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Have you heard the term “positive psychology?” It’s a relatively new term. I’ve heard it used several times and was curious, so I did some research. It turns out that I’ve been using it all along.
The connection between emotional engagement and consumer behavior is profound, especially in the art world, where personal connections often drive purchases. Positive psychology in marketing uses happiness to develop lasting relationships between brands and customers.
Marketing teams often work to connect customers to products on an emotional level. They do this by highlighting personal growth, positive experiences, and well being. People mostly buy my art because it makes them feel happy.
What are some specific ways to encourage emotional connection?
Art is a luxury item. Buyers invest in what gives them luxurious emotions. Think special, relaxing, prestigious, humorous.
Stories about the art as well as the creative process draw people in. The tagline I am currently using is that I paint the stories other people will finish. Invite art lovers to be a part of the story, by leaving it open ended. When you tap into memories and common experience with your art, you create a personal link for potential buyers.
Humans are pack animals. We seek out what other humans enjoy, and we flock to what others approve of.
Highlighting positive experiences from collectors, students and show or sales venues fosters trust and encourages new people to join your community. For example, share photos of your art in collectors’ homes. Partner with other artists or organizations that align with your values to strengthen community ties and expand your reach. Whenever possible, a good word from a peer travels further than your own braggadocios comment. One way to make your art more relatable is to personalize the art and/or the experience of purchasing it. Offering options can enhance the feeling of control for buyers, making them feel more invested in your art. Of course this happens with commissions, but you can offer options for framing, shipping and other parts of the transaction as well. It’s important to foster as many interactions as possible with your followers. Posting live videos, giving art talks, doing demonstrations, teaching classes or workshops, attending art events - These are all ways collectors can engage with you and your work directly. This encourages a sense of belonging. There are many ways to do this. For example, describe or show your students how your teaching might improve their skillset. For collectors, place your artwork in a room setting and take video or photos that show how it makes the space look more amazing.
Be transparent about your process, pricing, materials, and all that you do. Address any concerns during exhibitions, teaching scenarios, commissions or sales promptly and thoroughly. This builds trust and sets clear expectations. Ensure that your branding, messaging and customer service are consistent and that they reinforce reliability. Remember that you are selling a want, not a need. The onus is on you to make the experience a positive one every single time. Always deliver more than is expected, and always make good on your promises. Be dependable. Clearly articulate how your art enhances lives, whether through aesthetics, emotional resonance, or as a conversation starter. Consumers develop strong connections to brands that support causes they care about. So don’t forget there is value in supporting non profits through the sale of your art. After a sale, follow up with collectors to see how they are enjoying their piece. This reinforces their choice and encourages future purchases.
It is my belief that by integrating these positive psychology principles into your marketing strategy, you can foster deeper connections Leave a comment
Debra Keirce
www.DebKArt.com Join me each month for free updates on this art adventure at
https://debkart.com/email-newsletter
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