Buying art? … the fear to buy what you don’t understand.
February 29, 2008
This article, "The terrible toll of art anxiety", published online at the International Herald Tribune [via arts journal] highlights the many fears people experience when considering to buy art.
The anxiety to buy things when people don't understand what they mean, what they represent or they don't comprehend their price ... even if they can afford them!
As long as prices for art [and fine art photography] are not understood, as long as art is not explained to the majority of the population, the art market will have enormous problems to sell to the core of the society.
It is quite amazing how many people with incomes that could easily afford to purchase genuine art, have empty walls or have walls covered with "commodity" posters and prints decorating their home. At the same time, these are the people that will spend hundreds [or thousands] for the next fashion item that will be trashed and replaced in few months. Most of the people I know, never buy art, even if they can afford it.
More sadly, many times the reason is not a lack of appreciation for art ... it is a lack of understanding of how much it is a fair price. It is easy to know how much one should pay for a car, for an appliance, for a book, for a TV. It is dam hard to know what is the fair price for an art piece. As long as to understand fine art prices requires to be a connoisseur, it will never reach the market potential that it could have. I wish I would have a solution. Do you?
Perhaps gallery owners and dealers will need to make the galleries "more inviting" and "less intimidating", and will have to start explaining the art and the factors that define prices. How is it possible that so many galleries have become a place where you can't really experience the emotional aspect of art ... often times so elitist, sometimes so sterile. It is time to start explaining art and prices with an open and inviting attitude so that the potential customer - us- doesn't get paralyzed due to lack of understanding.
[Don't miss the interesting comment from Jacob Pritchard, in the comments section. It explains quite well what I meant with the previous paragraph]
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Art paralysis: It is a widespread and often crippling malady, striking everyone from the new college grad in his or her first apartment to the super-rich banker, lasting anywhere from a few months to a lifetime.
How many are affected is not known, perhaps because the victims are often too embarrassed to come forth. Who wants to admit that "I've had these posters since college, I know that as one of the American Top 10 Orthodontists I should get some real art, but I don't know what that means"?
Or that "It's not that I'm trying to make a minimalist statement with these empty white walls, I just don't know what to buy"?
Or "I walk into those snooty galleries in Chelsea and feel like I just don't belong"? [source]
Miguel Garcia-Guzman
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February 29th, 2008 at 4:40 pm
Maybe this is why so many artists seem to do most of their sales during an open studio. It brings the audience into direct contact to the messy complexity or art creation. Art is not some lofty elite activity, it is crazy, complex, fascinating, and engaging. When you see art, smell it, and taste it, you understand, and maybe are willing to pay for it. However, when have you ever felt this sort of connection when looking at art in a sterile gallery?
February 29th, 2008 at 8:23 pm
However, when have you ever felt this sort of connection when looking at art in a sterile gallery?
You are so right … somehow the elegant and sterile nature of galleries detracts the “organic and emotional” side of art.
Miguel
March 1st, 2008 at 2:52 pm
It strikes me that many galleries perpetuate the elitism and condescension because of the belief (wrong or right), that it allows them to retain their status as the expert. For the buyer looking at the purchase as an investment, this works in their favor as well. When a small group of people defines what holds value, it’s easier to trust that the small pool of work that they approve of will be a sound financial investment.
In comparison to luxury clothes or cars, much more of the value in art is derived from it’s scarcity. Sitting at the top of the pyramid are the buyers and sellers who have done quite well in a system that alienates a large group of potential art buyers. Most of those who are currently responsible for selling high end art are stuck in a paradigm in which reaching out and catering to a broader market would work against a system that has worked very much to their advantage in the past.
March 2nd, 2008 at 7:32 am
Very well said Jacob. I fully agree …
Miguel
March 3rd, 2008 at 10:25 am
Patrick Mimran said it best in his most recent billboard in Chelsea “Never buy a work of art you could have made yourself”
March 5th, 2008 at 8:54 am
This is exactly the reason I am not fond of being called an “Artist.” Photographer is fine with me. Artist brings to mind snobby upper class elitist. It makes me uncomfortable, like I can’t relate to the every day person. Does anyone else feel this?
March 11th, 2008 at 7:05 am
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