Writer’s Recipe for Success: Just Add Art

In an article from Science News called, “Simple Recipe For Ad Success: Just Add Art”, a study from the University of Georgia found that consumers exposed to art looked at products more positively. The effect of art on product consumption was labeled the art infusion effect. A product seemed to be more excellent, luxurious and sophisticated when it was associated with art.

There seems to be an association with fine art that gives products an aura of luxury. Two science researchers, Henrik Hagtvedt and Vanessa Patrick, tried studies of this ‘art infusion effect’. They showed 100 people at a local restaurant, sets of silverware in black velvet boxes. The tops of the boxes had either a print of Vincent Van Gogh’s Café Terrace at Night or a photograph of another scene. The diners all thought that the silverware with art on the box was more luxurious.

Their other study involved using unfamiliar artwork competing with celebrity pictures on everyday items. Their third study looked at the significance of general connotations of art, rather than the specific content of the art. People associate art with beauty and creative excellence, even if it was seen on a soap dispenser.

It works according to Vanessa Patrick. “Consumers are constantly being bombarded by advertising messages, and the fact that something works despite the noise that exists in a retail environment is very valuable for marketers,” said Patrick. Art stands out even with all the other noise and stimuli of advertising. The researchers also say that because this effect of art is independent of its content, art is a uniquely powerful marketing tool.

Art is not like popular celebrities who try to market products. Art is universally recognized and timeless. The study also shows that the art infusion effect, contrary to popular wisdom, even works for everyday, non-luxury items.

Art wins attention at advertising, pictures win attention in writing. The eye-catching color of photos adds appeal and the perception of professionalism in article writing. Susan Cross, a writer on Associated Content, says that pictures add viewers to your published articles. See her entire article at: