Do you make art? Do you sell art? Are you a woman? Are you a man? Here’s a study for you: Michigan State University researchers have concluded that men and women judge art differently.
They showed unfamiliar paintings with fictional biographies to 518 people and found out that men prefer art when it’s accompanied by a strong personal brand perceived as “authentic.” Did you just take up painting in your spare time? Men will hate that. Are you dedicated to a lifelong struggle of expressing the dark depths of your soul? Men love that!
As it turns out, women evaluate the art independent of its creator. The implication is that women are emotionally connected to art and men are evaluating the work’s financial investment potential. MSU assistant professor Stephanie Mangus said, “Women are more willing to go through a complicated process of actually evaluating the artwork whereas men may say, ‘This guy’s a great artist, so I’ll buy his art.'”
She also said, “For the average person trying to purchase art, knowing something about the artist – and knowing that the artist is authentic – can reduce the risk of buying a worthless piece.”
Here are some suggestions for taking advantage of this real Men Are from Mars, Women Are from Venus situation:
1. If you want men to like/buy your art, aggressively brand yourself. Use the word “struggle” and “passion” when describing your practice.
2. Don’t hide behind your art. Lead with yourself and men’s interest in your art will follow.
3. If you want women to live/buy your art, make good art.