3 Artful Visual Branding Tips
If a picture is worth a thousand words, what proof do we have that artful visuals are a worthy branding investment?
Let’s start with a fine arts exhibit originally known as “Pacific Standard Time” when it began in 2011 in Los Angeles. It took a second bow in 2017, and will soon open its third public series of events and exhibits in 2024 as PST ART.
From a 2012 report in the Los Angeles Times:
"According to a report released Thursday, the Getty's $12-million investment in Pacific Standard Time, the sprawling collaboration among Southern California museums, has generated almost 10 times that amount in spending by tourists and local residents.
The report, prepared for the Getty by the Los Angeles County Economic Development Corporation, put total visitor spending, including lodging, food and transportation, at $111.5 million and state and local taxes generated at $19.4 million."
News from the second phase of growth for this exhibit in 2017 appeared in this report by The New York Times:
"Known for funding other museums as well as running one, the J. Paul Getty Trust has just awarded $8.45 million in grants to 43 cultural institutions participating in the second edition of Pacific Standard Time, a regionwide set of exhibitions from San Diego to Santa Barbara, scheduled to open in the fall of 2017."
ArtNexus reports on upcoming plans as this well-received project expands with “PSA Art: Art & Science Collide.” [see pst.art]
“Opening in 2024, Pacific Standard Time: Art x Science x LA will present an ambitious range of exhibitions and public programs that look at art through the lens of science, and at science through the lens of art.”
“The next PST theme connects these moments in the past with the most pressing issues of today. From climate change to the future of artificial intelligence, PST: Art x Science x LA will create an opportunity for civic dialogue around urgent problems of our time. An open competition for research grants that engage with all dimensions of the ties between art and science will open for museums this fall [2023]. with awards announced next year.”
I had the opportunity to be at The Getty several times during the 2nd exhibit, and the art they displayed, which included specifically commissioned works, captured rapt attention and focus from visitors, many of whom made the rounds of the 60 or so museums in this cooperative venture.
It seems the appetite for this type of collaboration is so high, that we’ll be seeing even more: “PST Art to become a destination event every five years.” with an ever-growing set of partners and exhibit venues participating. Wow indeed!
Viva the value of art!
Is there a business take away? Consider these 3 visual branding tips:
• People seek out and respond to inspired, well-crafted and though-provoking images. Make sure your branding is visually compelling; it’s a worthy investment in successful communication.
• We process visual images much more quickly than text, so effective art and design serve as a doorway for the more considered review of the words that convey your benefits, features, and the multiple information points you want people to read and digest.
• In a mismatch of visuals and message, visuals will win, as we have been conditioned to make ever speedier choices, both online and offline, about what we'll spend our limited time to investigate further.
— Diane A. Curran
