Customers’ Perception of Visual Design Elements in Pure Handloom Silk Sarees

The present research explored the customer specific preferences of visual elements like colors, textures, border types, border colors, motifs, designs and prints of handloom pure silk saris. A total of 300 usable questionnaires completed by customers were taken for the analysis. Customers have positive attitude of pure silk saris because of the quality of fabrics. Likewise the trend is for soft silk saris, cool colors and decorative pallu. Borders of small size, double sided border and colored are in fashion. More over the Geometric motifs and zig zag line designs are in craze among the customers. With respect to technical design, woven sarees and printed design retain its fame. The maintenance of the silk sarees is reported to be at ease for the customers and hence they give opinion that durability and comfortability is good.