Digital vs. HandPainted Madhubani Motifs in Fashion: A Comparative Study on Emotional and Aesthetic Response

The incorporation of traditional Indian art forms into contemporary fashion has intensified in recent years, driven by growing interest in sustainability, cultural identity, and craft-based narratives.Madhubani art, originating from the Mithila region of Bihar, has emerged as a prominent visual language in fashion, adapted through both hand-painted craftsmanship and digital printing technologies.While digital printing offers efficiency, affordability, and scalability, hand-painted motifs preserve authenticity, cultural symbolism, and artisanal labor.Despite their widespread use, limited empirical research examines how consumers emotionally and aesthetically respond to these two formats of the same art form.This study aims to comparatively analyze consumer emotional response, aesthetic appeal, perceived authenticity, and purchase intention toward digital and hand-painted Madhubani motifs in fashion.A mixed-method research design was employed using a structured questionnaire administered to 150 respondents.Visual stimuli comprising one digitally printed and one hand-painted Madhubani motif were used, and responses were recorded on a five-point Likert scale.Quantitative analysis using mean score comparison and graphical representation was supported by qualitative interpretation.Findings indicate that hand-painted motifs evoke stronger emotional and cultural responses, whereas digital motifs are preferred for modern appearance and affordability.The study contributes to fashion research by highlighting the coexistence of technology and tradition and offers practical insights for designers, artisans, and sustainable fashion stakeholders.