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Do This!
 Artist Marketing Newsletter Focusing on Action Steps

March 21, 2005

Check out the audio program and e-book
How to Curate and Install Your Art Exhibit Like a Pro
DO THIS: BE A BETTER CURATOR, PART III 

In part I of this series of articles, I discussed the responsibilities of a curator and how you can apply them to your career. If you missed part I, you can find it here: http://www.artbizcoach.com/dothis/curatorI.shtml

In part II, I talked about installing the artwork and gave you an online curatorial challenge: http://www.artbizcoach.com/dothis/curatorII.shtml

This week I'll be tackling finishing touches for your exhibits. 

If you just hang your work and expect viewers to make sense of it for themselves, you could be doing more. Sure, there are high-end galleries that stick to the bare-bones approach, but they have dealers working behind the scenes to make the sales. In other words, they are talking to and educating their contacts about the artwork on view.

In many instances--especially when you're just starting out--you won't have such a person working for you. Placing your art in non-profit and non-traditional spaces means you do all of the work. Get help by adding a few items to the installation.

: : Wall Graphics
Handsome, vinyl lettering is available at most sign stores for a relatively small price. Have your name cut out in large letters and the title of your exhibit in smaller ones.

: : Object Labels
Yes, I know: duh. But make sure yours can pass the quality test.


At my suggestion, Victoria Restrepo matched the 
label color to the wall color in her open house.
A finishing touch worth the trouble! ©The Artist
http://www.vrestrepo.com
  • Use good paper.
  • Select a plain, readable font. Nothing funky! It should be in harmony with your vinyl wall letters.
  • Be consistent with your format for name, title, medium, date, and price.
  • Make text at least 14 point if you want them to be readable by all.
  • Place them all at the same height around the room.
    •
  • Make them the exact same color as the wall color if possible. You want your work--not the labels--to stand out when people are scanning the room for the first time. (See photo.)
  • Use a spray glue to mount them to mat board and then use a reverse bevel cut with your cutter to cut them out. The reverse cut eliminates distracting white lines around the outside.
  • Add extra text--stories that illuminate your work and help you connect with viewers.

: : Business Cards
Place a stack of them on a pedestal for people to take home. If you don't have a pedestal, find a wall-mounted system that works equally well. You can also use postcards to the same effect, but if businesspeople were buying your work, you'd be better off with something that is business-card size.

: : A Notebook
A notebook should be filled with your résumé, statement, press clippings, postcards, brochures, newsletters, etc. Don't have all this stuff? Get busy! You're going to need it.

KNOW THIS Presentation is everything.
THINK ABOUT THIS If you could do a better job presenting your work, why wouldn't you? You only get one chance to make a first impression.
DO THIS Go the extra mile to connect with your viewers. Read about ways museums do this and how you might benefit from following a similar approach. This past issue of the Do This! newsletter has more: http://www.artbizcoach.com/dothis/engageviewer.shtml

Check out the audio program and e-book
How to Curate and Install Your Art Exhibit Like a Pro

Copyright © 2005 Alyson B. Stanfield, Stanfield Art Associates. All rights reserved. 

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Individual Consultations    Writing and Editing    Ongoing Support    Marketing Plans Classes    Paving Your Career Path    Setting Up

ALYSON B. STANFIELD     STANFIELD ART ASSOCIATES, INC.
500 Cascade Dr., Golden, CO 80403
303.273.5904  email