the gallery’s website. Design and the “artfulness” of a website are nearly as important as its function. But a website must work properly as well. The information must be accurate, and it must be easy to access. Gallerists and collectors are likely to be experienced but not expert Web users. With the immense amount of information stored in a gallery website, the site must be organized well, and a premium should be placed on clear navigation. For art lovers and collectors, a gallery’s website can serve many purposes. At its most basic level, it can inform about what’s new at the gallery, and the current and upcoming exhibitions. It can educate about an artist and present some of their work online. It can provide a communication channel for art lovers or collectors who wish to inquire about an artist or a particular piece of art. It is a digital resource that can contain a virtually unlimited amount of information. Because the nature of their business involves representing unique and highly individualized artists and artworks, art galleries have singular needs when it comes to websites. Their business is primarily relationship driven. Recognizing this, a gallery’s website should provide a host of capabilities and content designed to strengthen the bond between the art-loving public and gallery, including utilizing social media activities, (i.e., Facebook, Twitter, LinkedIn, and blogs) to create bigger networks and channel the gallery’s influence to a broader audience. With time, more and more content consumption will become inextricably linked to the gallery’s social graph.
The Art World and the World Wide Web. Essays, Interviews and Case Studies.