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    Contemporary Art Access and Distribution Channels: A Case of Thai Undergraduate Student
    (2025-05-01)
    Leelayudthyothin, Mittheera
    The contemporary art market has witnessed substantial global growth since the 1990s, making access and distribution channels increasingly essential for emerging artists, including undergraduate art students. This study investigates whether differences in university rankings influence students’ preferences regarding contemporary art access and distribution channels. A quantitative research method was employed, utilizing a closed-ended questionnaire based on a five-point Likert scale. A total of 450 undergraduate art students from four Bangkok-based institutions—two top-ranking and two general universities— were selected through simple random sampling. Data were analyzed using independent sample t-tests to compare students’ preferences between the two groups. The findings reveal that students from both groups reported similar levels of access to various contemporary art channels, including public art centers, private galleries, mass media, websites, and social media platforms. However, notable differences were observed in distribution preferences: students from general universities showed significantly greater reliance on traditional channels such as public art centers, private galleries, mass media, and Facebook, whereas students from top-tier universities were more evenly distributed across traditional and online platforms. These findings highlight the continuing relevance of traditional art spaces while underscoring the growing importance of digital channels in contemporary art dissemination.
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    Are Aesthetic Preferences Affected by Gender and Age Differences?
    (2024-01-01)
    Leelayudthyothin, Mittheera
    Aesthetic preferences can be crucial for any brand that considers consumer favorites as essential. Form and shape are the most fundamental design elements concerned for all kinds of products and services. Gender and age differences were the main explanatory variables of interest in this study. The perceptions of two forms comprising representation and geometry associated with two contrary shapes involving solid versus airy, were examined. One hundred and eighty respondents participated by using convenience sampling method. Data collection was obtained through an online questionnaire survey and analyzed by ANOVA statistics. The findings suggested that the representational form is recommended for all ages. All genders appreciate it when it combines with solid shape. In addition, the design of geometric form with airy shape is suggested for LGBTQ and younger clients. The implications in this research offer the insight design guidelines for the use of gender and age differences concerned businesses.
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    Brand logo and brand personality perceptions: A case of real estate business in Thailand
    (2022-01-01)
    Leelayudthyothin, Mittheera
    ;
    Boontore, Amon
    Brand logo is one of the key elements of corporate identity that most organizations use in differentiating its brand from others. A well-designed logo can be powerful in a competitive market, especially for the business whose identity and personality are highly required such as real estate. The annual revenue of Thai property business was reviewed and two groups of property brands were adopted as our case study including top ten and general selling brands. The objectives of this research were to examine the effects of logo elements including brand name, graphic, and color on brand logo perceptions in terms of uniqueness, recognition, and beauty and to explore brand personality perceptions comprising sophistication/up-to-date, excitement/friendliness, security/trustworthiness, and simplicity/sincerity of the representatives of both groups. A total of 486 participants served as our samples in evaluating brand logo elements and brand personality through questionnaire interviews. T-test and Chi-Square statistics were utilized in data analysis. The findings indicated that the whole logo should be advised in logo design guidelines for property brand rather than adopting individual element of logo separately to obtain positive perceptions in uniqueness, recognition, and beauty. Additionally, the study suggested that the specific brand personality had no connection with its stakeholders.
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    The Effects of Logo Design toward Brand Personality Perception: A Study of Logo Elements in Real Estate Business
    (2022-01-01)
    Leelayudthyothin, Mittheera
    Among diversified design practices, the topics of logo design perceptions have been examined among academic scholars recently. However, elements of logo as one aspect of logo designs were rarely studied and required to be investigated. This research aimed to measure the effects of logo elements comprising type font, graphic form, and color toward brand personality perceptions, as well as to explore the relationship between business stakeholders and brand personality. In addition, conceptual logo design and brand personality traits including sincerity, excitement, security, and up to date were evaluated toward logo elements. Two hundred and sixty-five samples were selected using convenience sampling from employees and residents of Thai property developers. The mix method approach was employed for the data collecting through interviewing and questionnaire survey and analyzed by Chi-square tests. The findings reveal that logo design communicates its initial design concepts to viewers, encompassing name, graphic, and color. Besides, there is a connection between logo elements and perception of brand personality, but in order to obtain one salient dimension of brand personality, exhibiting the whole logo was suggested for strategic design communication rather than individual element of logo. Furthermore, brand personality was considered vital among market sharing property industry which personality of sincerity was chiefly perceived when stakeholders appreciate a logo of their real estate brands.