The more traditional version of this tip from the established art world was: “Have one theme in your art, and continue to make images or creations consistent with this theme throughout your career”!!
Why was that so? Very simple – Galleries and Dealers are running a business. They like to have their artists slot nicely into consistent themes so that they can parade them like a catalog. Even more important, if a piece created by an artist has just sold to another collector, they like to have several more pieces on hand of similar style so that they can sell to the next client.
Collectors also like to see a consistent theme in style and subject matter from an artist so that they can have a sense of growing with the artist over time. Abrupt changes in direction or too many styles or themes can seem inconsistent or unprofessional to collectors and dealers.
It really does make sense – well – at least for the galleries and collectors!
Having an artist’s website is a nice way to be able to bend this rule and create more freedom for yourself. By separating your work into separate sub-galleries or themes, you can show consistency within each theme whilst still maintaining your artistic integrity. For example, Willo Balfrey has three sub-galleries on her website: Water, Land, and Mountains. Another artist might have, “Landscapes”, “Portraits”, and “Still Life”, etc
Don’t get carried away though – Three is probably a good number of gallery sections if you still want to appeal to arts professionals. Five is possible, but probably pushing the limits!
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