Repeated Exposure Over Time | FineArtViews

Repeated Exposure Over Time | FineArtViews

This post is by Clint Watson, former artwork gallery operator and founder of BoldBrush, identified for FASO Artist Sites, the major supplier of skilled artist web-sites, the $38,000+ BoldBrush Painting Competition and the totally free everyday artwork advertising and marketing newsletter, FineArtViews. As a self-proclaimed “artwork fanatic”, Clint delights that BoldBrush’s downtown San Antonio, Texas business office is entire of authentic artwork, as is his household business. You can join with Clint on TwitterFacebook or his individual website at clintavo.com

 

I was once at a cafe when Heather Locklear walked in and sat down a number of tables absent.   Even while she was just having lunch, people in the cafe were being interested in what she was doing, and stored glancing at her.  Some men and women pulled out their telephones to consider selfies with Heather in the qualifications.  A few brave or rude souls approached her to check with for an autograph.  She was just a woman acquiring lunch.  Why were being individuals so interested and so drawn to her?

 

A couple of a long time ago, I frequented the Rijksmuseum in Amsterdam.  We frequented space right after space of incredible artworks.  Generally, I experienced the complete home to myself as I researched compelling will work by artists I had in no way heard of.  The place ended up all the men and women?  I eventually reached the room that housed a several Rembrandts.  Guess in which all the persons were?  Crowded in entrance of renowned Rembrandts, jostling for position to choose their photos.  Why had been people disregarding all the other terrific artwork and fighting each other for a handful of times in front of a little Rembrandt?

 

A person 12 months, I spoke about art promoting at the Oil Painters of The usa National Juried Exhibition.  This was after our newsletter, BoldBrush’s FineArtViews, experienced garnered a substantial subscriber base.  Back then, I was, by significantly, the newsletter’s most prolific writer.  For that reason, countless numbers of painters had browse my posts and seen my image every day for a few years.  The show was held in Santa Fe that year.  And given that Santa Fe is an “art town”, just about the complete “gallery row” area experienced been overtaken by artists and art collectors who have been attending the OPA exhibit.  The night time PJ and I arrived, we made a decision to go have a passionate evening meal and soak up the Santa Fe artsy environment.   Suddenly, as we ate, people ended up seeking at me, pointing.  Strangers approached me to introduce on their own and examine artwork marketing and advertising.  People today I didn’t know walked up to me on the road and starting up talking about artwork.  It turns out, these ended up artists who subscribed to FineArtViews.  And as this took place in excess of and in excess of,  I bought a small flavor of what “fame” was like.  I can’t picture how aggravating it should be for “serious” superstars.   Why ended up these strangers drawn to me?

 

A significant aspect of the respond to is regarded as the  mere-publicity effect.

 

The mere-exposure effect suggests that folks and artworks grow to be “famous”, to a significant diploma, mainly because they have been seen consistently

 

The mere-exposure impact is a psychological phenomenon by which men and women tend to create a preference for factors just due to the fact they are acquainted with them.  This is how radio turns unknown pop songs into hits: You listen to the tune more than and around and over right up until it truly is caught in your head and then you want it to the tracks you’ve hardly ever heard.

 

You will find most likely no more illustrative case in point of the mere-publicity effect than the Mona Lisa.  The Mona Lisa is “popular just for remaining popular.”  And people to the Louvre group around the portray to get selfies and images of the portray that they have developed, by repeated exposure, to be common with and, for several of them, prefer.

 

 

 

If you’ve got ever been to a large-end art gallery and expressed curiosity in a painting, the gallery associate probably whisked you into a “viewing home”, hung the painting on a perfectly-lit wall, and proceeded to explain to you more about the artist and the artwork work.   This “viewing room” (or as gallery associates simply call them in personal, “closing place”) makes an attempt to harness the “mere-publicity” effect.  It is effective partly for the reason that you are continuously viewing a piece in which you have by now expressed an interest and because being isolated in the viewing area keeps you from getting distracted by other artworks.  In essence, the for a longer time you look at a portray you currently like, the far more you’ll come to prefer it, and, importantly, the additional probable you’ll make your mind up to acquire it.

 

This is not just a speculation, there is true investigate to back up the mere-exposure effect.  I’m at this time studying a e-book identified as “Hit Makers” by Derek Thompson.  In it, I learned of some research posted by James Cutting, a professor of psychology at  Cornell College, that is of serious interest to fine artists.  

 

In his experiments, Reducing confirmed learners from distinctive psychology lessons numerous pairs of well known impressionist artworks.  Each and every pair consisted of a pretty popular artwork by a well-known impressionist and an obscure artwork by the exact impressionist.  Continuously, 60% of the time, folks most well-liked the renowned painting to the obscure just one.

 

But then he did some thing ingenious and exceptionally crucial for artists who want to provide their art.  Slicing devised a intelligent way more than the study course of a semester to subtly bombard a class of learners with images of the obscure paintings.  This was not accomplished as portion of an art course.  He simply just randomly inserted slides of the obscure parts into his common lectures.  The photographs have been presented with no remark or context.  This new class saw each and every obscure portray 4 periods for every single time they noticed a famous painting.   Then he repeated the desire experiment.  With this distinct team, the students’ preference for the well known impressionist paintings experienced disappeared and, in simple fact, this team desired the obscure paintings 80% of the time.

 

Basically, just by recurring exposure in excess of time, Cutting improved people’s inventive preferences.

 

This has enormous implications for the way you should really marketplace your art.  You need to have to get your art in entrance of people regularly.  And, specially, you need to have to regularly clearly show your art to all those men and women who previously have desire in you and your artwork.   And even additional specifically, you need to show every artwork repeated instances.  This principle applies to marketing both on line and offline, but for the minute I want to go over on-line advertising and marketing.

 

Thompson wrote in Hit Makers that “Material may possibly be king, but distribution is the kingdom.”  And when it will come to distribution, the reality of the modern world-wide-web is that the huge vast majority of folks, the vast greater part of the time aim their consideration in only a handful of destinations.  For most people today, these places are, overwhelmingly:  EmailFacebookGoogle and, in the art world, Instagram.   These 4 places, for the most section, command the distribution of content material, news, and back links.  Your web site is vital, but handful of people are going to proactively go to your internet site.  They check out their electronic mail, their Facebook newsfeed, their Instagram feed and perhaps a pair of other social networks.  Then, and only then, if they see a thing they like, they acquire some action or click on through to your blog or your site to find out additional.

 

Your on the internet efforts need to have to be targeted on showing you art consistently over time to your followers in these places.  Will not ignore the “in excess of time” section.  Chopping failed to change people’s tastes by demonstrating them obscure paintings above the system of an hour, he subtly showed the obscure paintings a lot of moments in excess of the class of a semester.  Try to remember, it can take repeated publicity in excess of time to transform people’s preferences.  Most artists really don’t show their artworks just about frequently sufficient and don’t get plenty of advantage of the overlap in between these different platforms.  When you have a new painting, you need to be sending an announcement with the picture to your e mail checklist.  Then a working day or so afterwards, post it to your Fb Page.  And the following day, to your Instagram feeds.  And, about time, publish it a number of moments.  Also, to boost this phenomenon, submit each and every artwork a number of instances though it really is in development – this invests folks in your system, additionally vital for our dialogue, it gives you a authentic motive to expose each artwork various times in excess of a extended time period of time to your followers.

 

In the modern day planet there is a lot of noise.  There are a large amount of people today and manufacturers demanding our notice.  Even if your artwork is good, you can’t believe folks will simply just discover it, want it and invest in it.  You ought to obtain means to distribute and expose your artworks to the environment.  Fortunately, irrespective of the noise level, we’ve all been handed some of the most potent and no cost distribution channels ever devised. 

 

That puts you in a significantly improved placement than people obscure impressionist will work that experienced to wait a century until eventually a psychology professor made the decision to adjust people’s preferences.  You can consider handle and utilize these impressive platforms:  email, Facebook, Instagram and other social networks to construct a pursuing, and start off modifying people’s preferences, so that they prefer your artworks, now.  

 

And that is a objective worth risking owning a few restaurant dinners interrupted! 

 

Sincerely,

 

Clint Watson

BoldBrush/FASO Founder and Art Fanatic

 

 

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Editor’s Observe:

Present day publish is an up-to-date version from a several decades back, but we’re republishing it once again these days for the reason that it is really still a well timed and relevant message. Appreciate!