Archive vs Shop?
Mardi Jayne Grave is a renowned Australian artist whose oil and acrylic based paintings focuses primarily on themes of portraiture, sealife and the world around her. Mardi’s professional artistic resume includes: Archibald Portrait Prize entrant 2013 and 2017, Wynne Prize Entrant 2015 and Moran Portrait Prize Semi finalist in 2013 and 2017.
It was in a local cafe I bumped into Mardi and exchanged my compliments of her artwork that was on display. She discussed she was in the initial stages of advancing her artistic career and the possibility of exhibiting her work online along with selling products and artwork. This was the first discussion and thinking about how to best exhibit, brand and sell artwork online.
The Problem
When considering how to best create a website for an artist it became apparent that an e-commerce website significantly jeopardised the experience of simply viewing and appreciating the artist and their artwork.
Artist’s websites that included digital stores often distracted the viewer and desensitized them from the artistic merit - it portrayed the artwork as a product rather than an artist’s creation. When the viewer is provided an opportunity to buy an artwork or product, it distracts the viewer with questions such as, ‘Will this print look good in my house, What size is the prints, Does it include framing etc’.
As such, the problem faced was exploring how a website can respectfully balance being both a platform for an artist to sell their branded goods as well as act as an archival catalogue to document and exhibit their work.
The Solution
When considering how to best exhibit Mardi’s work it became apparent there is a difference between a commercial artist - willing to sell anything and everything, and a practicing artist - that is proud and protective of their work. Websites’ aimed at selling and digital marketing forcefully redirect the viewers attention to sell something.
Contrarily, an artist's website needs to be considerate and respectful to both the user’s journey so they can gently navigate the website to discover and appreciate the website.
When an artist focuses on selling it can pollute the artwork and desensitizes the viewer from the artistic merit - it portrays the artwork as a product rather than an artist’s creation. When there is an opportunity to buy an artwork, it distracts the viewer with questions such as, ‘will this print look good in my house, what size is the prints, does it include framing’ instead of solely focusing and admiring the artwork. As such a balance is needed.
Process
When considering how to best exhibit Mardi’s work it became apparent there is a difference between a commercial artist - willing to sell anything and everything, and a practicing artist - that is proud and protective of their work. Websites’ aimed at selling and digital marketing forcefully redirect the viewers attention to sell something.
Contrarily, an artist's website needs to be considerate and respectful to both the user’s journey so they can gently navigate the website to discover and appreciate the website.
When an artist focuses on selling it can pollute the artwork and desensitizes the viewer from the artistic merit - it portrays the artwork as a product rather than an artist’s creation. When there is an opportunity to buy an artwork, it distracts the viewer with questions such as, ‘will this print look good in my house, what size is the prints, does it include framing’ instead of solely focusing and admiring the artwork. As such a balance is needed.
Key Insights
When considering how to best exhibit Mardi’s work it became apparent there is a difference between a commercial artist - willing to sell anything and everything, and a practicing artist - that is proud and protective of their work. Websites’ aimed at selling and digital marketing forcefully redirect the viewers attention to sell something.
Contrarily, an artist's website needs to be considerate and respectful to both the user’s journey so they can gently navigate the website to discover and appreciate the website.
When an artist focuses on selling it can pollute the artwork and desensitizes the viewer from the artistic merit - it portrays the artwork as a product rather than an artist’s creation. When there is an opportunity to buy an artwork, it distracts the viewer with questions such as, ‘will this print look good in my house, what size is the prints, does it include framing’ instead of solely focusing and admiring the artwork. As such a balance is needed.
