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A brief examination of the psychology and motivations for hanging art on the walls inside our homes. From an "evolutionary biological" point of view, it serves no purpose.
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WHY DO WE HANG ART (AND NESTS) ON OUR WALLS? (1.0)Paul Golding Chief Scientist & Director Labs, Art.com (Consultant)
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MOTIVATIONS & APPROACH• UNDERSTANDING WHY PEOPLE HANG ART MIGHT HINT AT USEFUL VECTORS IN
INNOVATION (FOR REPRODUCTION ART MARKET) IN ORDER TO SELL MORE ART.
• TRIED TO SEEK REASONS THAT HAVE SOME KIND OF EMPIRICAL EVIDENCE - E.G. FROM EVOLUTIONARY PSYCHOLOGY, NEURO-AESTHETICS ETC. !
• LOOSE ENSEMBLE OF IDEAS THAT I FOUND USEFUL. IT’S A WORK IN PROGRESS. STAY TUNED FOR UPDATES. !
• READER LEFT TO DRAW OWN CONCLUSIONS ABOUT HOW TO USE THE MATERIALS - GOOD LUCK! STAY IN TOUCH (@PGOLDING)
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SCOPE
• EXPLORED WALL DECOR MARKET (I.E. REPRODUCTION ART SOLD TO NON-EXPERT CONSUMERS - ART.COM, IKEA, MICHAELS, TARGET ETC.)
• DIDN'T EXPLORE ORIGINAL ART (BUT SOME OVERLAP, AS WILL BECOME CLEAR)
• DIDN’T EXPLORE CONCEPTUAL ART, AVANT GARDE ETC.
• MOSTLY LIMITED STUDY TO WALL DECOR (PICTURES)
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“OUTER VOICE OF CUSTOMER”
“VOICE OF THE CUSTOMER” SURVEYS (E.G. UNITY MARKETING REPORT) WILL GIVE STANDARD, PERFUNCTORY LIST OF PURCHASE MOTIVATIONS: 1. I JUST LIKED IT [WHEN I SAW IT] 2. STYLE [MATCHED MY HOUSE] 3. COLOR [INTERESTED ME] 4. VALUE [FOR MONEY] 5. SUBJECT [INTERESTED ME]
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“INNER VOICE” MORE USEFUL
WHAT CLAYTON CHRISTENSEN REFERS TO AS “WHAT JOB DID THE USER [REALLY] HIRE THE PRODUCT TO DO?” !EXAMPLE: MILKSHAKE IS NOT A THICK MILKY DRINK “HIRED” TO SATIATE THIRST, BUT A CONVENIENT NON-MESSY PORTABLE, LONG-LASTING, SATISFYING FOOD “HIRED” AS A CAR-FRIENDLY ON-THE-GO BREAKFAST… !THEREFORE: INNOVATE AS BREAKFAST PRODUCT, NOT DRINK.
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LET’S START WITH THE WALL…
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LET’S START WITH THE WALL…
WHY NOT LEAVE IT BLANK?
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WE KIND OF “GREW UP” LOOKING AT THIS…FOR ~80,000 GENERATIONS
(MODERN MAN ~300 GENERATIONS OLD)
NOT EXACTLY BLANK VISTAS THAT TRIGGER ALL KINDS OF EMOTIONAL RESPONSES
INCLUDING PLEASURE 8
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SUB-CONSCIOUS PLEASURE PATTERNS
OUR BRAINS ARE HARD-WIRED, BY EVOLUTION, TO LIKE CERTAIN TYPES OF VISUAL PATTERNS/REPRESENTATIONS: 1. LANDSCAPES 2. NATURE 3. SYMMETRY 4. COLORS (AND HARMONIES) 5. SIMPLICITY 6. SOURCES OF FOOD/COMFORT
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LANDSCAPES ARE POPULAR ADORNMENTS
THEY CAN TRIGGER A FEELING OF SECURITY, WHAT JAY APPLETON CALLS “PROSPECT & REFUGE”… !TO SEE WITHOUT BEING SEEN. A PROSPECT FROM WHICH TO SURVEY AND AT THE SAME TIME ENJOY REFUGE FROM ITS POTENTIAL DANGERS.
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EXTENDS TO OTHER ASPECTS OF NATURE
WE LIKE TREES WITH LOW HANGING BRANCHES. !WE LIKE ABUNDANCE OF FRUITS AND FLOWERS - BOTANICAL PATTERNS. !ALL FROM OUR “SAVANNA PLAINS” ADAPTATIONAL BAGGAGE.
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WE PAY GOOD MONEY TO…
LIVE NEAR TO NATURE… !A HOUSE BY THE SEA, A MOUNTAIN, RIVERSIDE, TREES ETC.
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DIRECT PLEASURE…OUR BRAINS INSTINCTIVELY RESPOND TO CERTAIN IMAGES WITH PLEASURE. !WE PREFER PLEASURE TO PAIN. !SO WE ADORN OUR DAILY VIEW (HOME WALLS) WITH PLEASURE-CAUSING IMAGERY. !AT A FUNDAMENTAL AND SUPERFICIAL LEVEL, WALL DECOR IS ABOUT SATISFYING THE RUDIMENTARY PLEASURE ORGANS OF OUR BRAINS.
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PLEASURE… I JUST LIKE IT…
AN IMAGE MIGHT “GRAB” US VERY SUPERFICIALLY BECAUSE OF THIS PLEASURE-IMAGE INSTINCT AND WE MIGHT HANG IT FOR THAT REASON ALONE. !NO GRANDER REASON. NOTHING “SOPHISTICATED.” !MANY FOLKS BUY “WALL DECOR” AND NOT ART. THEY DON’T KNOW, NOR CARE, ABOUT THE ARTIST, OTHER THAN “SOME FAMOUS DUDE.”
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DO WE HAVE AN INSTINCT FOR BEAUTY?YES. SEVERAL EVOLUTIONARY ADAPTATIONS MAKE SOME OBJECTS BEAUTIFUL. !• FACIAL BEAUTY - AVERAGED FACES SIGNAL GREATER GENETIC DIVERSITY. • EXAGGERATED SEXUAL DIMORPHISM SIGNALS FITNESS. • SYMMETRY SIGNALS FITNESS UNDER VARIOUS CONDITIONS (AND EASIER
VISUAL PROCESSING). • LANDSCAPES (AS MENTIONED) SIGNAL SAFETY, NUTRITION ETC. • BEAUTY IN ABSTRACT OBJECTS THAT SIGNAL ABILITY TO REDUCE COMPLEX
INFORMATION TO UNDERSTANDABLE NUGGETS. !“BEAUTY IS A LOOSE ENSEMBLE OF EVOLUTIONARY ADAPTATIONS” - CHATTERJEE (THE AESTHETIC BRAIN).
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BEAUTY CAN BE ABSTRACTED TO FORMWE LIKE SYMMETRY IN CIRCLES… !WE LIKE EARTHY AND VIBRANT COLORS (MIMIC NATURE)… !NO MEANING REQUIRED, NO PHYSICAL REPRESENTATION ETC. !JUST FIRES OUR “PLEASURE INSTINCT” !“CHEESECAKE FOR THE MIND” (PINKER, REFERRING TO MUSIC, BUT SAME IDEA APPLIES).
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BEAUTY CAN BE ABSTRACTED TO STYLE
SOFT ORGANIC TEXTURES (FOUND IN NATURE) CREATED USING DOTS (POINTILLISM) !BLENDED COLORS, LIKE NATURE. !NATURE ITSELF - TREES, WATER - “PROSPECT & REFUGE” PEOPLE (MAN ON BOAT) - WE LIKE NON-THREATENING IMAGES OF PEOPLE AND SPORTY PEOPLE (FITNESS SIGNAL). !WHO CARES OR NEEDS TO KNOW ABOUT POINTILLISM? WHO CARES ABOUT THE ARTIST (SEURAT)?
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BEAUTY EXTENDS TO DECOR HARMONY.COLORS CAN HAVE PSYCHOLOGICAL IMPACT - E.G. ORANGE IS “SUNNY” AND “HAPPY.” !SO ART OPERATES ON THE LEVEL OF COLOR PLEASURE AND/OR FORM PLEASURE. !BUT, COLOR HARMONY WITH OTHER ITEMS IN ROOM SATISFIES BEAUTY-INSTINCT FOR SIMPLICITY AND SYMMETRY. !DEPENDING ON THE INDIVIDUAL, HARMONY CAN STIMULATE A MUCH GREATER PLEASURE INSTINCT THAN EACH ITEM.
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ART.COM LABS
Decor palettes
An experiment in discovering art by decor color harmony.
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BUT…ART ISN’T JUST ABOUT SHOWING PATTERNS THAT TRIGGER OUR BEAUTY INSTINCTS… !ART CAN BE ABSTRACT, EVEN “UGLY” (IN THIS NARROW BIOLOGICAL SENSE). !ART CAN SPAN MANY SUBJECTS, THEMES, IDEAS BEYOND THE “BEAUTY” INSTINCTS OF THE MIND.
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IS THERE AN ART INSTINCT THEN?PINKER SAYS NO. GOULD SAYS NO: “SPANDREL OF THE MIND” - I.E. BY-PRODUCT OF ADAPTATION. HAS NO ADAPTATIONAL PURPOSE. !TEMPTING TO THINK YES BECAUSE OF THE UNIVERSALITY OF ART ACROSS ALL CULTURES AND ITS EARLY ORIGINS (CAVE PAINTINGS). !MOST LIKELY ISN’T. ARTISTIC DIVERSITY THRIVED IN CONDITIONS OF LOW ADAPTATIONAL PRESSURE (SEE CHATTERJEE’S “THE AESTHETIC BRAIN”). !ART EXPERIENCES ENGAGE ENSEMBLES OF SENSORY, EMOTIONAL AND COGNITIVE SYSTEMS. FLEXIBILITY OF THESE ENSEMBLES IS WHAT MAKES ART EXPERIENCES SO DIVERSE AND SO UNPREDICTABLE.
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DA VINCI AND PEACOCKSPLEASURE COMES IN MANY FORMS. !HUMANS APPRECIATE “GOOD” ART IN THE SENSE OF A DISPLAY OF FITNESS - I.E. SOMETHING THAT IS DIFFICULT TO DO - SKILL & VIRTUOSITY. !LIKE PEACOCK PLUMAGE IS A SIGNAL FOR MATING FITNESS, THE PRODUCTION OF ART - THE DISPLAY OF VIRTUOSITY - INCREASES ITS APPEAL.
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WE VALUE EFFORT (HUMAN SKILL)STUDIES SHOW THE FOLLOWING: !WE APPRECIATE ART MORE WHEN A HUMAN CREATED IT VERSUS A COMPUTER (E.G. A FRACTAL FROM AN ALGORITHM) BECAUSE OF THE PERCEIVED EFFORT (I.E. VERY LITTLE IN THE CASE OF AN ALGORITHM). !CONTROL V. TEST GROUPS WILL RATE THE SAME (HUMAN-MADE) ART DIFFERENTLY WHEN TOLD THAT IT TOOK 20 HOURS VERSUS 40 HOURS TO CREATE. !TECHNICAL SKILL IS AN INVISIBLE ESSENCE BEYOND WHAT WE SEE - WE ASSIGN IT BASED ON THE ASSUMED SOPHISTICATION AND SKILL OF THE CREATOR.
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ESSENTIALISMHUMAN BEINGS ARE ESSENTIALISTS - WE ASSIGN (UNSEEN) ESSENCES TO OBJECTS THAT AFFECT THEIR VALUE. !MOST POTENT EXAMPLE IS A REAL IMAGE VERSUS A FAKE, OR REPRODUCTION. THEY ARE, IN ALL “PHYSICAL” WAYS, IDENTICAL, EXCEPT THE ORIGINAL HAS THE INVISIBLE ESSENCE OF THE HISTORY OF ITS CREATION AND PHYSICAL RELATIONSHIP WITH ITS CREATOR. BUT THAT’S NOT SOMETHING YOU CAN TELL BY LOOKING AT IT.
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ESSENTIALISMTHE BOTTLED WATER INDUSTRY IS A GREAT EXAMPLE OF ESSENTIALISM AT WORK. !WE WILL PAY VASTLY DIFFERENT SUMS OF MONEY FOR WHAT IS MOSTLY THE SAME PRODUCT - WATER. !WE ASSIGN INVISIBLE ESSENCES TO A PRODUCT LIKE PERRIER VERSUS “ACME X” WATER. !THE (NORTH AMERICA) CEO OF PERRIER FAILED 5 TIMES TO IDENTIFY HIS PRODUCT FROM OTHER (INFERIOR) BOTTLED WATERS. !WINE TASTERS GIVEN THE SAME WINE AND TOLD DIFFERENT STORIES ABOUT ITS ORIGIN REPORT DIFFERENT TASTES, INFLUENCED BY THE INFORMATION, NOT THE TASTE.
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COKE TASTES BETTER WHEN YOU KNOWRESPONSE TO ART CAN BE PURELY SENSORY - COLORS AND SHAPES (“SAVANNA INSTINCTS”). BUT MEANING CAN SIGNIFICANTLY CHANGE THE EXPERIENCE, LIKE COLA. !IN BLIND TASTE TESTS, PEPSI USUALLY WINS. BUT WHEN THE TASTER KNOWS WHAT HE’S DRINKING, HE PREFERS COCA COLA. THE LABEL/BRAND MADE A DIFFERENCE TO THE TASTE. !THIS “ADDED TASTE” IS AN INVISIBLE ESSENCE CLEARLY NOT PART OF THE PRODUCT. IT IS A MENTAL ASSOCIATION.
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WATER IS A SELF-HELP PRODUCTSO WHY DO WE DRINK EXPENSIVE WATER? WHAT DOES THE ESSENCE DO FOR US? !IT SIGNALS WEALTH AND PROSPERITY, WHICH REINFORCES PLEASURE AND SECURITY. !MOST OFTEN, IT IS A SIGNAL TO THE SELF, NOT OTHERS. “I CAN AFFORD FINE THINGS.” IT MAKES US FEEL GOOD ABOUT OURSELVES. BOTTLED WATER IS A “SELF-HELP” PRODUCT WITH NO TANGIBLE HEALTH BENEFITS.
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ART AS SELF-HELP PRODUCT
SOMETHING ABOUT THE PIECE, SUCH AS IT’S BE A FAMOUS, BUT CONTENTIOUS, ARTIST, BECOMES AN ESSENCE. !THE USER MIGHT NOT ESPECIALLY LIKE THE IMAGE, BUT FAVORS WHAT IT SIGNALS (TO SELF). !“I HAVE TASTE” OR “I AM AVANT GARDE” ETC.
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55 percent of survey respondents agreed that “The art I buy and display is an important outlet for my creative expression.” [Unity Marketing report 2010]
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NEST AS SELF-HELP PRODUCT
HIGH-TECH WALL DECOR? !“I CAN AFFORD HIGH-TECH THERMOSTAT” (COMMODITY ITEM) !“I AM AN ECO-WARRIOR.” !“I AM TECHNICALLY WITH IT.” !“I AM MODERN.”
It’s just a thermostat, really. OK. It saves you money. (And water makes me healthy.)
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THE BOOKWORMAN EXAMPLE OF DESIGN-DRIVEN INNOVATION (SEE VERGANTI). !Q: “WHAT JOB IS MY BOOKSHELF HIRED TO DO?” !A: “DISPLAY TO OTHERS THE KINDS OF (SOPHISTICATED) BOOKS THAT I READ… (DISPLAY OF FITNESS) !INNOVATE BOOKSHELF (AND BOOKS) AS ART, NOT A BOOK HOLDER. BOOKS AS ADORNMENT, BUT BY THEIR ESSENCES.
Look what I (can) read.
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CONSPICUOUS CONSUMPTIONI READ GODEL, ESCHER, BACH (“AM SMART”). !I READ “THE GREAT BOOKS” (“AM SOPHISTICATED”). !I’VE TRAVELLED TO TUNISIA (“AM TRAVELLED”). !I’M INTO COFFEE AND WINE (“HAVE TASTE”) - BUT PROBABLY FAIL BLIND TASTE TEST :) !AND OTHER ESSENCES AS SIGNALS TO SELF & OTHERS.
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CONSPICUOUS CONSUMPTION
ORIGINAL ART. !EXPENSIVE. !SIGNALS WEALTH (TO OTHERS). !IDENTICAL PRINT HAS NO SUCH VALUE. F.Mathieu “Italian Side” ($57,000)
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ORIGINAL ART AS CONTAGION
ORIGINAL ART HAS A SPECIAL HISTORICAL “POSITIVE CONTAGION” ESSENCE. !PHYSICAL RELATIONSHIP WITH ITS CREATOR, ROOTED IN HISTORY. AND THE INFERRED (MOSTLY UNKNOWN) PERFORMANCE UNDERLYING ITS CREATION. !LIKE BUYING MEMORABILIA - 40,000 PAID FOR TAPE MEASURE OWNED BY JFK.
F.Mathieu “Italian Side” ($57,000)
It’s just a tape measure.
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REPRODUCTION ART AS CONTAGION?CONTAGION ESSENCE STILL POSSIBLE… !“POSITIVE CONTAGION” AS ESSENCE BY OTHER KINDS OF ASSOCIATION. !E.G. ART AS SEEN IN BIG BANG THEORY OR AS LIKED BY (FAMOUS SO AND SO). http://www.allposters.com/-‐sp/Just-‐another-‐day-‐in-‐L-‐A-‐
Posters_i9104634_.htm
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REPRODUCTION ART AS CONTAGION?
POSITIVE CONTAGION AS INSPIRATION… !IF I HANG THIS ART, I MIGHT IMBIBE ITS (ESSENCE) MESSAGE… !I WILL BE LIKE STEVE JOBS.
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A NOTE ABOUT SOCIAL CONTAGIONSTUDIES SHOW THAT EVEN THOSE WHO RATE THEMSELVES AS “HIGHLY MORAL” WILL LIE IF THEY SEE THEIR ASSOCIATES GETTING AWAY WITH LYING. !WE ARE MORE IMPRESSIONABLE THAN WE LIKE TO THINK, ESPECIALLY WITH PEERS. !IT’S POSSIBLE TO INFLUENCE TASTE VIA SOCIAL CONTAGION. !NOTE: SOCIAL RECOMMENDATIONS FROM FRIENDS ARE MORE PUNGENT THAT GENERAL SOCIAL RECOMMENDATIONS.
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WHAT ABOUT MEANING?
STORY IS AN INVISIBLE ESSENCE. REMEMBER COCA COLA? MEANING CAN TOTALLY CHANGE THE EXPERIENCE. !A WOMAN (MONET’S WIFE) WITH A PARASOL (CLAUDE MONET) AND A BOY (MONET’S SON). !IT’S SUNNY. FASHIONABLE BACK THEN TO HAVE A SUNSHADE. WHO’S THAT BOY, LOLLING AROUND IN THE BACKGROUND? FLUFFY KIND OF TEXTURE TO THE PAINTING. DOESN’T MEAN MUCH, DOES IT?
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WHAT DO YOU SEE?
TAKE YOUR TIME TO STUDY THE NEXT IMAGE !
BY MASTER PAINTER CLAUDE MONET. !
WHAT DO YOU SEE?
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WHICH BRINGS US TO MEANING
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SPIRITUAL EXPERIENCE?MONET’S WIFE WAS DANGEROUSLY ILL THAT YEAR AND DIED. !SEE HOW THE WIND IS “BLOWING HER AWAY” AND HER FACE IS RECEDING INTO THE CLOUDS (LOOK AT THE SIMILAR BRUSH WORK) OR HEAVENS. !THE SUN AND WIND CONFLUENCE ON HER BEING. THE SUN GIVES LIFE AND THE WIND TAKES AWAY. SHE TAKES SHELTER FROM THE SUN. !THE BOY FACES US AND IS COMING TOWARDS US, MOVING INTO THE FUTURE. HE IS THE FUTURE WHILE SHE RECEDES. IS HE THE SOURCE OF LIGHT IN THE PAINTING? !THIS PAINTING IS LIFE, WHICH HAS BEAUTY THAT FADES AND CAN COME AND GO LIKE THE WIND. BUT NEW GENERATIONS MOVE FORWARD TO CONTINUE LIFE, SOAKING UP THE SUN (THE BOY IS WITHOUT SHADE).
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ART AS SELF-HELP
Carpe diem…
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72 percent agreed that “When choosing art for my home, the way the piece makes me feel is most important .” [Unity Marketing Report, 2010.]
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ART AS STORY
Life goes on…
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DO WE HAVE A STORY INSTINCT?
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PINKER SAYS THERE ARE SOME ADAPTATIONAL BENEFITS TO FICTIONALIZED ACCOUNTS - THE ABILITY TO PREDICT AND SHARE OUTCOMES ETC. !STORIES APPEAR TO BE UNIVERSAL TO ALL CULTURES. !BY VARIOUS SCHOLARLY ACCOUNTS, THE NUMBER OF STORY TYPES (PLOTS) ARE VERY LIMITED - E.G. SEE BOOKER’S “THE SEVEN PLOTS.”
Overcoming the monster, Rags to Riches, The Quest, Voyage and Return, Comedy, Tragedy, Rebirth.
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PERSONAL PHOTOS TELL STORIES
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ART DOESN’T REALLY HAVE A BEGINNING, A MIDDLE AND AN END. !PHOTOS DO. THERE’S A BEFORE, DURING AND AFTER FOR EVERY SHOT. !THERE’S A WHOLE BACKDROP TO THE PICTURE. !THERE’S A NETWORK OF MEMORIES. !ASSOCIATION WITH A POSITIVE MEMORY - ESSENCE.
That’s me and my brother
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MEANING AS “PACKAGING”
IS IT THE DRINK? !OR THE PACKAGING? !FOR ART, THE STORY IS PACKAGING. !AND OTHER ESSENCES. Which is the “real” thing?
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MEANING AS “PACKAGING”
MORE DESIGN-DRIVEN INNOVATION. !INSIGHT: PEOPLE TEND TO PLAY WITH KITCHEN UTENSILS. (WE’VE ALL FIDDLED WITH A CORK SCREW.) !INNOVATE IN DIRECTION OF PLAYFULNESS.
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VAN GO? NO. IT’S GOGH. THAT’S “GOCH”…WHY IS HIS ART SO POPULAR AMONG ORDINARY SHOPPERS WHO KNOW LITTLE ABOUT ART AND VAN “GO?” !DOESN’T IT LOOK LIKE A HIGH-SCHOOLER PAINTED IT? !WHAT DOES AN AVERAGE “JOE” KNOW ABOUT VAN GOGH AND ALL THAT HIS APPROACH ENTAILED AND MEANT TO THE ART WORLD? !NOT MUCH.
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UNIVERSAL AESTHETIC?ARE GOOD PAINTINGS SIMPLY GOOD PAINTINGS? !THIS HAS BEEN TESTED WITH INCONCLUSIVE RESULTS. !WE KNOW OF A UNIVERSAL “BEAUTY INSTINCT” (SEE EARLIER) BUT ART HAS LONG SINCE EVOLVED AWAY FROM BASIC “SAVANNA INSTINCT” FORMS (SEE CHATTERJEE) AND EVEN DELIBERATELY VIOLATES THEM (STARS DON’T REALLY LOOK LIKE THIS, DO THEY?)
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SOCIAL CONTAGION, AGAIN.THERE IS A WHOLE BODY OF KNOWLEDGE AND MEMES OUT THERE ABOUT VAN GOGH. HE’S FAMOUS, LIKE THE KARDASHIANS. !WE LIKE FAMOUS PEOPLE. THEY HAVE SOME KIND OF MAGIC AND WE WANT THEIR MAGIC DUST - POSITIVE CONTAGION. !VAN GOGH IS WELL KNOWN. HIS LIFE IS WELL DOCUMENTED. HIS PAINTINGS ARE WIDELY DISCUSSED, SHOWN, REFERENCED ETC. !IF THE CROWD PAYS ATTENTION, IT’S CONTAGIOUS. “BY A FAMOUS PERSON” IS A SUPER STRONG ESSENCE.
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This is by someone important. It must be good, right?
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EXPOSURE EFFECTTHERE ARE NUMEROUS STUDIES THAT SHOW HOW FAMILIARITY INCREASES OUR LIKELIHOOD OF LIKING SOMETHING. !THE “EXPOSURE EFFECT” HAS BEEN SHOWN TO WORK EVEN FOR SHORT BURSTS OF TIME. !STUDENTS SHOWN RELATIVELY UNKNOWN IMAGES IN PASSING DURING A LECTURE WILL THEN FAVOR THEM IN AESTHETIC TEST LATER ON. !SIMILAR RESULTS HAVE BEEN OBTAINED WITH EVEN VERY BRIEF EXPOSURE.
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I recognize this.
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UNIVERSAL ART ATTRIBUTES?INCIDENTALLY, WHAT DOES A GOOD PAINTING CONTAIN? !NO ONE KNOWS FOR SURE, BUT A TEST TO IDENTIFY VARIOUS IMAGE QUALITIES, FROM A RANGE OF VISUALNESS ATTRIBUTES, SHOWED THAT ART EXPERTS AND ART AMATEURS HAD SIMILAR ABILITIES TO IDENTIFY THE ATTRIBUTES. !HOWEVER, IT TURNS OUT (FROM EYE-SCANNING) THAT EXPERTS LOOK AT ART DIFFERENTLY.
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UNIVERSAL ART TASTE?ARE THERE ART ATTRIBUTES THAT PEOPLE GENERALLY WANT OR LIKE, IRRESPECTIVE OF WHETHER OR NOT THEY BUY ART WITH THESE ATTRIBUTES? !KOMAR AND MELAMID (EMIGRE PAINTERS FROM RUSSIA) CONDUCTED A STUDY CALLED “PAINTING BY NUMBERS” THAT SURVEYED THOUSANDS OF PEOPLE FROM A WIDE VARIETY OF CULTURES. !THEY FOUND COMMON ATTRIBUTES THAT EVERYONE LIKED IN EACH CULTURE, AND WHICH WERE SURPRISINGLY COMMON ACROSS CULTURES. !SEE NEXT SLIDE FOR WHAT AMERICAN FOLKS LIKED BEST.
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AMERICA’S MOST WANTED (ART ATTRIBUTES)WHAT GOVIND AND MELAMID FOUND IN THEIR “PAINTING BY NUMBERS” STUDY. !THIS IS WHAT AMERICANS WANTED MOST IN THEIR ART.
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AMERICA’S MOST WANTED (ART ATTRIBUTES)
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Hmmm. Study needs a pinch of salt, but you get the idea.
Dishwasher size (67%)“Realistic looking” (60%)
Outdoors scenes (88%) featuring lakes, rivers, oceans (49%)
More vibrant shades (36%)
Wild animals (51%) in natural setting (89%)
Persons in group (48%) Fully clothed (68%) At leisure time (45%)
Ordinary or famous people (50%)
Fall scene (33%)
Soft curves (66%) and playful, whimsical design (49%)
Colors blended (68%)
Brush strokes (53%)
Blue (44%)
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HMMM. THIS STUFF KIND OF EXISTS.
There’s lots of it.
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AMERICA’S LEAST WANTED (ART ATTRIBUTES)
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Study still needs a pinch of salt, but you get the idea.
Paperback size (4%)Paintings that are “different looking” (30%)
Thick textured surfaces (40%)
Geometric patterns (30%)
Darker shades (22%)
Sharp angles (22%) and bold, stark designs (39%)
Colors unblended (18%)
Gold, orange, peach teal (1%)
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WALL DECOR LIFECYCLE
MOST COMMON EVENT THAT CAUSES WALL DECOR TO BE HUNG IS… !A BLANK WALL. !MOST FREQUENTLY CAUSED BY… 1. MOVING 2. REDECORATING 3. MAJOR DOMESTIC EVENTS (E.G. DIVORCE OR KIDS FLEEING THE NEST)
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ELEVATOR MUSICOVER TIME, WE BECOME BLIND TO DECOR - IT FADES INTO THE BACKGROUND, LIKE ELEVATOR MUSIC. !STUDY AT UNIVERSITY OF CHICAGO REVEALED THAT PEOPLE HAD LITTLE TO SAY ABOUT THEIR WALL DECOR. NO STORY. (SEE “MEANING OF THINGS” BY CSIKSZENTMIHALYI) !THEY HAD MORE TO SAY ABOUT TRINKETS, LIKE PLASTIC EIFFEL TOWERS, THAT COME WITH PERSONAL HISTORIES (INVISIBLE ESSENCE).
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ENDOWMENT EFFECTUSERS ARE UNLIKELY TO SCRAP AND REPLACE ART, EVEN WHEN IT HAS POTENTIALLY BECOME “BORING.” !PEOPLE BECOME PSYCHOLOGICALLY ATTACHED TO OBJECTS AND INTEGRATE THEM INTO THEIR SELF - “ENDOWMENT EFFECT” !PEOPLE WILL PREFER SOMETHING AS MUNDANE AS A BEER MAT THEY CHOSE OVER AN IDENTICAL ONE. PEOPLE PREFER THEIR OWN ORIGAMI CREATION OVER A BETTER ONE MADE FOR THEM. !PEOPLE BECOME ATTACHED TO COLLECTIONS OF THINGS, INCLUDING WALL DECOR.
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HOUSE + DECOR = HOME
I feel at home
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EVEN IF WE ATTACH LITTLE EMOTIONAL WEIGHT AN INDIVIDUAL DECOR ITEM, DECORATING IS OFTEN EMOTIONALLY SIGNIFICANT… !
!!IT’S CALLED HOME MAKING.
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HOME MAKING STARTS EARLY
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EARLY (CHILDHOOD) RECOGNITION OF THE HUMAN NEED TO CLAIM SPACE BY CHANGING THE ENVIRONMENT [SEE MARCUS - “HOME AS A MIRROR OF SELF”]
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SUBCONSCIOUS CHILDHOOD MEMORIES
I feel at home
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MANY DECOR ITEMS ARE EXPRESSIONS OF THE SUBCONSCIOUS, ESPECIALLY MEMORIES OF CHILDHOOD - RECREATION OF GOOD ONES, OR AVOIDANCE OF BAD. [SEE MARCUS.]
Mind: “This reminds you of your summers
in England”
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SUMMING UP - 1WE MIGHT HANG ART FOR THE FOLLOWING REASONS: !1. BLANKS WALLS ARE UNNATURAL FOR OUR “SAVANNA BRAINS” 2. WE LIKE IMAGES THAT ARE ATTRACTIVE IN SOME “LOW LEVEL” WAY - PATTERNS THAT PLEASE
THE EYE, AS INFLUENCED BY OUR “SAVANNA INSTINCTS” 3. WE LIKE IMAGES THAT RESEMBLE NATURE AND OTHER PATTERNS FROM OUR “SAVANNA BRAIN”
WHETHER DIRECTLY (REPRESENTATIONAL) OR IN ABSTRACTION 4. WE LIKE SYMMETRY AND COHESION, SO WE HANG ART THAT ALSO HARMONIZES WITH OUR
DECOR 5. THE ABOVE ARE ALL SOURCES OF IMMEDIATE AND DIRECT PLEASURE 6. BECAUSE OF OUR “BEAUTY INSTINCT” - AN ENSEMBLE OF “SAVANNA” ADAPTATIONS IN THE MIND
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SUMMING UP - 2WE MIGHT HANG ART FOR THE FOLLOWING REASONS: !7. NOT BECAUSE OF ANY ARTISTIC INSTINCT - THERE PROBABLY ISN’T ONE 8. BECAUSE WE ART INHERENTLY ATTRACTED TO DISPLAYS OF SKILL AND VIRTUOSITY (“MATING FITNESS”) 9. THE ART HAS AN INVISIBLE ESSENCE THAT SIGNALS TO SELF A FEELING OF SECURITY AND PROSPERITY 10. THE ART HAS AN ESSENCE OF “POSITIVE CONTAGION” THAT EMANATES FROM THE CREATOR 11. THE ART HAS AN ESSENCE THAT SIGNALS TO OTHERS THAT WE ARE SUCCESSFUL AND WEALTHY (“CONSPICUOUS CONSUMPTION”) - E.G. EXPENSIVE ORIGINAL ART, OR SOPHISTICATED TASTE 12. THE ART HAS A MEANING ESSENCE THAT GIVES A POSITIVE “SELF HELP” EMOTIONAL RESPONSE !!
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SUMMING UP - 2
WE MIGHT HANG ART FOR THE FOLLOWING REASONS: !13. THE ART HAS A STORY ESSENCE THAT GIVES A POSITIVE MEMORY ASSOCIATION, ESPECIALLY PHOTOS 14. “EXPOSURE EFFECT” - BECAUSE WE ARE FAMILIAR WITH THE ART AND IMBIBE AN INVISIBLE ESSENCE OF ASSUMED IMPORTANCE, SIGNIFICANCE OR RELEVANCE 15. WE IMBIBE THE INVISIBLE HISTORY ESSENCE ASSOCIATED WITH THE CREATION OF THE WORK, DUE TO THE “HAND OF THE CREATOR” 16. IT IS IN OUR NATURE TO “MAKE A HOME” 17. BECAUSE WE WANT TO RECREATE A SENSE OF HOME REMEMBERED FROM CHILDHOOD !
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POSSIBLE FUTURE RESEARCH
I HAVE ONLY SCRATCHED THE SURFACE OF THIS FASCINATING TOPIC, PLUS THE MATERIALS HERE ARE PRESENTED VERY SUPERFICIALLY. THERE’S A LOT MORE DEPTH (SEE RECOMMENDED RESOURCES). !VARIOUS EXPERIMENTS COULD BE DESIGNED FOR CONFIRM SOME OF THE CONTENTIONS. !MAPPING SOME OF THE EMOTIONAL RESPONSES TO ART WOULD BE INTERESTING. I HAVE BEEN READING MINSKY’S “EMOTION MACHINE” AND FOUND SOME USEFUL VECTORS OF ENQUIRY. HOFSTADTERS NEW BOOK ALSO INTERESTING. !
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WHAT LESSONS DID I LEARN?
HMMM. !THAT WOULD BE TELLING. !FOR ME, THE RESEARCH HAS SUGGESTED VARIOUS DIRECTIONS OF INNOVATION FOR IMPROVING WALL DECOR E-COMMERCE. !MAYBE YOU’LL SEE SOME OF THEM AT ART.COM… !
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RESOURCES
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The Spandrels of San Marco… (By Stephen Gould) The Assessment of Art Attributes (Chatterjee et al.) !Click on any of the books below, or see all books on Amazon
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CREDITS
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Lounge image by CGI artist Dean Punched (ARD Digital) !Most art images from art.com or allposters.com (See list on next slides) !!art.com labs “color” website by fantastic art.com Labs team.
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ART
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Slide Number Art shown1,4 Night and Day by Katherin Lovell
2 Mosaic Light Bulb by Wavebreak Media Ltd
3 Periscope Field Glasses
5 Strawberry Shakes by Louise Max
10 Sunset Beach by Daniel Pollera
11 Dreaming Red Tree by Melissa Graves-‐Brown
11 Closeup of Rose
12 White House by the Sea by E Kryiakopoulou
14 Tuscan Pleasures by Husley
15 Women’s Face Sketch II by Simin Meykadeh
16 Wednesday Whimsy III by Jeni Lee
17 The Seine by the Island of Jatte in Spring by Georges Seurat
18 Because of You 1 by Philippe Sainte-‐Laudy
23 Whaam! by Roy Lichtenstein
24 Snow Geese Flying in Formation by Arthur Morris
25 Mona Lisa by Leonardo da Vinci
25 A Peacock Spreads its Feathers at the Alipore Zoo
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ART
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Slide Art
26, 27 Within by Jennifer Lommers
26 Abstract Blue Fractal Design
28 Bottle and Glass of Water
29 Coca-‐Cola
31 No. 14 (Gray) by Jackson Pollock
37 Just Another Day in LA by Eric Joyner
39 Pretty Little Liars
40, 42, 43, 44, 45 Woman With a Parasol -‐ Madame Monet and Her Son by Claude Monet
46 Pulp Fiction
50, 51 Starry Night by Vincent Van Gogh
52 Almond Branches in Bloom by Vincent Van Gogh
53 View of Arles with Irises by Vincent Van Gogh
54 Lovers at Chi Tou by Chi Wen
55 Deer Wearing Gym Socks by Charmaine Olivia
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ABOUT
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Paul Golding @pgolding paulgolding.com !Chief Scientist and Director art.com Labs (consultant*) !* This is a personal presentation.
