Art, Marketing, and the Messages We Send
The 68th annual exhibition of the Wokingham Art Society opened its doors today, a wonderful milestone. My wife, Clair Harrington, was exhibiting,
Amid all the colour, brushwork and emotion, I found myself musing over the subtle dance between what an artwork communicates and what an audience perceives. This led me to reflect on a persistent question in marketing: how much do we really know about how our messages land?
This post is about the beautiful mess, the gap, between what we think we are telling people (whether by canvas or campaign), and what they actually see, hear or feel. If you’re like me, who swings between admiration for art and fascination with marketing, you’ll recognise this: we may never close the gap, but what happens if we at least ask more questions?
When the Messenger Knows the Message (And When They Don’t)
Most marketers put a lot of thought into their campaigns, logos and slogans. They ask, “What do we want people to feel, know, do?” They consult research, feedback, perhaps even try a focus group or two. Yet, after all that effort, many simply assume: “Job done. People will get it.”
There’s a kind of joy in seeing your new poster displayed, or your product packaged for shelves across the UK. But I’d wager that, just like with painting, the audience brings its own eyes and stories to the table.
The Artist’s Perspective: Meaning in the Making
Artists are observers, witnesses and interpreters. They bring together colour, form and texture, then stand back and hope viewers “get it.” But step into any exhibition, and you’ll overhear fascinating fragments:
- “What do you see in this painting?”
- “Do you feel happy looking at this?”
- “It reminds me of the seaside in Cornwall!”
- “That red speaks to something bold.”
Earlier this year, at an arts event in Henley, I met Jo Harris. Her canvases buzz with energy, wit and vivid colour. What struck me wasn’t just her artwork but the way she invited discussion. She’d lean in, eyebrows raised, and ask visitors, “What do you see here?” None of it was accidental; she genuinely wanted to know what others felt and thought.
These are questions worth copying. Not just in the art world, but in the world of commerce and marketing.
How Often Do Marketers Ask? Not Enough
Marketing and advertising often runs on hunches, habits and assumptions. It’s safer to work up ideas, sign off on messaging, and hope for the best. Few go back to really ask: “What did you think? What did you notice? What stayed with you?”
Why We Don’t Ask
Sometimes, it’s bravado, it’s easier to declare “the message is clear!” than it is to poke at it. At other times, it’s about resource: asking takes time, patience, sometimes even nerves of steel. What if the answer isn’t flattering? What if, despite the logo launch and snazzy copy, most people only remember something completely unexpected (or, let’s face it, not a sausage)?
There’s a truth here: asking for feedback feels like stepping into the unknown. But it’s a crucial part of honest communication. In art, it’s how you know your painting connects; in marketing, it’s how you find out if people care at all.
The Benefits of Asking for Opinions
It’s tempting to skip over customer feedback, especially when time is short. But from my experience – across art, business, and plenty of awkward conversations – the benefits far outweigh the risk.
1. Uncovering the Blind Spots
No matter how seasoned you are in your field, it’s almost guaranteed you’re missing something. We all have blind spots; misunderstandings, overlooked cultural references, outdated assumptions. By inviting honest opinion, you discover them before they show up as lacklustre sales or, worse, a PR nightmare.
2. Sparking Genuine Engagement
People love to feel heard. When you ask a question, you involve your audience in a relationship rather than a monologue. Jo Harris’s approach, turning each exhibition conversation into a mini-workshop, transforms the moment. Customers, viewers, or website visitors feel like they matter, which brings real engagement, not just passive glances.
3. Refining Your Message
Often, the very act of asking leads you to clarify what you’re trying to say. If you launch a campaign and hear, “I didn’t get it,” that’s not failure, but feedback. It’s your big chance to adjust, edit, or even rethink your approach. Progress, not perfection, is the name of the game.
4. Gathering New Ideas
Some of the best next steps arrive via a customer’s fresh perspective. The famous story of “Post-it Notes” begins with a failed glue, but turned into a hit product after employees and users found an unanticipated use. Who knows what golden idea that next comment will spark?
5. Building Loyalty Through Conversation
Asking for opinions shows humility and respect—qualities that breed loyalty. People remember brands that listen, and they’re far more likely to advocate for businesses that act on honest feedback.
Learning from Artists: Taking Questions Seriously
If there’s one big lesson marketers can take from artists, it’s this: be curious, not just clever. Curiosity breaks the cycle of guesswork and creates an environment where better ideas flourish.
The Power of Open-Ended Questions
In Wokingham this weekend, each artwork stood silent, but artists were engaged with conversations and asking questions. I suggest that most of the rewarding moments weren’t praise (nice as that is!), but the unexpected interpretations. Each of these viewpoints enriched the artist’s own understanding.
Marketers, too, can benefit from open-ended questioning. Instead of asking, “Did you like our new logo?”—try “What’s the first thing you notice?” or “How does this make you feel?” Richer, more surprising stories will surface.
Handling Honest Feedback
Of course, it’s tough to receive feedback that stings. Who hasn’t felt a pang when a carefully crafted campaign falls flat? The trick isn’t to take feedback as insult, but as guidance.
Asking for opinions means accepting that sometimes, people experience your work quite differently than you. This isn’t a threat; it’s an opportunity for real, positive change.
Real-World Examples: When Asking Works
You needn’t look far to find powerful examples of businesses transformed by fearless feedback.
A Classic Turnaround: Domino’s Pizza
In the late 2000s, Domino’s Pizza faced a stark truth: customer reviews declared its pizza bland and the crust tasteless. Instead of denial, the company embraced the critique. They solicited even more feedback, posted honest reviews on their site and social media, and invited customers into the recipe revamp. Their campaign, “Oh Yes We Did,” practically wore its humility on its sleeve and resulted in soaring sales. Not quite Andy Warhol, but certainly a masterclass in artistic self-examination!
Everyday Lessons: Supermarket Innovation
UK supermarkets frequently use “mystery shopper” schemes and install customer feedback points near the checkout or via receipts. While some of this feedback gets buried, the best brands act quickly, changing layouts, updating products, and adjusting services based on what real people say. It’s no surprise these companies regularly lead consumer rankings.
Digital Products: Testing in Public
In the tech world, it’s now normal to run “beta launches” where users test products before full release. Their comments are gold: catching bugs, correcting missteps, and sometimes, opening up whole new uses the developers never imagined. Feedback loops like these keep companies miles ahead in digital innovation.
The Emotional Upside: Courage, Curiosity, and Connection
It takes nerve to walk across a gallery floor and ask someone, “What do you think?” But it’s also an invitation to connection. Sometimes the comments are offbeat, other times they’re sharp, but almost always they offer new perspective.
In marketing, as in art, the only real disaster is apathy – when no one notices, cares, or comments. So the next time you’re sweating over a product launch, campaign, or website redesign, pause and ask “What do you see?” You might be surprised at the richness of the returns.
How to Ask for Opinions Without Fear
Let’s talk practical tips. Here are a few ways you can start building better conversations with your audience:
Make It Easy
Don’t hide feedback requests in small type. Whether on your website, via social media, or even a quick phone call, offer visible, simple chances for feedback.
Allow for Anonymity
Sometimes people feel more honest if they’re not named. Web surveys, comment boxes and digital forms all offer safe spaces for people to tell the truth.
Close the Loop
If you act on feedback, publicise it. “Several customers told us they wanted earlier opening hours. Good news: from 1 August, we’ll open at 8am.”
It shows you’re listening and turning words into action.
Say Thank You
Kindness goes a long way. If someone takes time to offer their opinion, make sure you thank them. It encourages future honesty and builds goodwill.
Artists vs. Marketers: Summary Table
| Artist | Marketer | |
|---|---|---|
| Creates | Artwork for a diverse audience | Campaigns, branding, products |
| Assumes | The meaning is clear – most of the time | The audience understands the message |
| Asks | Direct questions to viewers at shows | Sometimes, usually in controlled settings |
| Receives | Direct, open feedback (sometimes surprising) | Filtered feedback through metrics |
| Learns | Gains perspective on their work | Can improve campaigns and messaging |
| Fear | Negative or unexpected interpretations | The message isn’t as “clear” as intended |
Why It Matters: The Human Factor in Communication
Whether you’re standing in a bustling art exhibition in Wokingham or launching a product from your laptop, the principle is the same – the audience shapes the message as much as the messenger.
Art reminds us that no two people see exactly the same thing. Marketing, at its best, acknowledges that truth and learns from it.
So, let’s take a cue from Jo Harris and her peers. Next time you unleash your work into the world, whether it’s a painting, campaign or handcrafted gin, don’t be shy…ask your audience, “What do you see?”
In doing so, you might just discover new meaning, new ideas, and new bonds. That, more than anything, is what turns effort into art and marketing into magic.
References and Further Reading
- “Ask For Customer Feedback: How And Why” – Forbes. https://www.forbes.com/sites/shephyken/2021/03/21/ask-for-customer-feedback-how-and-why/
- “How Domino’s Reinvented Itself” – Harvard Business Review. https://hbr.org/2016/11/how-dominos-reinvented-itself
- “Why Artists Need Feedback as Much as Marketers” – The Guardian. https://www.theguardian.com/artanddesign/2014/feb/20/why-artists-need-feedback
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