A study exploring the facets of visual elements in ethnic products: Case study of sarees from West Bengal

Abstract

Indian handicraft and handloom industry is vast and has tremendous potential in terms of product conceptualization and employment generation to artisans. The products are traditionally done by artisans through ages and has a unique identity associated to every style of products. Such ethnic products or traditional products can be identified by the consumers through its visual elements. To establish this concept of visual identification of ethnic products, the present research was carried out comprising ethnic dresses, different sarees of West Bengal, India. The visual features consisting of color, texture, motifs etc. were considered and identified through detailed observations. For implementation and checking validity of the concept, the parameters were tested by consumers in identification of the ethnic products i.e. sarees. Analysis based on this research will be useful for the consumers to identify ethnic products and also provide assistance in developing such ethnic or traditional products.