Beauty in the Eye of Expert and Non-Expert Beholders: Key Insights and Strategies for Modern Art Collectors

The way individuals perceive and appraise art is a complex phenomenon, deeply influenced by various factors such as personal background, education, and experience. The study "Beauty in the Eye of Expert and Non-Expert Beholders: A Study in the Appraisal of Art" by Paul Hekkert and Piet C. W. Van Wieringen, published in The American Journal of Psychology (1996), provides a fascinating exploration of how professional art experts and non-experts with a vested interest in art evaluate works. This research offers significant insights that are relevant to modern-day art collectors who must navigate the subjective world of art appraisal.

Key Insights from the Study

Experts and Non-Experts Value Art Differently

One of the central findings of Hekkert and Van Wieringen’s study is the marked difference in how experts and non-experts value art. While both groups tend to agree on certain aspects of an artwork, such as its originality, they diverge significantly in their evaluation of other key elements like craftsmanship and overall quality. Experts place a higher value on originality when determining the aesthetic quality of a piece, with a correlation of .88 between originality and quality. In contrast, non-experts are more influenced by craftsmanship and conceptual richness .

This suggests that while originality is a critical determinant of artistic merit for experts, non-experts may gravitate more toward works that demonstrate technical skill or convey a clear conceptual message. These differences highlight the subjective nature of art appraisal and suggest that art collectors must be mindful of whose judgment they rely on when making purchasing decisions.

Agreement on Objectivity and Subjectivity in Art Judgments

Hekkert and Van Wieringen also explored the degree to which experts and non-experts agreed on certain evaluative criteria. Interestingly, there was significant agreement between the two groups on factors such as originality and coherence. However, when it came to subjective criteria like personal affinity or overall aesthetic quality, the groups displayed little agreement. Experts often interpreted an artwork’s originality as a positive indicator of quality, while non-experts did not weigh originality as heavily in their assessments .

This finding supports the idea that the evaluation of art involves both objective and subjective components. While certain aspects of a work, such as its complexity or originality, may be more objectively appraised, personal preferences and individual biases play a significant role in how a viewer perceives and values art.

The Role of Formal Education and Experience in Art Appreciation

The study underlined the influence of formal education and experience in shaping aesthetic preferences. Experts, many of whom had formal training in art or were actively engaged in the art world as curators, artists, or critics, tended to evaluate artworks based on stylistic, formal, and relational properties. In contrast, non-experts, who were primarily amateur artists or art enthusiasts, were more likely to value semantic elements such as subject matter, content, and color .

For art collectors, this emphasizes the importance of education and experience in refining one’s ability to appraise art. The more exposure a collector has to art, the more their taste and judgment will align with those of experts. This highlights the value of continuously educating oneself and engaging with the art world to develop a more sophisticated understanding of aesthetic quality.

Strategies and Tactics for Modern Art Collectors

1. Understand Your Aesthetic Priorities

Before starting or expanding an art collection, it is crucial for collectors to understand their own aesthetic priorities. Are you more drawn to technical craftsmanship, or do you value originality and conceptual depth? Hekkert and Van Wieringen’s study shows that these preferences can significantly affect how you perceive and appraise art .

To help refine these priorities, collectors should:

• Attend art exhibitions and engage with a wide range of artistic styles.
• Consult with both experts and other collectors to gain diverse perspectives.
• Reflect on past purchases to determine which qualities consistently appeal to them.

By understanding their aesthetic values, collectors can make more intentional and satisfying acquisitions.

2. Consult Experts, But Trust Your Own Judgment

While expert opinions are invaluable, the study reveals that there is often little agreement between experts and non-experts on subjective elements like aesthetic quality . As a collector, it is essential to consult with experts—whether they are art critics, curators, or gallery owners—especially when making high-stakes purchases. However, it is equally important to trust your own instincts and preferences.

Art collecting is a personal endeavor, and the pieces that resonate most with you will likely bring the greatest satisfaction over time. If a piece speaks to you emotionally or intellectually, it may be worth adding to your collection, even if it does not conform to traditional expert opinions.

3. Diversify Your Sources of Art

One of the strengths of Hekkert and Van Wieringen’s study is that it involved the appraisal of artworks by young, emerging artists, rather than well-known masters . This approach can be highly beneficial for collectors as well. By exploring works from lesser-known or up-and-coming artists, collectors can diversify their collections and potentially acquire valuable pieces before the artists become widely recognized.

Strategies for diversifying your art sources include:

• Visiting local art fairs and graduate exhibitions.
• Exploring online platforms that feature emerging artists, such as Artsy or Saatchi Art.
• Building relationships with gallery owners and curators who specialize in contemporary art.

Not only does this tactic provide access to fresh, innovative work, but it also allows collectors to engage with art in a more exploratory and dynamic way.

4. Focus on Originality

As highlighted in the study, originality is a key factor in how experts determine the aesthetic value of a work . For collectors seeking long-term investments, focusing on originality can be a smart strategy. Original works tend to stand the test of time and often increase in value, particularly if the artist gains recognition.

When assessing originality, consider:

• The artist’s approach to subject matter and technique.
• Whether the piece represents a departure from conventional styles or trends.
• The potential for the artist’s work to influence future artistic movements.

Investing in original, innovative works can yield significant financial and aesthetic returns over time.

5. Develop a Critical Eye for Craftsmanship

While experts in the study placed more emphasis on originality, non-experts tended to value craftsmanship more highly . As a collector, honing your ability to recognize and appreciate technical skill can be a valuable asset. A well-executed piece, regardless of its subject matter, can demonstrate the artist’s mastery of their medium, making it a worthwhile addition to any collection.

To develop a critical eye for craftsmanship:

• Take art classes or workshops to better understand the technical aspects of different media.
• Spend time studying high-quality works to learn what distinguishes excellent craftsmanship.
• Engage with artists directly to learn more about their techniques and processes.

Understanding craftsmanship will not only improve your appreciation of art but will also help you make more informed decisions when purchasing works.

6. Keep Up with Trends, But Don’t Follow Them Blindly

The art world is constantly evolving, and trends can have a significant impact on the value of artworks. While it is important to stay informed about current trends, collectors should avoid making purchases based solely on what is popular at the moment. The study suggests that expert opinions often reflect contemporary concerns, such as the importance of originality, which may not always align with the broader market. Instead of chasing trends, focus on building a collection that reflects your personal tastes and long-term interests.

One way to stay updated without being swayed by temporary fads is to subscribe to Art Collector IQ, designed for both new and established collectors. This platform provides valuable insights into the art market, helping collectors make informed decisions based on data and expert analysis, rather than fleeting trends. By subscribing to Art Collector IQ, you can stay on top of the latest developments in the art world while staying true to your own collecting vision.

Conclusion

The study by Hekkert and Van Wieringen provides valuable insights into the differences between expert and non-expert appraisals of art. For modern-day art collectors, these insights underscore the importance of balancing expert opinions with personal preferences, as well as the value of originality and craftsmanship in determining aesthetic quality. By developing a critical eye, staying informed about emerging artists, and cultivating a personal aesthetic, collectors can build thoughtful, meaningful collections that reflect both their tastes and the broader trends of the art world.

In the end, art collecting is as much about personal expression as it is about investment, and the most successful collections are those that combine both elements harmoniously.

References

Paul Hekkert and Piet C. W. van Wieringen, "Beauty in the Eye of Expert and Non-Expert Beholders: A Study in the Appraisal of Art," The American Journal of Psychology 109, no. 3 (1996): 389-407.