Emotional Impact of Folk Art in Contemporary Graphic Design: A Visual–Cultural Case Study Analysis

Abstract

Folk art traditions have long functioned as carriers of cultural memory, emotional expression, and social values. In contemporary graphic design, the adaptation of folk art motifs has emerged as a powerful strategy for emotional communication, particularly within culturally diverse societies such as India. This research paper examines how folk art functions as an emotionally resonant visual language in graphic design through a qualitative visual–cultural analysis of selected Indian advertisements and print campaigns.