Framing Art Online: Visual, Verbal, Digital Communication
Date
2020-05
Authors
Kreutner, Sarah
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Abstract
Textual descriptions, images of artwork, and web interfaces interact to create audience understanding of artwork presented online. Framing (contextual information) of online artwork varies widely, especially on artists’ portfolio sites. Artists employ a variety of textual elements for framing, which may have varied effects on different audiences.
In this study I investigated the effects of framing on audience understanding of digitized artwork. Four framing conditions were presented: a title only (control), an artist statement, several discussion questions, and an artist biography. Results showed highest audience comprehension, confidence in interpretation, and engagement in the artist’s statement condition. Discussion questions created nearly as much confidence and engagement, even though comprehension was equal to the control condition.
This research also measured opinions about art across five self-reported audience groups: no background in design, interested but not formally educated, design student/graduate, design faculty, and professional artist/designer. Among other results, preference for representative art decreased with more design experience; experienced groups preferred conceptual art. Given these results, I recommend that artists consider their audience and choose specific strategies for framing their work online.
While not comprehensive, this proof-of-concept study sets the groundwork for future formal research into design communication and audience analysis.
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