A topic that inevitably comes up in my conversations with artists—whether they are brand new to the industry or veterans with five decades of experience—is the question of “standing out.”

In a world populated by thousands of artists, how do you ensure your work is the work that gets noticed, engaged with, and purchased?

I was recently speaking with an artist who has been painting successfully for forty years. He produces nearly a hundred major paintings a year and has very little inventory sitting around his studio. By all metrics, he is a success. And yet, even he admitted to me that he is constantly looking for that one adjustment to his style—that one shift in subject matter—that will make his work “irresistible” and cause it to sell instantly.

It is a universal concern. However, I often notice that when artists ask, “How can I make my work stand out?” they are actually asking two different questions.

The first is a marketing question: How can I find pathways to buyers for the work I am already creating? The second is a creative question: Is the art I am creating capable of standing out, or do I need to fundamentally change it?

While the reality is usually a hybrid of these two, it is helpful to look at the Art Market as two distinct paths. Depending on the art you create, you likely fall into one of two camps: the Innovator or the Traditionalist.

Understanding which camp you occupy is vital because the strategy for selling your work differs dramatically depending on where you sit.

The Path of the Innovator: “I’ve Never Seen That Before”

The first path is creating work that is radically unique. This is work that is inventive, unexpected, and perhaps uses materials or techniques that the average buyer has never encountered.

I work with several artists who fit this description. One paints on multiple layers of glass to create a 3D sculptural effect. Another recreates historical masterpieces but inserts humorous papier-mâché figures into the scene.

The Advantage: The primary benefit here is instant attention. When a collector walks into a gallery and sees something completely novel, the immediate reaction is, “Wow, I’ve never seen anything like this before.” It sparks curiosity. It stops the scroll.

The Challenge: The downside of innovation is that you are often sailing into uncharted waters. If no one has ever done what you are doing, you have no proof that a market exists for it. You don’t know if there is a single buyer out there who wants it. Furthermore, innovative work can be polarizing—people tend to either love it or hate it.

The Strategy: If you are an Innovator, your “superpower” is your story. Because the work is unfamiliar, collectors need a bridge to understand it. They will ask, “How did you come up with this?” or “How is this physically made?”

Your biography and your personal history become the most critical marketing tools you have. You must articulate the “why” behind the innovation. You cannot just rely on the aesthetic; you have to sell the invention and the vision.

The Path of the Traditionalist: The Comfort of the Familiar

The second path is creating work that is expected, familiar, and understood. This includes landscapes, still lifes, figurative bronze sculpture, and traditional oil painting.

The Advantage: You are entering a proven market. You don’t have to wonder if people buy landscapes; we know they do. There is a massive, existing audience that already understands the language you are speaking. They find comfort and beauty in the familiarity of the medium.

The Challenge: The flip side of a massive market is massive competition. You are not just competing for attention against other artists in your gallery; you are competing against the entire history of that medium.

The Strategy: If you are a Traditionalist, you cannot rely on novelty. You cannot rely on a gimmick. Instead, you must compete on Excellence.

The conversation about your work won’t be “How did he do that?” It will be about composition, balance, color harmony, and mood. Your goal is not to be different; your goal is to be undeniable. You must execute your craft so well that even though the viewer has seen a thousand landscapes before, they pause at yours because of the quality of the light or the emotion in the brushwork.

The Spectrum of Success

Of course, these two paths are not mutually exclusive. Most artists exist somewhere on a spectrum between the two.

You might be a landscape painter (Traditional) who uses a very distinct, loose palette knife technique (Innovative). Or, you might be an abstract artist. Interestingly, abstract art is a perfect example of how the market shifts. Decades ago, abstract expressionism was the “Innovative” path—shocking and unseen. Today, abstract art is a staple of the art world. What was once a revolution has become a tradition.

As a gallery owner, I curate a collection that reflects my own eclectic tastes. I am just as captivated by a sculpture that defies the laws of physics as I am by a landscape that perfectly captures the light of a setting sun. By bringing both into the gallery, we create a space that feels alive and varied—offering opportunities for collectors who crave the thrill of the unexpected, as well as those who seek the deep satisfaction of a timeless classic. Both have a vital place on our walls, and both find dedicated buyers.

Quality, Consistency, and Quantity

Regardless of which path you are on, the fundamentals of a professional career remain the same.

If you are unique, you cannot rely solely on the novelty; the work must still be high quality. If you are traditional, you cannot rely solely on the subject matter; you must develop a consistent, recognizable voice. And for both, you must produce enough quantity to maintain a presence in the market.

Don’t feel pressured to force your art into a “unique” box if that isn’t who you are. There is a massive market for traditional work executed with excellence. Conversely, don’t be afraid to push boundaries if your spirit demands it, even if the market feels unproven.

Identify where you fit, and then optimize your story—or your skills—to match that path.

What’s Your Perspective?

I’m curious to hear where you feel your work lands. Do you find it easier to market work that is completely unique, or do you find comfort in working within a tradition that buyers already understand? Leave a comment below and let me know.