What Buyers Really Want

When artists get together, this question always comes up …..what do buyers really want?...why is it that some types of art sells and not others, though both are equally well executed…online selling has made the answer to this question a little more complicated, but basically it is still the same…below is an article that clears up this question in a few simple points…it is written by Robert Genn…Genn is a Canadian painter of international repute who runs an art listing site called The Painters keys…I have his permission to reprint his words of wisdom here...note the words in brackets are mine…

There are five main types of art buyer. Some are a combination of more than one type. While it’s not something that you must make a study of, it’s often useful to recognize these birds when you see them in the field. Also, it’s good to know that they have habitats—some dealers attract or generate one type and not another. This can be a factor in a gallery’s, and hence an artist’s success. The main types are collector, investor, decorator, believer and moneyburner.

The collector, perhaps the most precious, is hot-wired for art. He has art in his homes, offices, yachts and closets. While he can sometimes be “sold” things, he loves a chase and a sense of discovery. He may be compulsive, even addicted—it’s in his blood…(he might go for what’s hot, but more likely prefers to “discover” something himself).

The investor, looks at art and sees money. He tries to buy low and sell high. He uses terms like “important” and “flip.” He knows about taxes and regularly asks about values “for insurance purposes (definitely will go for the artist rising at the moment whose work is sure to go up in price).”

The decorator needs something-often anything-to fill a space. Framing is important, as is colour. “Neutral subject matter” often fills the bill. He/She brings fabric swatches and may travel with a co-conspirator. “Trend” is big in this vocabulary—whether it be period, retro, contemporary or kitsch (might go for anything that fits her client’s needs).

The believer is the most innocent art buyer. He may be new to the game and feels the magic of it all-often sharing his excitement with an equally smitten partner. Art really speaks to them-they have a profound admiration and respect for creators (wide open here).

The moneyburner has the dough and likes to get rid of it. He expects art to be expensive and reminds his friends of the figures. Because he “doesn’t have the time,” he’s often a dilettante. He exercises his whims, but often asks the advice of those who are ready and willing to give it (galleries love him).

“To love a painting is to feel that its presence is not an object but a voice.” (Andre Malraux)

Among all of the art-buying types you’ll find the entry level, the mid-stream, and the seasoned-and some more mature than others. Incidentally, openly naming them in public is a mistake-while they’re all nice birds, they tend to think that they’re another type than what they are. You don’t want to ruffle their feathers. Just identify them and let them be.

I have sold art to all but the money burner and the investor and have found that every one of them have different tastes and preferences, except in one area.. they all want good art…well painted, well thought out, composed and executed…now that I am moving into the world of galleries, the same qualities are paramount, except it is going to be a single body of work on display…galleries have quite a different agenda.

P.S. I would also add to Genn’s list: Art Consultants, Architects and Corporate Art Buyers, Hotels, Gov’ts etc are also buyers of Art.

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