【Art & Design English-41】How Museum Gift Shops Decide What to Sell (博物館禮品店賣什麼)

How Museum Gift Shops Decide What to Sell In the 1830s, Japanese artist Katsushika Hokusai made dozens of prints showing different views of Mt. Fuji. This one, the Great Wave off Kanagawa, shows the sea whipped up by a storm, three boats, and the mountain in the background. It's one of the most recognizable examples of Ukiyo-e, traditional Japanese woodblock prints. And it's one of the most reproduced artworks in the world. Since the early 1900s, this print and others by Hokusai have lived at the Metropolitan Museum of Art in New York City. And if you end up at the MET art store, there are dozens of ways for you to take it home. From a scarf to a wallet, socks, cuff links, a watch, journal, belt, onesie, dog collar, dog leash, a USB charger, and of course, a tote bag. At a certain point, seeing this classic piece of art on so many random things starts to feel absurd. But all this merch is meticulously planned out. So that what you see in the gift shop, might change the way you think about art. If you've been to an art museum, you've probably been to an art museum gift shop. They're usually the last stop on any tour, the final exhibit before you head home. We are here to support the museum financially and to support the mission of the museum in terms of education. Leanne Graeff, is the head of design and product development for the MET store. What we really try to do is to create a varied assortment based on, of course, recognizable artworks. The decisions curators like Leanne make can be powerful. Thanks to something called the mere-exposure effect. A psychological phenomenon where repeated exposure to something makes you like it more. It's also called the "familiarity principle." The classic example is: when you hear a song on the radio for the first time, and hate it. But after a couple more listens, start to like it. In a museum gift shop, seeing the same piece of art on a scarf, or a postcard, or a watch, reinforces the idea that that particular piece of art is important. So you can kind of extend your education about art in the gift shop. It's just an opportunity to expand on people's knowledge base for art. And when you buy that piece of art and take it home with you, the mere-exposure effect becomes even greater. People appreciate art, and they like to be able to buy things that have art on it. At its core, a museum gift shop is still a store. Which means some decisions revolve around money. According to the Museum Store Association, museums collect 5 to 25% of their annual revenue from their stores. The San Francisco Museum of Modern Art netted $6.1 million in store sales for the 2018 fiscal year, roughly 7% of its total revenue. When figuring out what will sell, artwork that's already popular helps. The wallet, the tech accessories, patch, socks, these are all new product types that we hadn't tried before. We wanted to try an artwork that we knew is very recognizable by the customer. To see if the actual product itself would be interesting. Traditionally, museums also make a lot of money by selling merch related to big exhibitions. Like, if a museum had a temporary installation of Van Gogh paintings, you'd usually see the gift shop flooded with Van Gogh art in many shapes and forms. But that model is changing. We really don't want to be dependent on those big blockbuster shows. It puts us in a very challenging position of being reliant on whether people come to see it or want to see it. Or whether or not there's product that is appropriate to develop for that particular show. Christine Doobinin is the director of retail at the Philadelphia Museum of Art. She says that a better tactic might be relying on museum-goers themselves to drive stocking decisions. Getting out, you know in the museum while people are walking around, really trying to understand what they're thinking about when they finally do make it into the store is something that we always try to keep top of mind. And because of the mere-exposure effect, seeing a piece of art again before you leave the museum can make you feel more connected to it. You know you're walking around and then suddenly you connect with a painting for whatever reason. Either the color draws you in or you know the artist or it's a famous work of art. And suddenly here it is. It's like a celebrity sighting you know to kind of see that. And you want to kind of you know take a piece of that home with you. Ultimately, that's one of the main goals of a museum gift shop. Bridging the gap between the art world and casual visitors, and letting them take a piece of that world home. Of course, not everything in an art museum is specifically designed to reinforce a particular exhibit or change the way we think about art. You'll also see some...weird stuff in there. Like these miniature chairs at the Virginia Museum of Fine Arts that go for more than $300 each.
References (optional) 【Art & Design English- 02】What is Art For? Discussion Questions (Art) How great is your interest in art? What’s the best art gallery you’ve been to? Do you like modern art? What do you think of installation art? Do you ever think a lot of art is not really art? Do you have a favorite artist? What kind of art do you like – paintings, sculpture, ceramics, etc.? What is art? Does art change the way you think or feel? Do you think anyone can be an artist or do you need a special talent? Do you think all children should study art at school? Do you think children should learn the history of art? Do you think a painting can really be worth a million (or more) dollars? Do you think today’s artists are as good as those from hundreds of years ago? What was the last painting/poster/piece of art you bought? Why did you buy it? Describe the pieces of artwork in your house. What kind of art is your country famous for? What kind of life do you think an artist’s is? Do you have any artistic talents? How would the world be different without artists? Discussion Questions (Design) How would you define design? How do you know if something is designed well? Do you think design is important? Why? Have you ever designed anything? What are some well-designed products? What are some poorly designed products? Are there any designers you admire? Have you done any interior design in your home? What are some examples of good design that you appreciate? Why? How does design influence our daily experiences and interactions with products and environments? Can you think of any iconic designs or designers that have made a significant impact on society? What are some key principles or elements of design? How does cultural and historical context influence design aesthetics? Can you describe a design project or process that you have been involved in or observed? How does user experience (UX) design contribute to the functionality and usability of products and services? What role does sustainability play in design? Share examples of environmentally conscious design practices. How can design be used to solve social and humanitarian challenges? What are some current trends in design that you find interesting? How does technology influence the field of design? Discuss the impact of digital tools and software. Can you think of any examples of design that have sparked controversy or provoked discussions? How can design be inclusive and accessible to people with diverse abilities and backgrounds? Can you share any examples of designs that evoke specific emotions or create a particular atmosphere? How does design differ across various disciplines, such as graphic design, industrial design, or interior design? What are some ethical considerations in design? Discuss the responsibility of designers towards users and society. Can you think of any design failures or instances where poor design affected the user experience? What lessons can be learned from them? How can design thinking be applied beyond traditional design fields to problem-solving and innovation? What skills and qualities do you think are essential for a successful career in design? How has technology influenced the field of graphic design in recent years? Can you think of any examples of design that successfully blend form and function? Explain why they are effective. How does cultural diversity influence design aesthetics and the portrayal of different cultures in design? What are some key considerations in designing user interfaces for mobile applications? Can you describe a design project that aims to address sustainability or environmental issues? How does typography contribute to the overall design and message of printed materials? What are some effective ways to gather user feedback during the design process? How can color psychology be utilized in design to evoke specific emotions or convey certain messages? Can you think of any examples where design played a crucial role in shaping a company’s brand identity? What are the main differences between designing for print media and designing for digital media? How can design be used to improve accessibility for individuals with disabilities? Can you describe a design trend that you find intriguing? Why do you think it has gained popularity? How does packaging design influence consumer perception and purchasing decisions? What ethical considerations should designers keep in mind when creating advertisements or marketing materials? How has social media influenced the field of design and the way designers showcase their work? Can you think of any innovative design solutions that have improved people’s lives in developing countries? What are some challenges in designing for virtual reality (VR) or augmented reality (AR) experiences? How does design impact the gaming industry, particularly in terms of user interface and user experience? Can you describe a famous architectural design that has become an iconic landmark? What makes it significant? How do cultural symbols and icons influence design choices, especially in international contexts? Discussion Questions (Art Culture) How often do you go to art museums? Do you consider yourself to be artistic? What do you think about modern art paintings? How many forms of art can you name? What is your favorite form of art? Is graffiti art? Why or why not? What is the most famous statue in your country? Who is your favorite artist? Why do you like them so much? Do you think that art is important to society? Why? Have you ever tried drawing, painting, sculpting, or something else artistic? What is the most famous painting in your country? What is traditional art like in your culture? What country do you think is the most creative? Why is art so expensive? Do you think it should be more, or less, expensive? Do you have any artistic friends? What kinds of art do they create?