5. Tying (Bundle)Khanom Tom around 4 - 5pieces are tied together into abunch.

bunch of Khanom Tom

Jang wrapped together inthe big bunch. If it too big, itwill be separated to sell. Eachbunch contains about 5 - 10single piece.

big bunch of Khanom Jang

Bunch of fresh fruit are tiedwith local material, bunch ofcrabs with claw tied alreadywill be tied together in hugebunch, like Khanom Tom andKhanom Jang’s style.

frersh fish and fresh crab

In every culture, natural materialis used to tie the product for theconvenience in transfer, classifiedor combined and increase the salefor example crab, fresh and driedfish, Chinese sausage.

packaging design with natural materials : a study for conservation · 2010. 6. 24. · 8 packaging...

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