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November 6, 2006

James Gayles, Karo. Watercolor, 24 x 18 inches. © The Artist     http://www.jamesgayles.com

At my recent workshop in Washington, participants seemed surprised to learn how intimidated people are by art. When marketing your art, always remember that most of the population in the U.S. grew up without an art education. True story: I have a very dear (and very smart) friend who didn't know that yellow + blue = green until the Ziploc came out with the commercial stating so. It's not her fault. She had no foundation in art or color.

I thought I'd spend this newsletter sharing with you some general observations about art viewers. While unscientific, the list is based on my ten years' experience as a museum curator and educator and on research during that time. It is intended to get you to think more about how you share with others and communicate about your art and art in general. Here goes.

. Many, many people do not go to galleries or museums because they think they don't know enough and they fear feeling stupid. They often think original art is for an elite class and is too expensive for them. They are afraid to form their own opinions for fear they would be based on inaccurate interpretations.

. People who don't do it on a regular basis often think viewing art is going to be boring. They are almost always surprised when they find something to which they can relate. And they are even surprised when there are nice people around who will talk to them about the art. This is particularly true of art museums and galleries.

. Many people think abstract art is a secret code. The code is between the artist and artworld insiders and isn't for anyone else to understand.

. Young children love big, colorful abstract work. Older students and adults are generally far more skeptical of abstraction. High school students love realism and anything that tries to fool the eye.

. Some people will never change their feelings about specific works of art or styles. However, most people will go to great lengths to try to connect with an artwork, even if they don't like it upon first viewing. They read labels and explanations in books and attend tours and lectures. They will listen to what you have to say.

. People like to see themselves in the art. In other words, they like to find things in art that relate to what they already know. This should come as no surprise, but we often forget how we ourselves relate to art and everything else.

. People, especially males, like to know how things are made.

. Men, too, like to talk about the dollar value of art and to try to understand it.

. Almost everyone is amazed by your talents and devotion to your passion. They often can't imagine living such a life and would love to hear about yours.

ACTION STEPS TO TAKE

Know This...
Everyone comes from a different background and has a unique agenda for looking at art.

Think About This...
What can you say differently that would put more people at ease with your art?

Do This...
Anticipate the reactions of art viewers and those who aren't typical art viewers. Do something about it. Find some ideas on the Art Biz Blog: http://www.artbizblog.com
 

Heard on the Art Biz Blog

Laura Lein-Svencner has been offered $300 for the use of her image in a textbook. Is that a fair price?

Barney Davey, in his new blog, discusses the state of New York's ArtExpo as a result of the impending move of Decor Expo to Baltimore the following month. Anyone interested in the art reproduction market must read this.

You never know how people are going to find your website. Read how I found the Bathtub Art Museum online.

http://www.artbizblog.com