In visual marketing, you use images, videos, and other multimedia content to communicate and connect with your target audience and bolster your brand.
People are becoming more drawn to this kind of content over written content. If you learn to leverage visual elements effectively, you can take your online presence up a notch, attract your ideal customers, and become a more profitable, successful business.
Before we guide you through how to harness visual marketing to elevate your art business, let’s touch on why it’s essential for success.
There are hundreds of thousands of artists using the online space to capture the attention of people who are most likely to buy their art and products and support them. You’re probably competing for the attention of many of the same people they are.
So, the question is, how do you differentiate yourself?
As mentioned above, people are drawn to visual content. The most popular and effective media type is video, according to HubSpot. The same report said that short-form videos under 60 seconds have the highest average engagement.
You can also engage with your online audience through images, illustrations, infographics, GIFs, and memes.
Creating this type of digital content across platforms like social media, your website, and email list, will help you evolve your digital presence. You’ll eventually have a definitive content creation style and build a recognizable presence online that helps you connect with a wider audience and, in turn, generate more leads and sales.
Think about how many times your first impression of a brand was based on their logo, brand colors, fonts, or how appealing their website design was.
If your visual brand identity is unique and polished, it will draw potential customers in. They’ll also continue to recognize your brand no matter where they encounter it because you keep your identity consistent across platforms.
This helps their relationship with you progress, which will hopefully result in them purchasing your art and becoming loyal fans of your work and business.
If you do it right, you can inspire a deep connection with your target audience and prompt a constant influx of sales with visual marketing. But if you’re new to this, where should you start? With these tips.
You need to rely on the visual elements and marketing strategies that your audience will resonate with. This is the best way to ensure your ideal customers like what you’re doing, engage with it, and are so moved by it they make a purchase.
If you’ve yet to define your target audience, start here:
You can find this information on your website and social media analytics tools. You can also refer to any one-on-one conversations you’ve had with your customers and can dig into data from social listening tools to learn more about your customers.
Learn what you can about their visual marketing preferences too. How have they responded to the visuals you’ve published so far? What colors, fonts, and logo variations have they engaged with the most? Can you find out anything about how they’re interacting with your competition's strategy?
It isn’t about what you like or what people like in general. It’s all about what your unique customer base would be drawn to.
Your visual marketing efforts will amount to a lot more for your art business if you create a tangible strategy. You’ll have something concrete to guide you and keep you progressing toward your marketing goals.
Your visual content marketing strategy should include the following details:
Don’t get too bogged down with the details. Just make sure you know what you’re doing and how you’ll execute your strategy.
Let your creativity and originality shine in your branding, with an original logo, stand-out brand colors, and typography. You can create a branding book with all of your visual and design elements to refer to so that your identity is consistent across platforms.
Take your efforts to enhance your brand identity to your packaging too. Thoughtful packaging will result in a memorable unboxing experience for customers. Use unique packaging, like custom-made boxes and seal stickers. Put a QR code on your packaging that directs customers to your website for an exclusive offer. You could even put a free gift inside.
Wow customers with your visual brand identity as much as your content.
One of the best ways to capture and keep your customers’ attention is to rely heavily on visual marketing. Provide your audience with outstanding visual content and a captivating brand identity, and you’ll be on your way to a profitable art business.
As a regular contributor to Light Space & Time Online Art Gallery's blog, Katie Brenneman writes about a variety of topics including marketing for artists. She can be found on Twitter.
Sustainability is at the forefront of nearly everyone’s mind these days. You might already be eco-conscious about the things you consume and purchase, but what about your career? While art doesn’t necessarily make people think of waste, pollution, and emissions, there are still things you can do to reduce your environmental footprint that can also enhance your artistic career.
Making sustainable choices, from materials to marketing, can have a positive impact on your creative process and can help to get you noticed for all of the right reasons.
With that in mind, let’s cover a few practical tips that can inspire you, as an artist, to embrace sustainability and make eco-friendly choices to grow your artistry and your career.
The simplest sustainable choice you can make as an artist is to choose which supplies to work with. If you already have your own home art studio, it should be easy to take stock of your inventory, including how many supplies you regularly go through, and how much you might be throwing away.
Today, you can find eco-friendly paintbrushes made from bamboo and non-toxic paints that aren’t harmful to the environment. It’s an easy swap to make that can end up having a positive impact on the planet and your work.
You can also boost the eco-friendliness of your art studio by reusing and recycling as often as possible. Some of the best ways to give new life to used equipment include:
If you know that some of your supplies could still be used but you no longer want or need them, consider selling or donating your obsolete goods instead of just throwing them away. You never know who might be willing to give them a new life and keep them out of a landfill.
You can (and should) also maintain any equipment you might have to improve its efficiency and lifespan. That includes everything from easels to drawing tables. Take care of your supplies, furniture, and other equipment to help reduce waste. If you’re a digital artist, maintaining your computer, printer, and any other machines you use to bring your art to life will not only help to ensure your livelihood keeps moving forward, but that you’re not harming the planet in the process.
As an independent artist, it’s up to you to market yourself and your work, and build your business from the ground up. Because consumers are so interested in sustainability, using it as a marketing point is a great way to get noticed. Of course, you have to be genuine in your efforts. Don’t greenwash your personal brand or make your audience think you’re practicing sustainable habits more than you actually are.
But, if you can practice what you preach, there is value in letting your audience know you take sustainability seriously. It can boost your brand recognition and improve your bottom line. Don’t be afraid to boast about your recycling efforts or how you repurpose old materials into new things. Partner up with an environmental organization and donate a portion of your sales.
You can also open a completely digital online store to sell your artwork instead of shipping actual pieces across the globe. Opening an online store allows you to market every single piece you create, it’s less expensive than selling your work in a gallery, and it allows people to print your pieces at home rather than relying on air or freight to send them where they need to go. That will help to cut down on carbon emissions and get your art in the hands of a buyer much faster.
Sustainability is more than just a trend. But, if you’re willing to make it a priority in your career, you can benefit your business, boost your recognition, and feel good about doing something beneficial for the future of the planet.
A passionate writer, Katie Brenneman writes about a variety of topics including marketing. You can find her on Twitter.
Geneviève Chaussé wins the Visual Arts Prize of the 31st edition of the Grands Prix Desjardins de la culture de Lanaudière 2022
On September 30th, the 31st edition of the Grands Prix Desjardins de la culture de Lanaudière gala was held at the Alphonse-Desjardins Theater in Repentigny, Quebec. This evening made it possible to highlight the work of artists, organizations and municipalities in the region who contribute to the richness of the Lanaudière culture.
Geneviève Chaussé was declared the winner in the VISUAL ARTS category with her ongoing study “Bodies & Souls”. This body of work is created from surreal universes from an imaginary world where the mind and the heart find each other. Art that wants to be visionary and symbolic where dreams, reality and feelings combine harmoniously.
From her project “Bodies & Souls”, 4 creations are completed out of a total of 12: “Levitation”, “Connection”, “Perfect Balance” and “Bodies & Souls”, eponymous work.
“Perfect Balance” debuted at the BORDERS VENICE INTERNATIONAL ART FAIR 2021 “Future Landscapes” exhibition, subsequently travelling to other group exhibitions in Venice and Rome. Its presence on Italian soil will open the door to a succession of awards received by Effetto Arte Fondazione of Palermo in Italy.
Her 3 other creations will respectively receive the 2021 ART OLYMPIC PRIZE with “Connection”, the 2022 INTERNATIONAL LEONARDO DA VINCI PRIZE ~ The Universal Artist with “Bodies & Souls” (eponymous work) and to conclude, the 2022 INTERNATIONAL PRIZE PARIS with “Levitation”, where it will be presented at Art Shopping Paris ~ The International Contemporary Art Fair at the Carrousel du Louvre in Paris, France from October 21 to 23, 2022.
“Geneviève Chaussé offers moving creations that arouse contemplation, leading you into another reality. It invites us to live a patient, transformative and profound experience.”
To learn more about “Geneviève, please visit her Artwork Archive website.
To read more about our the achievements of our Light Space & Time Online Art Gallery artists, visit the Artist News page.
By Cassandra Rosas, Guest Blogger - The British writer Graham Greene once wrote, “Sometimes I wonder how all those who do not write, compose, or paint can manage to escape the madness, melancholia, the panic and fear which is inherent in a human situation.” For many, art is a form of therapy, but it can also be a source of income or simply an enjoyable hobby. Having a place of one’s own to create art is a convenience that can enhance the creation process. By setting up a home art studio or art room, you can carve out space for working on your art projects and for safely storing your art supplies while ensuring they’re accessible when you need them. Here, we’ll explore how to create an art room at home so you can more easily channel your creativity into completed art projects.
Depending on the size of your home, you may or may not find it challenging to assign space for your home art room. In fact, you may not have a spare room you’re able to devote to the creation of your art studio. That’s okay, as many artists have improvised and created unique art studios in even relatively small spaces by sectioning off part of a room or transforming a niche into a place for making art. Here are some key considerations to keep in mind as you plan your art studios and avoid design mistakes:
How much are you willing to spend to create your home art room? Establishing a budget will enable you to make a working plan for building your home art studio. Designing a functional space for your work may require some investment. Consider your studio’s needs and whether or not you can fulfill them with existing or new resources. Typically, your studio will need:
You may already have some of these elements on hand or can repurpose items inexpensively to suit your project. However, creating a budget will help you plan for each aspect of your studio and its needs.
Good lighting is typically a critical element of any art studio. Whether you work with oil paint, watercolors, clay, or some other medium, you need to have the best lighting possible to see what you’re doing. If you can site your studio near a sunny window that will allow for good natural light during the day, but your space may not have window access. According to the Artists Network, art studio lighting should have a balance of cool and warm light. Try to install bulbs that have a color-rendering index (CRI) of 80-100, as these bulbs will provide vibrant lighting that is ideal for mimicking natural light.
Additionally, you may also require spotlights for working in detail. Overhead lighting and table-top fixtures will allow you to light up your art room brightly. You may also want to invest in good photography lighting if you want to photograph your work to showcase or sell online.
If you work with paints and associated art supplies like paint thinners and cleaners, you’ll need to be mindful of ventilation. If you wood carve or grind materials, you should also keep your space well ventilated. Depending on the chemicals and materials you are involved with, a ceiling fan and open window may simply not be enough to create a healthy environment for creating art.
One method that artists often use at home is to purchase an industrial fan from a home improvement center. According to Professional Artist Magazine, “the fan pumping in fresh air will be behind the artist, blowing fumes away from the artist’s face and toward the fan exhausting the air outside in order to create a continuous stream of clean air for the artist to breathe in.”
Another ventilation method is to invest in installing local exhaust ventilation, which is a superior option, particularly for controlling semi-toxic or highly toxic fumes. This type of exhaust system, placed above your workspace, will remove fumes and tiny particles through ducts, blowing it through filters before it’s released outdoors.
If you grind materials or work with dust-producing mediums, an exhaust system is more conducive to health safety. A professional exhaust ventilation system is recommended for many types of art, including photograph development, woodworking, silkscreen painting, welding, spray painting, and acid etching.
Although you can transport your paintbrushes or other supplies to a utility sink in your home, having a sink and faucet in your art studio is a decided convenience. You might even consider siting your art studio near a utility sink that you share with your laundry space. If you’re designing your art space outside of your home in your garage or shed, you can purchase a portable sink that you can attach to an outdoor spigot.
Privacy may or may not be a priority for you as you design your home art studio. However, you should consider some type of barrier simply to protect your projects in the event you have company. If your studio is in an open space rather than enclosed by its own four walls and door, you can create privacy by installing draperies, floor-to-ceiling shelving units, or half walls to protect your workspace.
Regardless of the medium you use, you are likely to need floor protection. If you work with paint, you might choose inexpensive paint tarps. On the other hand, you can also protect your permanent flooring by installing vinyl sheets (without adhesive) atop your existing floor. Vinyl is easy to clean, and because it’s relatively cheap ($25 for a roll of 9’ x 15’ vinyl flooring), you can replace it easily every few years if you choose to.
Designing your workspace is of paramount importance. Consider the type of workbench or other apparatus you’ll need to do your creating. If you paint and work on an easel, you’ll probably want to have a cart or table nearby to accommodate your supplies. Your space should be comfortable, well-lit, and stable to reduce the risk for spills.
As you view your home, you may have more than one option for creating your art studio. Which is best? Keep in mind some of the considerations we discussed above, such as lighting, ventilation, and access to a sink. These may help you choose the ideal site for your art space. Some spaces you can consider for installing your home art studio include:
If you paint or draw, you’ll need a wide range of materials for creating art along with appropriate space to store them. Oil painting at home or sculpting at home involves many types of supplies. If you make art using different mediums, be sure to consider how to best store your supplies, so they’re well protected. Generally, if you paint or draw, you should plan to supply your studio with:
Depending on the type of art you create, you may need many items to supply your studio. If your studio is a family space for art, you can use this link to help you supply it. It includes the most commonly needed supplies for elementary students, middle school students, high school students, and adults.
Keeping your art room tidy requires some specialized knowledge about how to clean paintbrushes or other items that you work with. Having access to a sink and faucet will help. You may need to handle many of your supplies with special care to clean up after projects. Be sure that you know which items require specialized discarding. You may, for instance, have to drop off old paint somewhere in town or your city to dispose of it properly, and check if any of the disposed materials can be recycled, if that is the case, take them to your nearest recycling center, this will help reduce your carbon footprint. Try to set aside an area of your studio where you can stow your cleaning supplies and materials to be discarded.
A home art studio can afford you the ideal space for painting, drawing, sculpting, or creating other art types. Creating art or crafting is a great way to de-stress, so you don’t have to be a professional artist to design a home art room—you just have to enjoy making art. Use these tips to create a home art studio that’s ideal for you.
Cassandra Rosas is a content writer at Porch.com. She is passionate about art, painting, sculpting, health and wellbeing, reading, writing, and music.
By Barney Davey, Guest Blogger - The latest uproar in the online art marketing community is raging due to changes on Instagram. You no longer get follower updates presented chronologically. Instagram, following in its owner, Facebook’s path, is using algorithms determined by data points to display what you see.
Recently, there was angst over changes at Etsy. It’s a continual pattern of online marketing. More than ten years ago, anger at eBay employing new rules was the issue. Users of online sites that help artists promote and sell their work will always deal with inevitable, unpleasant changes.
The concept of digital sharecropping has been around for years. It implies the inherent danger of building your business on borrowed land. At any time, the owner can make changes that are not in the interest of artists using the site to grow their business, ala Instagram.
So What’s an Artist to Do?
I urge artists to take control of their businesses and their marketing. When I began in the art business in 1988, it was career suicide, at least for artists who sold through galleries, to market to buyers directly.
As the Internet became the most massive disruptive agent ever seen, it rolled over the traditional ways art was sold through dealers and galleries. Consumers responded to online retail, including buying high-end luxury items such as diamonds, jewelry, and fine art. Concurrently, new social media platforms created unique ways for artists to engage prospective buyers.
Suddenly, artists could connect with buyers and sell their art to them without going through third-party channels, such galleries. All kinds of simple-to-use, affordable tools make it possible for artists to build a database of interested prospects and customers.
Problems arise when artists choose quick, easy methods to build a following dependent on social media platforms. If they have no contacts and email addresses under their control, they are at square one when Instagram changes crush their marketing plans.
Carpe Diem Artists!
Artists who take control of their marketing position themselves to sell their art with few disruptions. The Art Marketing Mastery Workshop was developed with the idea of helping artists and photographers build their businesses around finding and selling to collectors. Think of it as being in the business of collecting collectors.
The online training offered through the Art Marketing Mastery Workshop is based on the content of the Guerrilla Marketing for Artists book. The information in the book is broken into the 8-Steps to Art Marketing Mastery.
The Art Marketing Mastery Workshop is built around the book’s concepts. I created it because I knew from experience, including my own, that people get a book and don’t finish reading it. Or, they don’t follow much of the advice in it.
Constant Improvement Is the Only Way
I wanted something better for artists so they could get more from the knowledge I packed into the book. The result was to create the Art Marketing Mastery Workshop. I wanted to go deeper, to inspire action and to give artists a more fruitful and sustaining outcome from the information I have for them.
The first version of the workshop is webinar-based. I soon realized while the material is helpful in that there are better ways for artists to learn it. So, I’ve found myself in the adult education business. That means researching, buying and studying all kinds of new learning management system tools so I can present this information in a better way.
Now, artists will have new and exciting ways to learn the concepts of Art Marketing Mastery. I’ve broken the content into 40+ learning modules. Each with videos, worksheets, resources, and quizzes. These changes make the content easier to access and allow me to go much deeper on the topic.
I am improving the learning so artists get more useful, easily accessible knowledge. The new program goes deeper to instill wisdom, inspire action and to provide artists with fruitful and sustaining results.
Because the upgrades to the learning system and attention to ongoing updates and additions are costly, I can no longer offer lifetime access at a one-time low price. After March 19, the workshop will close for an indefinite period. It will reopen as a monthly membership site. Take advantage of the best price and best offer ever on the Art Marketing Mastery Workshop.
About the Art Marketing Mastery Workshop
The workshop is the culmination of the advice, wisdom, and experience Barney Davey has attained in serving artists for nearly 30 years. He calls it his masterpiece. Artists using the workshop learn art marketing about the best tools and techniques suited to them. It is a lifetime system meaning once learned artists can continue to use the systems to find buyers, sell art, market efficiently and operate profitably throughout their careers. The program is set to undergo a major overhaul and upgrade in how the information is delivered. Artists who join by March 19 are grandfathered into the program with lifetime access for a low one-time fee. Go to http://bdavey.co/career to join or for more details.
Barney Davey began his career advising artists in 1988 as a senior account executive with Decor magazine and the Decor Expo trade-shows. He helps artists and photographers find buyers, sell art and operate profitably. His mission is to provide artists with systems they can use to create successful, sustainable and rewarding careers. You will find numerous ways to grow your career through his books, blog posts, workshops, online training, consulting and more. http://barneydavey.com