3. research

Van Gogh Alive – The Experience
Van Goth Alive – The Experience is a digital art exhibition which involves many boards and boxes. Some of these are
situated on the floor and the art images are then projected onto these, creating an immersive experience.
I believe that art exhibitions should be as exciting as the actual art itself. Having the image just displayed on a plain wall is
very boring. It feels to me that all the effort has gone into the production of the art and when it came to the presentation
the artist opted for the easiest option. I would like to contribute the same amount of thought into how the art will be
displayed as to how it was made. I believe that displaying art on a wall takes away all the excitement of a piece of art and
doesn’t let the audience fully experience what the artist might be trying to say through the art piece itself.
The designer of this exhibition has chosen black as the background colour to the display, this is clearly a well thought out
decision as it helps the audience to fully immerse themselves in the art. Having a white background would take away the
intensity of the colours and distract the audience. It would be quite interesting if they could change the background
colours as well so it helped to make the whole room an art piece.

For example, with the sunflower picture the background of the art piece is yellow, changing the background
of the room to different variations of yellow could help to spread the art further into the room instead of
leaving it just on the boards. Having the art illuminated as well really brings out all the colors and details that
might be missed if it was just on a wall.
One thing that hasn’t been used in this exhibition that might be interesting to look at is varying degrees of
illumination, this could help to focus the audience on certain pieces and help them to know where to look
instead of having all the boards filled with the same intensity. The colours of the paintings must also have
had an influence into how they were to be displayed. To look into this I did some research on Van Gogh's
work, mainly his use of colour and what influence that had at the time. What I found out was very
interesting.

When Van Gogh dedicated himself to art he was caught in the middle of a changing art world. There was realistic
which is all the artistic world had ever really seen and then there was the new impressionists who wanted to paint
their impression which perhaps wouldn’t be exactly what it realistically is.
When Van Gogh started painting he would paint in dark gloomy earth colours, this fitted with what he was painting
(miners, laborers) however this is not what he is most recognized for. When he became exposed to the work of
impressionists and the new pigments available to use, he began to introduce brighter more vibrant colours into his
palette and thus the work that he is recognized for was created. He began to paint with mood and emotion instead
of how the objects really looked, this had not yet been done before and was groundbreaking in the terms of the
boundaries of art.
Van Gogh's use of colour was greatly influenced by the colour theories of
Charles Blanc. Blanc had a theory about contemporary colours playing a key
role in paintings. These are colours which are positioned on opposite sides on
the colour circle and which are enforced when placed next to each other. Van
Gogh did a lot of experiments with these in his paintings.

I found this comment when I was researching into
Van Gogh, I think it perfectly describes how Van
Gogh's work is viewed. With it being visual music,
having the images move and interact on the digital
display helps to bring this alive, much like when
seeing an orchestra play the music live, helps you to
understand and feel the music more. I think this is
something I would like to look at in terms of bringing
it into my own project. I think it would make more of
a lasting impression on the audience and would also
be a new and exciting way of viewing the artwork.
With the new bold colour choices also came a new way of painting. Instead of painting realistically with small precise
strokes. Van Gogh allowed himself to use sweeping bold stokes, painting straight from the tube which allowed thick paint
uses. This is a recognized feature of van Gogh's work. Some believe this to be a sign of when his mental health began to go
downhill but I also believe it to be when Van Gogh had found himself in art and how he could express himself. His first
pieces are good but there is no personality in them, the artist is unrecognizable in them. In his later pieces they are bursting
with personality and are completely recognizable as van Gogh's work.

Audience Profile
The YouGov site didn’t have an exact profile for the art gallery I looked at so I settled for another gallery however I do not
think that this will be very accurate as they were vey different galleries the one I looked at is very modern and new, whereas
this one is more traditional. However this type of person may still like the modern gallery so I have decided to include it
anyway.
This audience profile tells me that I am looking at women aged 55 and above mainly living in London, who have some
money and who's careers revolve around entertainment. This tells me that these women most likely have their jobs and
lives sorted, they're living a comfortable life and enjoy going to the galleried in their spare time, maybe even having worked
in one before. This is useful to know as they will most likely be familiar with art and will know a lot about it, this tells me
that my work needs to stand out to them and be remembered by them for being different or anything else they would have
seen previously.

Virtual Reality Headsets
Virtual Reality Headsets allows you to
visually and sometimes aurally
experience another world separate
from the one you are living in. This
works for video games and also
exhibitions as it allows the audience to
be fully absorbed by what they are
seeing as it is so realistic.
I was lucky enough to experience these at an art exhibition I went to in the Baltic Art Gallery situated in Newcastle. The
exhibition I went to see was based around the refugee crisis. The videos involved animated conversations that gave you
firsthand accounts of what was happening in Syria. They also managed to incorporate touch into this by using a small square
of the floor and filling with the texture you would have felt if you were there in real life. This made the whole experience
extremely realistic as you could hear, visualise and touch what was going on around you.
Most likely it is not going to be possible to
create this for my exhibition as it involves high
tech expensive equipment that is not available
at college. However I could explore and go into
what I would have had to have created if I was
going to do this.

Maps
I chose these maps to do my research with as they are the most
similar to what I want to create. They are very clear with their
information and easy to follow. My exhibition will obviously not
be spanning two floors and will be nowhere near as big as this
one however the similarities are still there. I need a map in my
products as I want my audience to be able to find their way
around and be able to decide what they want to see first
through looking at the map. I’m still not sure whether to have
one big map that the audience can view before going in, a map
on a piece of paper they can carry around, a map within the
guidebook or a sort of mixture between all three.
Heard Museum
This is a more simplified version of a map that would
work for a smaller exhibition such as the one I’m
going to create. This does like an official floor plan
(like architects use) I would like to make my own
product more interactive and more appealing to
look at. I wouldn’t need the measurements shown
on this map as it would not be relevant to the
audience.
Out of these two maps I think the heard museum
map would be the one I would look to for
inspiration. This is because it is clear and
informative to look at, it manages to look
professional whilst not looking boring. These are
things I would like to replicate in my own product.

3D Maps
Whilst researching into maps I found out about 3D maps. These are maps
that help you to visualise the building in real life, how the rooms are going
to work out next to each other, whether it works size wise. It is also very
useful to the audience as it helps them to see where they are, where they
want to go and what’s the easiest way to get there.
Although my exhibition isn’t going to take up a whole building, it may take
up a room and as I’m wanting to incorporate boxes, pillars, walls, floors
and ceilings into that it would be useful to draw the layout so I can
visualise it. It would also be a good idea to create this as I may not be able
to take up all the space I need to show off my work so drawing it out like
this would show off what I wanted to create. If I create a few examples of
the layout it would also show off that I have thought about the different
possibilities that are available.
I chose these two examples as they are both really good
examples of a one floor and a multiple floor map. They show
off what is possible to create. I also like them both as the top
one has a lot more detail showing me what I could add to the
floorspace, whereas the bottom one focuses more on the
rooms and floor space it has available. As an idea I’m thinking
of doing a 3D map of the college and then animating it so I can
zoom in one room, where the exhibition would be. I could then
do a visual walkthrough of the exhibition using animation. I
don’t know how possible it will be to actually create that as
that would be using a lot of skill to animate it all whilst making
it look professional.
To help show what I mean in a bit more detail I found a few YouTube videos that help to explain my idea. This first YouTube Video I
found is a tutorial on how to build a realistic looking building. This will be helpful when I try to do it for real. The second YouTube
video is a walkthrough of an apartment that has a very similar animated effect to what I want to create.

3D Raised Relief Maps
Whilst looking into maps in more depth I found out about 3D Raised
Relief Maps. These are 3D printed maps that are used to visualise the
terrain of land. Mountain bikers and hikers are big fans of these as they
help to find the best and safest routes for them to take. Although this
doesn’t sound at all relevant to my project it actually is. Realistically it is
not something that I would be able to create for this project, but if this
exhibition did actually get created for real it is something that I would
make sure is incorporated.
I would be able to use 3D raised relief maps to help visually impaired people
to experience the art without having to visualise it. I would use a 3D printer
to print off the different layers that have created my artwork. This would
create a lot of texture and feeling to the piece. I would also want to create an
audio track to go alongside this to explain the colours and light used in the
piece. To do this so it would be the most beneficial to a visually impaired
person I would need to talk them on how they would most like colour
explained to them. This could be explained through feelings, emotions. I
would definitely need to talk to someone who cant see for this as they will
know what they need to hear for it to make any sense to them. If I tried to
create it myself it would not work as I have no idea how it is to not see colour
so I would end up creating an audio track that would be completely
irrelevant.
Most 3D artwork at the moment is sculptures, but these are normally banned
from being touched, as they wear away very easily, so they are useless for
someone who cant see. My artwork would be designed so it could be
touched without wearing away easily.

Audience Profile
When trying to find an audience profile for maps the only option that came up was for Google Maps. This Isn’t really the
product I was looking for however it is still a form of a map so I decided to include it, however it will not be an exact profile
for my products.
This audience profile tells me that I am mainly looking at young males living up North, who are fairly rich and have careers
focusing on IT. This means that they are expecting good quality professional looking products that maybe have a technical
aspect (such as Google maps being online and can be personalized to the user). The technical aspect may not be possible to
add into this project as it would take a lot of work and a map is only going to be one of my side product and not the main
product.

Physical Guide BooksI found this guide book online from National Gallery in London. The National Gallery
showcases some very classic pieces. The majority of the art they show is older famous
paintings. I think that is very clear to see from the front cover of their guidebook. I
personally would not have chosen the art they are showcasing on the front. This is
because there is no excitement in the piece, it is quite plain, which is a bad choice for a
front page. The front page needs to be bursting with energy, colour, interest, and
excitement, this is needed because the audience needs to see this visually to get them
interested and excited to see the rest of the exhibition. Having all of this is going to be
especially important in my product as my exhibition is going to showcase modern art.
Modern art needs to look exciting and full of energy because it is still a fairly new
concept, due to its use of technology and the energy the pieces hold, it needs to grip its
audience and keep them wanting more if it wants to remain in the art world.
These are a few of the sample pages featured on the website. I do like the layout of the images and the text as it looks clear,
clean and informative. When creating my product I would like to try this layout and see how it looks with my artwork. I
would also like to create something a bit more experimental and interesting to look at. This is because I think the
information needs to replicate the art. In this case it does as the art is realistic, so the writing is quite formally displayed. I
think if I did display it in this way the formality could take away and discredit the experimental of the art, however it could
also compliment it and work quite well together which is why I want to try it out.

Physical Guide Books
I did also look at how the website displayed the guidebook as I am interested in creating one.
I like how this is laid out as it is very clear. It has the reasoning for why you should buy the book and
also what information it contains.
The price is also what I am interested in as I would be advertising my own guidebooks on the website
as if I were to sell them, so I need to know what price around they get sold for.
One thing I don’t really understand about this art exhibition
website is how it describes the art as exciting and immersive.
However it is anything but that with how it is laid out. The
way it is displayed is very similar to textbooks from school,
which whilst they remain informative, they are anything but
exciting. I think displaying the art and text in this way needs
to be rethought about if they are wanting to continue to
attract the younger generation. This is something I am going
to have to seriously take into account when creating my own
pieces.

Digital Guide Books
Smartify is a new app which allows you to scan pieces of art and gain information about them that otherwise would not be
known to you at the time of viewing the art. Doing this allows you to explore and understand the art in more depth.
Viewing the art whilst knowing the reasoning behind it can help to connect to the art, I personally like to know the story
behind it as I can connect to the art and the art also sticks in my head and stays with me for much longer than it would if I
don’t know the backstory about it. This is something I am interested in replicating in my own products. I am not sure exactly
how I would go about it as I do not have the technology to create an app. But I guess I could create a logo, and ‘screenshots’
from the app itself to make it look like I have created the app.
I think having a digital guide book would make sense with the art I am creating, as they are both modern and exciting. I
think also having a digital guidebook would attract and interest the younger generation as they understand and connect to
technology. More than the older generations.
Having a digital guidebook would mean a lot of interaction with the audience as your able to make their experience more of
a personal one. You could have the technology find out what that person was more interested in finding out about the
art/artist and then the information would be tailored to them so that, that individual is able to get the most from their visit
and really have an experience.
I think it would work quite well to have a mixture of both digital and physical guide books. As this appeals to a wide variety
of different people and would potentially attract a large audience.

Audience Profile
The YouGov site didn’t have an exact profile for the guide book I looked at, so I settled for the gallery it talks about however
I do not think that this will be very accurate as one product is a book and one is a gallery and thus will attract different types
of people. However there may be a few similarities so I have still included this audience profile.
This audience profile tells me that I am looking at women aged 55 and above mainly living in London, who have some
money and who's careers revolve around the home. This tells me that these women most likely have their jobs and lives
sorted, they're living a comfortable life and enjoy going to the galleries in their spare time, maybe even having worked in
one before. This is useful to know as they will most likely be familiar with art and will know a lot about it, this tells me that
my work needs to stand out to them and be remembered by them for being different or anything else they would have seen
previously.

Posters
For my exhibition I need to create a poster, this is crucial to the project as I need it for advertisement. I can use it to hand
out on streets, use as leaflets, on my website, social media posts etc. It is a important part of my project. I have chosen two
very different examples of posters used for advertising art exhibitions to explore the variations of what I could create.
This design is very simple, it is a picture of one of the featured pieces of art,
with a simple black box (Opacity turned down so the art can be seen through
it) telling you all the information – dates, times, venue and what it is, in this
case it is a student exhibition. I do like this design as although it is very simple,
it is eye-catching due to the art piece being very bold with the colours and
shapes used. I don’t know whether this particular design would work with a
simpler plainer piece, as this only works due to the boldness of the piece
This poster focuses on the theme of the art used in the exhibition and has created the poster and
the exhibition name around that. In this case the theme was splatters. So the poster is very jumpy,
it has a lot of movement in it. This is seen especially in the lettering used, there are different sizes
used to create a movement and it really makes your eyes focus on what it is saying. There is then
colour and shapes splattered out around the letters which adds more interest and colour to the
piece, it also makes the eye travel all around the poster which then leads you to the date and
their website URL. I think this poster is very effective and also cool to look at. One reason I really
like it is that it doesn’t show any of the pieces used in the exhibition, it leaves the audience to
guess at what could be shown. It only hints at it with the name and the patterns used. I think this
is very effective as it makes the audience want to come to the exhibition to see what there is as
there have only been little clues. I think sometimes seeing a piece of the art on the poster sort of
gives away the whole surprise element of the exhibition, you already know some of what you are
going to see.

Art T-shirts
One of the products that I’m thinking of creating to go alongside my
exhibition are t-shirts. I like this idea as if people wear them around
they are also spreading my art around as well. It might also be a
good idea to have my details on the back of the shirt so if people see
the t-shirts and like the art they also have a name to go on to find
out more.
This example is a plain black shirt with the picture of art in the centre
of the top of the t-shirt. I think this actually works really well as the
photo is quite dark so it actually sort of merges together with the
blackness of the shirt. The bright colours of the middle of the shirt
help to focus the audiences attention on the art. What makes it
more intriguing is the fact that you cant really tell what the art piece
is. So this shirt not only manages to attract the audiences attention it
also manages to keep them interested.
The art piece that is used is by one of my favourite digital artists called Stephanie Jung. She creates her
pieces by taking several photos of the same landscape scene, so in the different photos subtle things will
have changed, such as a person walking could be further away from the camera than they were in the photo
before. She then piles these photos on top of each other and changes the opacity so that it creates a
distorted layered digital piece of art.
When I start to think about creating my own t-shirt designs I will be using this one as inspiration as I think it
is simple but empowering to the piece of art and that is something that I would like to replicate in my own
work. I don’t want my t-shirt to be too loud and bold as I think that, that can quite often look trashy and not
something people would actually want to wear.

Digital Art Analysis
To start analysis I looked at all these examples of digital art together. Looking at all the pieces
collectively will help me to pick out distinguishing qualities that I can bring into my own art.
To me the two aspects that stand out the most is the broad range in colour and the movement that is
present in all of the pieces. The colours really stand out as the artists have chosen a massive range in
colours, so there are colours that work well together and look seamless but there are also colours that
contradict and look very harsh. It is this mix of seamless and harshness that causes the ‘movement’
seen in the pieces. The eye doesn’t really have a focus point so is forced to look around the whole
piece which causes the ‘movement’.
These two features are going to be important to replicate in my own digital art, as I need my own
artwork to look professional and these are the features that I have picked up on with other
professionals work.
One of the reasons that I picked these pieces is that they all have different themes to them. This is
important to my own project as I need to decide what my theme my pieces will have, or if they even
have one. In this piece there are the themes of landscapes, basic shapes, portraits, city life and broken
glass. Having a broad example of different themes that are possible to include in my own portfolio of
pieces is extremely useful as I can see what other artists have created.
Another reason that I chose these particular examples is that none of them include text, I am not
interested in text being used in my pieces as I want to purely focus on colour, movement and shapes. I
think that text would take away from this as it instantly attracts the eyes and people want to read it
instead of looking at the actual art piece. To me it is a distraction.

My Digital Art Analysis
I have also decided to include in my research some of my own digital art examples from a
previous project last year. I decided to do this as I can look at these for inspiration but also
for ways that I can improve on my technique and the overall look of the finished piece.
This particular series is based on Light Distortion. I took many different photos with lots of
different coloured lights, when taking the photos I moved the camera and the lens around
to create a blurred image(camera shake). I also took images of the lights how they were
(no camera shake). Once I was happy with my selection of photos I took them onto
Photoshop and played around with them. Changing saturation, hue etc., until I was happy
with the final piece I had created.
This is the technique I will be using in this project to create my digital art pieces. I have
chosen to use this method as I know it works, is effective and I am comfortable and
familiar with the process.
One thing that I will take forward with me when using this method is to save the work in
separate files as I go along, as sometimes I have found that I preferred an image before I
changed several things and then have found it very hard to get back to the preferred edit.
Hopefully saving the work separately as I go along will save me a lot of time and effort. I
would also say to not be afraid of trying out new tools on Photoshop, I know from these
pieces that experimenting with new tools has sometimes created some of my best pieces.

Research Analysis
I normally really hate doing secondary research as I find it very dull and boring however for this project I was really actually
looking forward to conducting my secondary research. I think this was because I was actually really interested to see what
other people have managed to create, who had the same starting ideas as me. I am particularly interested in the exhibition
side of things. I wanted to see how people have made exhibitions more exciting and modern. Making my exhibition more
modern and exciting is really important to me as I think the ‘traditional’ method of displaying art at an exhibition is
extremely outdated and is not intriguing the younger generations, which it desperately needs to do to avoid dying out.
When looking for products to research more into, I tried to go for ones that were unusual or had the possibility to be
adapted and taken down a different path in production. I think having this mindset when looking for products helped me to
find good quality products as I wasn’t going for just the first product I found. Researching into these products helped me to
come up with some ideas of what I could create, and how I could combine products together. After doing the research I feel
like I’ve got a lot more choices and options for what I could do and create. For example creating an animated walkthrough of
the exhibition is not something I had though of before but is now something that I feel would add a lot of interest and
uniqueness to my exhibition.
What I learnt most from my research is that most of the products were bold, bright and fearless. What I mean about this is
that they did something very different and unique without worrying about what other people would think. I think the
product that this is the most clear to see from is the Van Gogh projected display. Potentially there could have been a lot of
anger towards this as it is taking classic, renowned art and turning it into something very modern. People quite often speak
out against this as they like things kept the way they are. However I think because the exhibition is so beautiful and really
does pay respect to Van Gogh as an artist there were very few complaints.
The product that I found the least interesting to research was the T-shirts. I found this really dull as none of the designs
were nice, and they were quite simple, as in they had simply just placed the art on the short and left it like that. Researching
into the t-shirts has made me wonder whether I do actually even want to create t-shirts. I am thinking this as before
researching into the t-shirts I wasn’t sure how I would go about making them as I'm not good at designing clothes, so I had
hoped researching into them would have helped, however none of the designs that I found did appeal to me. I think I will
continue to make them and will just have to create a few variations and decide which one I prefer the most.

Research Analysis
In my secondary research the product I found the most interesting to research into was the Van Gogh Alive exhibition. This
was because it demonstrates exactly what I am wanting to do in my own project. It is showcasing work in a brand new and
exciting manner, which attracts people from all over. The idea of bringing the art to life through animations just adds to the
idea of displaying art into so much more than just hanging it up on a wall.
What makes this exhibition just a bit more exciting was the fact that the art used was Van Gogh's, this work has only ever
been displayed through hanging. Showing it through projection and animation completely reinvents and refreshes an
otherwise old piece. Another thing that makes the idea of this so exciting is that it is attracting and bringing a new audience
in and changing their opinion on art. Art should never be directed towards specific people, it should ignore age, gender and
social status. However some people myself included find that viewing art where it is simply hung up is extremely boring and
the excitement of the piece is taken away. Displaying it in these new and different ways allows more and more people who
otherwise wouldn have looked twice at an exhibition to come and experience art in a manner which they can actually
appreciate.
Something that I found really hard to do with my research was creating an audience profile. The products that I researched
into were very unique and therefore didn’t come up on the YouGov website. For a few of my products I did compromise and
go with profiles that didn’t fit my product completely but would still give me some relevant information that I could use to
my benefit. However for a lot of the products I couldn’t find a similar enough product or any product at all in some cases
that would give me useful information. An example of this was the Virtual Reality Headsets, nothing came up for them at all
which was quite frustrating as I wanted to see what people would be interested in them and whether that fits into my
target audience. Overall adding an audience profile was really frustrating to complete as there isn’t enough products listed
and so for a lot of my products they don’t have an audience profile as there was no relevant information about them.
I am very excited to now move onto creating experiments for my project as this will also hopefully add to and develop my
ideas further.

Audience research – What is your gender?
• Observation:
Although there is a slight difference in numbers, overall my answers to this questionnaire are answered
equally by both genders. This is a positive thing as my project isn’t directed at only one gender, having both
genders views will help to make my product best it can be for both genders.
• What this says about my audience:
This tells me that my audience is pretty much an equal mix of both females and males.
• How will your product appeal to this audience:
My product will appeal to this audience as I will listen to what they want to hear and provide that. As my
audience is made up of both genders I will have to create something that caters to that and appeals to both
genders.

Audience research – What is your age?
• Observation:
Overall my audience is made up of young adults.
This tells me that my audience is mainly young adults, I’m hoping this means that they will be more open to the idea of
modern art and modern ways of displaying the art, than perhaps the older generation will be. This also tells me that they're
might be more leeway as to what this audience will accept from my products, they’re ready to see something new and
exciting.
My product will appeal to this audience by keeping everything modern, abstract and constantly exciting and doing the
unexpected. I think the younger generations in general have less patience and a small attention span so my products would
have to keep up with that constantly providing something new and exciting to look at.

Audience research – Have you ever been to an art exhibition?
• Observation:
The vast majority of my audience have been to an art exhibition and enjoyed it. About the same amount of people have been to art
exhibition and didn’t enjoy it as the amount of people who haven’t ever been to one.
This tells me that the majority of my audience have already been to an art exhibition and will already have opinions about
exhibitions in general. This is positive in this case as the majority of that number enjoyed it. The people who didn’t enjoy it or have
never been to one, these are the important peoples opinions that I need to focus on changing. These people most likely have
negative opinions about art exhibitions and I need to provide something different and exciting in my product to make them want to
come and see mine.
My product will appeal to this audience as I will keep it exciting for the people who already like exhibitions and I will bring something
new to the table for the people who haven’t been to/don’t like exhibitions. This will keep both parties happy and will increase my
audience numbers.

Audience research – At an art exhibition would you prefer for the art to
be interactive with the audience?
• Observation:
The majority of the audience would like for the art to be interactive with them
This tells me that my audience in general would like to receive something more out of going to an art exhibition
than just seeing the art. They want to feel and experience the art. For me this makes my project more exciting as I
can think of ways to make my art more of a personal experience for the audience.
My product will appeal to my audience by making the exhibition more of a personal experience, something that will
stick with the audience well after they have left the venue. My product will do this by being interactive with the
audience, giving them something in return for coming to view the exhibition.

Audience research – At an art exhibition would you prefer for all the art
pieces to be part of a common theme or individual, unique pieces?
• Observation:
That the majority of my audience would prefer to see individual, unique pieces rather than pieces which are part of a common
theme.
This tells me that my audience is ready to always be surprised with new artwork, they don’t want to be seeing the same pieces/styles
over and over again. Although this will be creating a lot more work for me it does mean that I will constantly be working with new
software's, pictures, and skill sets, I see this as more of an advantage than an inconvenience.
My work will appeal to this audience by having individual and unique pieces, however due to the fact that the numbers for the
common theme options are also pretty high I believe it may be a good idea to do a few smaller collections of art pieces. This is
because then my art exhibition will appeal to both sides of my audience.

Audience research – would you like the option to buy merch at an art
exhibition?
• Observation:
That a large proportion of my audience would like the opportunity to buy merch if they came to an art exhibitions.
This tells me that my audience come to the exhibition to see the art but they would also like to take something back
with them, separate from the memories. This is special as it means that the art will travel further than the four
walls of the exhibition.
My product will appeal to the audience by having lots of different options of merch for them to choose from.
Having a broad range of products will hopefully also change the mind of the people who said they wouldn’t want to
buy any.

Audience research - Would you like music to play out-loud at an art
exhibition, the option to wear headphones or no music?
• Observation:
This tells me that my audience is pretty much torn between having music out loud or headphones. This is quite difficult as it is not
possible to have both options.
This tells me that my audience is on one side into having music play out loud, these are perhaps the people who would come in
group so would want to talk and explore the artwork through conversation which would be hard to do with headphones in. The
other group is wanting headphones. This tells me that this group is more introverted, they most likely want to go around and have a
personal experience, they don’t want to listen to what people are saying around them, they just want to experience the art for
themselves.
To satisfy both groups of audiences I am thinking of doing a mixture of out loud and headphone usage. This would mean there would
be different rooms where the audience could choose how they want to partake in the work. It would also help to keep both groups
happy whilst also making them partake in something they normally wouldn’t want to.

Audience research – Would you want someone to walk through and
explain the exhibition or would you prefer a guide book?
• Observation:
That the vast majority would prefer to have a guidebook
This tells me that my audience would prefer to go through the exhibition by themselves, finding their own way around.
Instead of having someone be there to explain it all to them. This is the way I would prefer it as well, as you are given your
own time to decide what you think a piece of art means but then you also have the option of looking at a guidebook for
help.
To make my product appeal to its audience I would make a guidebook that goes through each piece of art, explaining back
story, meaning, process etc. This makes the audience feel as though they have been on a guided tour but without the
pressure of keeping up with a group.

Audience research – If there was an option to meet the artist would you
be interested?
• Observation :
The vast majority would like the option to meet the artist
This tells me that my audience are fully interested in the art. They want to get everything they an out of this
exhibition. It also tells me that there could be some aspiring artists within the group who could be hoping for some
tips and tricks
I’m not too sure on how to make this product appeal to this audience as I wouldn’t actually be creating the
exhibition. I could advertise that the artist will be there. I could also perhaps do a quick Q&A in a guidebook or
something and then at least even if the audience don’t meet the artist its still a more personal experience.

Audience research – How many pieces of art would you expect to see at
an exhibition designed by a single artist?
• Observation:
That the majority of my audience would prefer to see larger amounts of work
This tells me that if the audience are going to an exhibition they want it to be worth their while with the amount of
work to see. This is something I totally agree with sometime you will have travelled somewhere special but the
artwork on show is minimal and it just feels like a waste of time.
My product will appeal tot his audience by providing a satisfactory amount of high quality work.

Questionnaire Summary
For this questionnaire I wanted to get more responses then I would have gotten from just at college. To get
more I got my family to do it and also advertised it on my art Instagram to try and get more responses.
Unfortunately not as many people answered it as I would have hoped, however I did still manage to get
more than I would have done from college alone. I have tried to summarise the questionnaire into smaller
bullet points that I can use as a sort of checklist to check that my work is staying in line with what my
audience wanted.
1. Caters for both genders - This should be quite easy to do as the majority of art is gender-neutral, art is more a
personal preference.
2. 16-19 year old's - Overall I am looking to satisfy this age group however I should still remain aware of the other
ages that could potentially be part of my audience.
3. Majority liked the art exhibitions they have previously seen - These people however are already won over, I
need to focus my attention on the group who have never been and also those who have been and didn’t like it.
4. Interactive Art – Need to make sure there is an interactive element in the exhibition. Maybe make it so it could
be optional? Not sure how possible that will be.
5. Individual, unique pieces - The majority of the work should be individual pieces, however because the votes for
each option were pretty close (26 to 16). It might be a good idea to also do a small collection of pieces that do
have a common theme.
6. Would like the option to buy merch - Make sure there is a range of products available to satisfy everyone.
7. Out-loud and Headphones – These have pretty much the same amount of votes. It might be a good idea to do
half an exhibition on each one, however I’m not sure how practical that will end up being.
8. Guidebook – Make the guidebook as informative as possible, they chose this option for a reason.
9. Would like to meet the artist – Would have to potentially advertise this quite heavily. A lot of people went for
this option.
10. 5-10 pieces of art – Make sure all of these pieces are of excellent quality.

Interview 1
• Would you be more interested in going to view an art exhibition that displays art through
projection or would you rather have it displayed on a wall? And why
I would prefer to see art displayed on a wall as I believe this gives it a better appearance seeing
the original piece, instead of seeing a copy of it through projection. Also the projection may get
rid of some of the detail on the artwork.
• What general theme would you be interested in seeing at an art exhibition? (the art and
how it is displayed would take inspiration from this theme) and why have you chosen this
I would be interested in seeing simple art with more meaning behind the art, with few colours,
and simple designs
• What types of advertisement would you expect from an art gallery ( thinking outside of
the box, so not posters etc). And why
Billboards would be useful as they are eye-catching and many people will see it.

Interview 1 - Analysis
This person is clearly quite traditional in the way they want to view art, they would prefer to see art that has been hung up.
This is interesting as this is the point of view from a young adult and stereotypically the younger generation prefers to see
something new over traditional. So having the opinion of someone who would prefer traditional is quite interesting.
However this also tells me that this person has perhaps not seen or experienced anything new that the art scene has to
offer, so it could be quite exciting to show this person what else is out there and all the different ways that they can
experience art other than having it hung up. It is also mentioned in the interview that some detail of the art may be lost if it
is showed through projection. When showcasing art through a projection a really high quality projector is used, this is to
ensure that no detail is left behind and the quality would be just the same as if you had a physical copy. It is only when using
a low quality projector that detail would be lost. My product will appeal to this audience as I could have a mixture between
projected work and hung work. This way I am giving them what they want to see but am also introducing them to the
modern aspects of displayed art.
The fact that this person is also more interested in the meaning behind a piece of work than what it looks like visually is also
exciting to work with. I could do a lot of research into colour meaning, shape meaning and do a piece purely based on what
it means. It could be interesting as well to look into what people are made to feel based on what they can see visually. This
tells me that this person most likely takes their time to look at art pieces and really tries to understand them. Their first
answer of preferring to have the art displayed in the traditional manner makes more sense after this answer. They spend a
lot of concentration on understanding the art that having it displayed in an interesting way would be distracting to this
focus. My product will appeal to this person as I will be creating a range of products and some of them will definitely be
focused on purely the meaning behind.
The advertising method that this person has suggested is one that I hadn’t really thought about as a serious suggestion. I
think this is because in York billboards are not used so I don’t see them in my every day to day life. I think that using them
would definitely be a sure way of gaining attention for my exhibition. This tell me that to get this person to notice an
advertisement, they need to big, bold and eye-catching. My product will appeal to this audience as I will be including
billboards in my advertisement, I will also be trying to think of eye-catching and bold ways to advertise as this what seems
to attract this audience.

Interview 2
I would rather it was displayed on a wall because the projection may get rid of some detail
I would be interested in a theme of nature, I have chosen this because the colours associated
with nature look good as art
• What types of advertisement would you expect from an art gallery ( thinking outside of
the box, so not posters etc.). And why
Billboards in the city, or leaflets as they get more attention so more people would notice.

This person is concerned by the quality of the work that they would be seeing. They have said that they
would prefer to see the work displayed and hung up rather than through a projector as a projector may lose
some of the detail from the piece. However when you do display work through a projector it is a high quality
projector that ensures that no details are lost. It would be interesting to see what this person would then
think if they knew that. This concern tells me that this person likes good quality pieces and going to see
something of a low quality would be a waste of time. My product will appeal to this audience by being of
high quality. I am also thinking of doing a mixture between projected and hung up work, this should appeal
to this audience as its giving them the hung up work that they prefer but is also introducing them to
something new that they weren’t too sure on beforehand.
The chosen theme of nature is quite a broad spectrum as they haven’t specified which part of nature they
would prefer to have used. This tells me that they’re perhaps not too sure on what they like to see in art.
The added comment on how the colours used in nature look good when replicated in art tells me that they
look at art mainly visually, they wouldn’t be bothered if there was a meaning behind the piece unless the
meaning was obviously portrayed visually.
The advertising method that this person has suggested is one that I hadn’t really thought about as a serious
suggestion. I think this is because in York billboards are not used so I don’t see them in my every day to day
life. I think that using them would definitely be a sure way of gaining attention for my exhibition. This tell me
that to get this person to notice an advertisement, they need to big, bold and eye-catching. My product will
appeal to this audience as I will be including billboards in my advertisement, I will also be trying to think of
eye-catching and bold ways to advertise as this what seems to attract this audience. This person also
mentioned using leaflets, this is a good idea as you can use this to attract all types of audience and not
necessarily the audience you would be targeting.

Interview 3
• Would you be more interested in going to view an art exhibition that displays art through projection or
would you rather have it displayed on a wall? And why
I guess I would be more interested in it if it was a projection as that isn't something that I've seen before
where as if it was on a wall I could just Google it to look at them as they wouldn't be as exciting or different?
• What general theme would you be interested in seeing at an art exhibition? (the art and how it is
displayed would take inspiration from this theme) and why have you chosen this
Not very arty but I like nature so views of mountains, forests etc? I think that it is beautiful and I would
rather look at that than say a portrait of a person as I see people all around me but I don't get a chance to
see amazing views that often.
• What types of advertisement would you expect from an art gallery ( thinking outside of the box, so not
posters etc). And why
Not very good at thinking outside the box... Maybe these days adverts on social media but I suppose that is
still a poster so maybe umm, maybe a mini Exhibition of the art in the street to get people to come in or like
that lady did where she projected herself onto the houses of parliament you could project a piece of art
onto the floor or buildings that are often used and have a lot of foot traffic.

This person is ready to see something that they wouldn’t be able to look up and see. This is exciting to hear
about as a creator as it gives you room to create something that hasn’t been seen before without worrying
that there will be no audience. It’s a refreshing reminder that there are people who are ready to see
something new and different and are prepared to see something that wont have been seen before. This tells
me that my audience are open minded and are wanting something different to what they have previously
seen, whether that be online or in person. My product will appeal to this audience by trying to be as
individual and unique as possible.
For the general theme, this audience has said that they would want to see nature, but not your typical
flowers, they want mountains and forests. This person is once again stating that they are wanting to see
something different and out of the ordinary. I would like to add however that my art and how I make it
distorts the image so much that the image of the mountains wouldn’t end up looking like that at all. I could
use an image of a bench and you wouldn’t know it. So I would like the chance to show this person that
amazing views can be created from things right in front of you, you don’t need to travel to far away places to
obtain that. My products will appeal to this audience by showcasing pieces of art that are truly unique and
different from anything else they would have seen.
I really like the mini public exhibition this person suggested as an advertising technique. Its not something I
thought about at all but it is something that would work perfectly with my project and its central idea of
digital art. It would attract a lot of attention from lots of different types of people. This tell me that to get
this person to notice an advertisement, they need to big, bold and eye-catching. For my product to appeal
to this audience I will try and create an art exhibition on the street, however I will have to look into the legal
aspect of it all and whether I will need a licence to do that but I am prepared to do that as it seems like a
very exciting new and bold advertising technique.

• Would you be more interested in going to view an art exhibition that displays art through projection
or would you rather have it displayed on a wall? And why
It would depend on many factors. The projection may not work well with enabling me to properly
experience the piece. If, for example, it was art made using various media types I would like to be able to
see the texture of the artists work. I do not feel that a projection would provide this. Light also has a huge
impact on how a piece can be viewed and I'm unsure as to whether a projection would always show a piece
to its best advantage. Finally, if I'm taking time out to see an artist's work, I want to see the real thing. This
is the whole art experience. If I can only view via a projection of the piece then I'm missing a vital part of
the experience. Perhaps the two together might enable the viewer to have a better art experience.
• What general theme would you be interested in seeing at an art exhibition? (the art and how it is
displayed would take inspiration from this theme) and why have you chosen this
I cannot really answer this as a theme doesn’t inspire me to view artwork. What might grab me is if I like the
artist or if I’ve seen a sample of the work and like it and so id be interested in viewing more. A theme
doesn’t make any difference.
• What types of advertisement would you expect from an art gallery ( thinking outside of the box, so
not posters etc). And why
If it is a new artist then to grab people's attention nowadays it would need to be something "out-of-the-
box". Something in line with the theme of the art itself. Maybe projected images on landmarks/buildings. A
coalition with local schools, again related to the art theme. Enabling children to complete a piece along a
similar vein and then also show that alongside the artist's work.
Interview 4

This person wants to be able to view the art in its best form. This is clear from the fact that if it was a multi media piece they would
want to see the build up of layers in the piece. I completely agree with this when seeing art that has been made physically (Not
Digitally), it is important to see how it has been created, you can almost see the artists thought processes which makes the experience
of seeing their art memorable. However as my art is digital there is no physical copy other than those that I print off, these are
unlimited so seeing a printed copy of this would not be an ‘experience’ at all, you could recreate it yourself simply at home. To make an
exhibition relevant to my work I need to do something different to make it worth seeing, this is where the idea of projection came in. It
still displays the art but in a completely different, unique way that would be hard to recreate outside of the exhibition. So although I do
agree with this person on seeing the original art form, I also think that, that is only relevant for a certain genre of art. Knowing that my
audience wants to see the original art as they want to see the build up of textures, tells me that my audience is coming to the
exhibition for the experience, if they just wanted to see the art they would look it up, but they want to be able to really see it and
understand it. Knowing this helps me as I know that my exhibition is going to have to make up for the fact that there is no ‘physical,
original and textured’ copy of the artwork. I am planning to do this by making my exhibition an experience that is totally unique and
something that wouldn’t be the same if you were just to see it online, just like with a multi media piece of art.
I like their answer for the theme question as no one else has said that a theme wouldn’t make a difference to them if they were to view
a piece of art. I also agree with them on this point, a theme shouldn’t make a difference as the theme is simply a border for an idea, it
doesn’t restrict it and still allows the artist to create whatever they would like. So I think deciding to not view a piece of art because
you don’t like the theme is silly because they could have created something that doesn’t even look like the theme its from. I think that
this especially applies to my work as I can create art out of a theme of simple everyday objects and in the end they won’t even look like
what they began as, but if you were to advertise the art as everyday products people would most likely not be interested. This tells me
that my audience is focused on how the art looks, they’re not too bothered on the theme or the meaning behind it. For my product to
appeal to this audience I will create something that is really interesting visually.
Once again I agree with the audience on needing to create something ‘out-of-the-box’ and unusual to grab attention. I like the idea of
projected images, I have had this suggestion in another interview as well so clearly it is something that my audience would like to see. I
really like their idea of working with a school as you are able to combine your work with that of children. I know when I was a child I
really enjoyed any opportunity to work on projects outside of the normal school curriculum, so would love to be able to provide that
opportunity to other kids as well. It would make the art as well more of a community project, so the exhibition would hopefully
interest more people as their kids/grandkids will be involved. This tells me that my audience would like to see something that involves
people. I don’t know how likely it is that I will be able to create something with a school but I could add something at the exhibition to
make it interactive with the audience so they would be able to have their imprint on the art and the exhibition.

• Would you be more interested in going to view an art exhibition that displays art
through projection or would you rather have it displayed on a wall? And why
I would be more interested in viewing an art exhibition that is projected as it seems less
ordinary. Hence I feel as though I would enjoy it more and find it more entertaining.
• What general theme would you be interested in seeing at an art exhibition? (the art
and how it is displayed would take inspiration from this theme) and why have you
chosen this
I personally like painted art with detail as I can take time to study the individual aspects
and layers of the painting, as well as appreciate it as a whole.
• What types of advertisement would you expect from an art gallery ( thinking outside
of the box, so not posters etc). And why
Online advertisement posting it around social media - retweets on Twitter. Tell people
about it, get them interested in it. Possibly hand out leaflets.
Interview 5

My audience would prefer to see a projection as they feel like they would enjoy the experience
of a projection more as it is different to hung up art. This tells me that my audience wants to see
something that is out of the ordinary, something that they haven’t seen before, something that
would be an experience. I agree with this completely as if you’re taking the time to go to an
exhibition you want it to be special and unique.
This audience has stated that they prefer to see painted art as they can look at all the different
colours and textures used. Although I do not used paint when creating my art I can manipulate
the images so it looks like they have been painted. I wouldn’t be able to replicate the physical
layers as it is a flat piece of art, however the layers would be there as that’s how I build up the
art.
The advertising methods that this person is suggesting are mainly online adverts. This tells me
that this person spends quite a bit of time online and putting my adverts on that platform would
be the best way to gain their attention. I think that advertising online would be a reliable way to
reach people and get them interested in the exhibition, however it is not really thinking out of
the box unless I was to create an advert to put online that really pushes the boundaries of the
creative and advertising world.

I would be interested to see the art display through a projector because I think it will make the
exhibition more creative and fun.
I would be interested in seeing a nature exhibition because I think it would be interesting to see
wildlife and nice scenery etc displayed through a projector. It will make the experience unique. I
also think you can edit wildlife pictures a lot by editing the colours and lighting etc.
• What types of advertisement would you expect from an art gallery ( thinking outside of the
box, so not posters etc). And why
I would expect to see the exhibition advertised on a website with a slide show of images from
the exhibition shown. You could also advertise the exhibition in the local newspaper where you
enter a competition to get a discount ? or you purchase a specific magazine where you receive
free tickets inside?
Interview 6

My audience would prefer to see a projection as they feel like they would enjoy the experience of a
projection more as it is different to hung up art. This tells me that my audience wants to see something that
is out of the ordinary, something that they haven’t seen before, something that would be an experience. I
agree with this completely as if you’re taking the time to go to an exhibition you want it to be special and
unique. They also said that a projection would be more creative I completely agree with this and this is one
of the reasons that I wanted to do an projected exhibition. I think a lot of artists but all of the creative
thought process into creating the piece and then when it comes to presenting it they cant think of anything
else. I want to have the same creative thoughts when it comes to deciding how to present my art as it needs
to replicate the art and show it of in its best form.
The chosen theme of nature is quite a broad spectrum as they haven’t specified which part of nature they
would prefer to have used. This tells me that they’re perhaps not too sure on what they like to see in art.
They have also added in wildlife. Photographing wildlife is going to be hard to do, as animals are constantly
moving and it would be hard to get a non blurry image. I would also want to photograph unusual and exotic
wildlife, however this is not going to be possible as in England its mainly sheep and cows which whilst they
are wildlife they are not very interesting to photograph due to the lack of colour and shape.
I like the idea of showcasing images from the exhibition on a website as an advertising technique. However I
wouldn’t want to showcase all of the images on the website as then there would be no surprise or
excitement to see the images at the exhibition as you would have already have seen them. I don’t think
advertising in the local newspaper would work for this exhibition as stereotypically it is the older generation
who read them and this exhibition is mainly directed at the younger generation. I don’t think it would reach
the audience I need it to reach. This is why advertising online through social media would work better as it is
predominantly the younger generation who use those sites.

Displayed on a wall—because if I was going to buy it, I'd like to envisage how it's going to look in
my home or office; i.e. I'm not going to be displaying it via projection if I bought it. It would be
good though to see a projected demonstration perhaps of how the art was created, e.g. a slow
mo. type film to see how it was built up lasting 60 seconds or so to the finished piece.
Not sure—I'd prefer to leave that to the imagination of the exhibitor, after all that should be
part of the overall experience and be influenced by the artist's own tastes, influences and so on.
• What types of advertisement would you expect from an art gallery ( thinking outside of the
box, so not posters etc). And why
Expect, or like to see? Postcards of the artist's work would be useful, with their contact info on
the back, e.g. to join them on social media, join their email list etc. so I could be kept informed
or be able to contact them if I have a potential future project they might be interested in helping
with. So postcard would feature one of their works on the front, with their contact details and
bio info on the back. 10% discount off the usual/marked price of the art if purchased on that day
(including entering into a purchase agreement, e.g. spreading payments).
Interview 7

This audience is practical in the way that they view art this is very clear from the fact that they would prefer
to see hung art because they want to see how it would look if they were to display it themselves. Although I
agree with that, as a projection can change and alter the way an image is displayed and you are going to
want to know what it looks like if you were to buy it. I also however disagree with his statement as an
exhibition is meant to be something different and something that you wouldn’t see in your normal everyday
life, that’s what makes it an experience. To appeal to this audience I think I will be doing a mixture of
displayed hung up work and projected work, doing this will show the audience what they want to see but
would also be introducing them to something new. I really like their idea of doing a video projection of the
process of creating the art, I think this is quite unusual but could be quite effective for the audience to see
how it is built up. I would create this by doing a video screen capture whilst I make the art piece. The
audience saying this is also adding to the idea of this audience being practical, them seeing the process
behind the final piece helps them to visualize the piece more and see what journey it went on.
I do agree with the audience on their statement when they’re talking about how the general theme should
be decided by the artist. However it is nice to have input from the audience as you know what you’re
creating has has an audience who is interested in what you have created. I think as well some audiences
would also like to have an influence over the art, they’ll feel like they have helped with the creative process.
To appeal to this audience I will still be looking at theme suggestions from other audiences but the final
decision will be decided by me.
I also really like their idea on creating a postcard as part of the merch for the exhibition. It isn't something
that I had thought about creating but i think it would definitely work well with the audience. Having the
postcard as part of the merch would definitely be a good advertising technique for even after the exhibition
has finished as, if people sent the postcards out as letters, it would have an image of my artwork on as well
as my information so people could connect and find me easily.

Interview Summary
From looking at all of the interviews together I have decided to choose 5 bullet points that I
think is going to be important towards the production of my final products.
1. Mixture between projected and hung work.
2. Using billboards as part of the advertisement.
3. Make the exhibition and the pieces of art involved as individual and unique as possible.
4. Mini public projected art exhibitions used as advertisement.
5. Make the exhibition interactive with the audience so they are able to leave their imprint on
the art and the exhibition.
I’m hoping that having summarised the interviews into 5 bullet points will help me to focus on
the important parts of the interviews and apply the points to what I will be creating. Doing this
will ensure that I have really thought about what the audience want to see and I have applied
that where possible.

Bibliography
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6. Sinclair Shaw, B. (2018) Target Audience Interviews (conducted on 17th Apr 2018)
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Bibliography

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