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A HIGHLY INFORMATIVE ONLINE MAGAZINE DEDICATED TO THE ARTIST AND THE ART LOVERIf you like this site then Recommend It!
ART FACTS
PERCEPTIONS: The Art of Selling and the Selling of Art Part II
By: Robert K. Roark
I was asked recently to explain the "phenomenon" of a currently well-known artist who turns out "pot-boilers" of the most hideous kind then rapidly sells them for astonishingly high prices.
While ordinarily a person of great perspicuity, I was, admittedly, at a loss to come up with but a single word of elucidation: Perception.
In other words, it’s not how good you are; it’s how good people think you are, a bit of wisdom that contains far more truth than cynicism.
Because of our inability to literally measure the quality of any particular piece of art, we must rely completely on our sense of perception. And that sense of perception can be created, shaped, formed and finely-tuned by common marketing techniques.
Does this mean that all artwork that is for sell has been brought to the bazaar by nefarious and unscrupulous marketeers? Of course not. Just some of it.
As a working artist and an art dealer, I have fielded questions from both sides of the fence. Artists, especially those who are just starting out, want to know how to get their creations to the buying public and then have that public actually buy.
Then there are those who visit art galleries looking for that sublime, perfect creation that is meant to be theirs and theirs alone. And they want to know how to avoid over-paying and how to know that their chosen piece is a good choice.
Legitimate concerns on both sides, no doubt. To begin with, all artists must accept the fact that in order to sell, a certain amount of marketing must come into play. It is, of course, an intensely personal choice as to how much marketing is used and precisely what marketing techniques are employed. And when it comes to picking and choosing these techniques, artists should remember that placing artwork before the buying public does not reflect negatively on either the artist or the work.
Let's examine a few simple "marketing techniques" that any artist can take advantage of. How about a business card? They are relatively inexpensive and will greatly enhance the "perception" that you are professional in all ways. Virtually any piece of paper that has your name printed on it will help create the perception that you are, indeed, a "legitimate" artist. Of course, the fancier the card and paper, the more "important" you seem in the eyes of the viewers. Chicanery? Not a bit of it. Just plain old human nature.
How your work is showcased and presented can add immeasurably to the perception the public has of you. Always try to display your work in the best light possible, both figuratively and literally. Having your creations in an impressive-looking gallery, for example, helps to create that aura of "importance" that is so, well, important.
It may take several tries before you find the gallery that is exactly right for you. But what you will glean during your search may later prove to be of inestimable value.
Moving from the "amateur" arena into the "professional" arena is not as difficult as you might think. Again, it is oftentimes nothing more than how you are perceived. You can take certain obvious steps to help with the "move". Enter competitions for professional artists and avoid competitions made up primarily of amateur artists. Put together a professional looking presentation of your work and truck it around to good-quality galleries. Perceiving yourself as a "pro" is a first step in creating that same perception of you in others.
In my next article I’ll review some tips for the art buyer who is looking for that perfect work of art. I’ll discuss how to make the right choice and how to feel comfortable with that choice.
E-mail Mr. Roark your comments or questions: hostmaster@artisticforum.com
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RELATED ARTICLES AND EVENTS
PERCEPTIONS OF THE BUYER By: Robert K. Roark
PERCEPTIONS: On The Art Of Buying Art, Part III By: Robert K. Roark
"PERCEPTIONS: The Art of Selling and the Selling of Art Part II" By: Robert K. Roark
"PERCEPTIONS: The Art of Selling and the Selling of Art" By: Robert K. Roark
Read article about Mr. Roark: "Robert K. Roark: Capturing The Mood".
Visit Mr. Roark in his studio at Winstanley-Roark Fine Arts, 2759 Main Street, Brewster, MA 02631, Tel: (508) 896-1948 or (800) 828-7217, E-Mail: wrfa@masterfulart.com.
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