Use of Indigenous Folk Motifs in Contemporary Graphic Design: A Visual–Cultural Case Study Analysis

Abstract

The integration of indigenous folk art motifs in contemporary graphic design has emerged as a powerful visual communication strategy that combines cultural heritage with modern branding practices. This research paper examines how folk art motifs function beyond aesthetic appeal, operating as culturally embedded visual systems that enhance emotional engagement, mythological resonance, and national identity in graphic design. Using a qualitative visual analysis approach, the study analyses selected case studies from Indian brand campaigns to understand the communicative impact of folk art adaptation. The paper argues that indigenous motifs serve as semiotic devices that strengthen cultural connection, audience recall, and emotional branding in contemporary visual communication.