by Kathy Gulrich
 

Before I tried to figure out why OTHER people buy art, I thought I'd take a look at why I buy art.

Well, much of the artwork I've purchased just makes me smile! 

There's a collage I bought from a New York street artist about 10 years ago.  Faces, magic marker, city newspapers, and bright red foamcore lips.

A slowly moving wall sculpture that very few visitors ever discover is really an Alessi clock.

And a sculpture that I affectionately call "The Thing."  It's a South African artist's interpretation of  the characters in Alice in Wonderland.  (Yep, ALL of them in one, wonderful worm-like clay creature!)

What else?  I find I'm often attracted to things spiritual.

There's a clay sculpture of a Corn Maiden giving thanks.  A healing stone carved by a New England artist.  And one of my favorite pieces, a singing meditation bowl from Nepal. 

Another reason I buy art is my connection with the artist.

My favorite example is an oil painting I bought in Indonesia.  I loved the painting, and the beautiful hand-carved frame.  What moved me to purchase, though, was the artist's suggestion that he'd lower the price ... IF I'd toss my loafers into the deal! 

I left with his painting under my arm ... and his flip-flops on my feet.

So ...  "Why do people buy art?"

Truth be told, I think there are about as many reasons for buying art as there are buyers. 

And that's just the beginning.  Because for each buyer, there are probably many different reasons.

So how can you understand what's inside the minds of your buyers? 

To figure it all out, I suggest you take a look in a few different places.  Starting with YOU.

1 - ASK YOURSELF 

Why do YOU buy art?  Have you ever really thought about it?  (I hadn't, until I started to write this article....)

Look around your home.  Take a look at the art you've purchased over the years:

- What kind of art do you own? 

- What media?  size?  colors?

- Where did you get it? 

- Did you meet the artist?

- Is the art part of a collection (theirs, or yours)?

- What's similar about your art pieces?  different?

- Mostly 2-dimensional, or 3-dimensional?  Something else?

- Which are your favorites?  Why?

Chances are, you'll find several different reasons for your purchases.  And like me, you may find that your art purchases fall into a few different "categories." 

Pretty interesting, huh?

2 - ASK YOUR BUYERS 

Have you ever asked your buyers why they chose YOUR artwork?  Or why they purchased one particular piece, rather than another?

Try it.  It can be pretty enlightening. 

I learned that one of my collectors bought a piece because its name, "Getting the Kinks Out," really resonated with her.  She liked the painting, sure.  But it was the name that moved her from 'liking' to 'buying.' 

Had I not asked, I'd have never known. 

So go ahead, ASK your customers why they've purchased your work.  (Or even why they HAVEN'T!)  Be bold.  And while you're at it, be pretty specific.

Do more listening than talking, and you'll probably learn a lot.  And get a surprise or two in the process!

3 - DO WHAT FEELS RIGHT

Here's the million-dollar question:  Why should we CARE why people buy art?

If you find out that most people are buying your art to 'match' their furnishings, will you start painting in greens and mauves? 

Probably not. 

If your landscapes are selling better than your figural work, will you fire your models and head to the park?

Of course not. 

You'll do what you love.  You'll continue to do work that feels right to you, deep in your gut.

But when you're MARKETING your art, keep those buyers in mind.

How?  Here are just a few ideas:

- Name your paintings.  Names give your buyers something to relate to.  And can help them understand your thoughts, or tune into the emotion of the piece more quickly or easily.

- If a customer has told you they love your 'delicate brush strokes'  show them similar work that you've done.  If they love your bold colors, share more of that work with them.  Build on what's already working.

- If someone has always purchased your watercolors, you might show them how your oil paintings are similar ... and different.  Help them understand a 'new' media through something they already love.

- Make a personal connection.  Let your buyers know what makes you tick.  Show them how you work.  Chat about things that have nothing to do with selling art. 

- And be sure to contact your customers and collectors when you finish some new work that you think they might like.  (You'll know what that is if you've asked them!)

So, to answer our original question, "Why do people buy art?," I'd have to say I'm not sure.

But it sure is fun trying to find out!