This study investigated the importance of different factors or variables used by relatively naive people in judging the merits of a graphic artist. Subjects were university students who responded to a questionnaire in which they ranked 12 factors on importance in deciding the merit of an hypothetical artist. The analysis indicated that the rankings were not random and that ‘work shown in a museum’ was clearly the most persuasive indicator of merit. The ability of an artist to exercise some control over the perception of his work is discussed.
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