Kittipong Keativipak, Somchai Seviset and Songwut Eakwutvongsa
This research is to study the paradigm and theories related to handicraft design, guidelines, culture and intellect, philosophical concepts, and the concept of promoting the direction of creativity to be used as specifications in the design and development of industrial crafts products. This research is qualitative research by interviewing the experts by conducting Individual Depth Interview and Focus Group using a purposive sampling method. The results are categorized concepts and theories to be used in analyzing and creating creativity correctly. Concepts and theories can be concluded in 4 elements as follow: 1.Understanding universal design (Style and needs in society) 2. It is feeling and believing in the roots of local wisdom and culture (Study of objects to understand cultures, set of beliefs, concepts and attitudes of the community or society when producing the objects that are necessary for education) 3.Learning the context of culture and wisdom of the community (the skills, techniques, and ability of people in the community) from Grounded Theory 4.Characteristics of change and continuity in the creation of handicraft (old as the world and new with appropriateness). The study of concepts and theories that are factors influencing the development and creation of industrial crafts is considered as a set of information which can be used in the development of industrial craft appropriately. Studying important principles and applying theories to use in the study and design guideline will narrow the concept of development or capture the main issues of the selection of conceptual data and the analysis of data to use appropriately. The four principles and theories above explain the process of getting the answer systematically.