VISUAL COMMUNICATION DESIGN OF THAI MOVIE PRINT MEDIA

Abstract

This research aims to explore the visual communication design of Thai movie print media since its beginning era in 1923 to 1990 prior to a turning point of print media design process from hand-drawn to computer graphic techniques. The qualitative research was applied through an interview with 5 print media specialists and sample group of 100 pieces of Thai movie print media produced during the captioned period. The findings revealed that the visual communication design of Thai movie print media comprised 1) illustration, 2) title and message, 3) color scheme, and 4) graphic and motifs.

The design direction of Thai movie print media could be divided into 3 directions based on the applied technology in each period; 1) the Early Period in which the photomontage technique was applied with primary colors, 2) the Second Period in which drawing and painting technique was applied with three-dimensional calligraphy, and 3) the Third Period in which the photo-retouch technique and computer-generated fonts have played a greater role.

The composition pattern of Thai movie print media since the early period till the third one could be concluded as follows: 1) Composition style with Geometric Form Pattern, 2) Composition style with Chaotic Composition Style, 3) Composition style with Idealistic Style, and 4) Composition style with Nostalgia Style.
In addition, the typography design for film titles were based on the following concepts; making the letter as an image. And adapting the image as a letter and adapting the image as a part of the letter.