There are a couple more issues related to the previous post, WANTED Better Display - Offender # 6 Pathetic Aesthetic. The first is a very personal, yet important component to the booth display aesthetic -- the artist's appearance.
Yes, YOUR appearance in your booth should reinforce the aesthetic signature of your display and your work.
At every art and craft show the appearance of the artist is very much a part of the story that your customers want to buy. The moment someone walks into your space, the artist/maker is playing a role as the creative individual that every customer wishes they could be. This is why so many art/craft shows require the artist/maker actually be there to sell their work.
The artist/maker is always selling more than just a vase, plate, cups, clothing, piece of jewelry, sculpture or painting. You are selling the personification of the creative individual. YOU are the star of your booth! You are walking your own red carpet moment in your booth, yet too many artist's and makers let this moment slip by due to a disappointing pathetic personal aesthetic.
Where is Tim Gunn when you need him with his sharp eye?
O.K., runway couture is not really expected, but "for maximum impact the aesthetic of your booth display needs to align with your art/craft, absolutely 100% down to the last detail." This includes you.
Almost any attire can work, but there are some definite do's and don't's.
Artist attire should match the price range and style of the work.
David Guilette & I had a pretty frank discussion about his shirt at ACC San Francisco. The picnic casual plaid of blue and white did not match any other feature of his display nor did it reflect the price point of his work.
The Jonathan Spoons husband and wife team both wore the same brown shirts matching the burnt wood colors of their display. The individual utensils were mostly about $35- $50 so the matching t-shirt and tank were completely fitting in every way.
Wardrobe choices can't get any simpler than a t-shirt or tank, but it fits their booth perfectly. When walking up to the booth display, there was no question that this dynamic duo were there to represent and sell their work.
Artist/maker clothing style should match the artistic influence expressed in the work for sale.
David Bigazzi wore a white shirt that felt like a classic, European styling. This matches his technical background and the metalwork.
A potential customer should be able to walk up to your booth and identify the maker/artist/craftsperson immediately without confusion or hesitation. Other wardrobe possibilities could include an apron, dress or shirt made from the same material as the booth background, booth theme or display materials.
It doesn't take much effort to align your appearance to the aesthetic of your booth display and walk the walk to success, but you have to think about it. It is a shame that so many sellers miss this opportunity to impress.
Am I asking too much that your appearance align with the aesthetic of your booth? No way! Your customers are accustomed to going to stores and restaurants every day where the employees wear clothing that matches the style of the store or venue. High end stores to discount stores control every aspect of the retail experience. So should you.
Every aesthetic decision about your booth affects the customer experience and can move it from pathetic, to average, and into extraordinary. Using the words of Tim Gunn, "Make it work."