In Indian Advertising, Typography and Packaging as Cultural Interfaces
Diversity, Continuity, and International Conversations
Bibliographic Data
| ID | 19490808 |
|---|---|
| Authors | Arjita Singh (Ganesh Shankar Vidyarthi Memorial Medical College), Shivangi Gupta (0000-0001-8265-710X), SK Gupta (Banaras Hindu University), Tanisha Wadhawan (Chhatrapati Shahu Ji Maharaj University) |
| Year | 2026 |
| Volume | 7 |
| Issue | 8s |
| Publication date | 2026-05-06 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | ShodhKosh: Journal of Visual and Performing Arts (JOURNAL) |
| Journal identifiers | ISSN: 2582-7472 • E-ISSN: 2582-7472 |
| Publisher | Granthaalayah Publications and Printers (PUBLISHER • IN) |
| DOI | 10.29121/shodhkosh.v7.i8s.2026.7732 |
| OpenAlex | W7160392887 |
| Language | EN |
| Citations received | 1 |
| References cited | 10 |
In order to mediate plurality, continuity, and international visual interaction, this study looks at typography and package design in Indian advertising. The study examines how modern Indian branding practices use typographic articulation and material packaging tactics to navigate linguistic diversity, historical visual traditions, and transnational design standardization. It is situated within the discourse of design studies and visual culture. The study combines visual semiotic analysis with comparative case studies of a few Indian consumer brands Amul, and Patanjali Ayurved representing heritage-based, indigenous- market, and internationally focused branding settings using qualitative and interpretive research approaches. To understand how packaging serves as a medium of cultural signification rather than merely commercial display, the case studies assess typographic choices, script applications, compositional structures, chromatic systems, illustrated languages, and material execution. According to the investigation, multilingual scripts, regional aesthetic vocabularies, and vernacular graphic idioms are often integrated into Indian packaging to embody visual plurality. By reinterpreting historic themes, indigenous alphabet traditions, and folk visual grammars within modern design frameworks, it simultaneously maintains cultural continuity. The results also show that global design elements, such international typographic norms, standardized package forms, and minimalist layout systems, are deliberately adapted to create hybrid visual languages that strike a compromise between culturally rooted identity and universal readability. According to the study, typography and packaging are active cultural translators that add to the conversation about Indian art and design as dynamic, historically informed, and internationally dialogic activities. Thus, Indian advertising becomes a location of visual negotiation, preserving culturally unique modalities of representation while engaging in global design discussions
Conversation · Indexicality · Semiotics · Typeface · Typography · Visual Communication · Visual culture · Visual language · Visual research · Visual rhetoric · Consumer Behavior in Brand Consumption and Identification · Consumer Packaging Perceptions and Trends · Graphic Design and Typography
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |