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This was our L6 Interim exhibition in February, Congruous, with The Art Station. The appearance of the website works well with the lay out of the art – enough information about group work/individual artwork to attract viewers attention.


It’s bright/clean, doesn’t overwhelming/confusing the viewers with what is The Art Stations web design/the artwork – appears simple, allows the artwork to bounce off, plays to the visual of a gallery wall.


The website is easy to access, meaning it wasn’t hard to find to the exhibition. See below, the list of artists work feeds off of each other. However, it appears more effective on a laptop, on a phone screen each work feels detached from one another.

The use of gifs at each artists’ bio acts as a taster to see more/catches the viewers’ attention – works better rather than a slideshow where the viewers have the option to click through or not, see below.


Instagram has grown to become more about appearance – businesses having a colourful/aesthetically pleasing profiles, focus can be more on profile appearance than posts.


3 images/row Instagram posts is popular, see artist Juno Calypso below, it gives the viewers the more aspect of the main work e.g. behind the scenes/extras/another angle, like supporting work to invite the viewers to see more of the artist/work. However, “you run the risk of annoying your audience by spamming their feed with three very similar images at once.” (Basler, 2020).

Juno Calypso Instagram

I have started this approach to my art page, see below, creating grouped posts to suggest a series of works e.g. 6 print posts appear as one series of work, almost separating my Instagram as the black and white posts are another series, including detailed images (behind the scenes, me and work and different angles of prints).

Ella Lockwood Instagram


Consistency is key in Gagosian/Tate gallery with posts but not appearance – title, description provides everything the viewer needs to know about the artwork as well as specific hashtags to attract others. See below, due to COVID Gagosian posts 3 artworks a day to keep viewers updated with artworks/comments which would usually be done in the gallery. Keeps viewers interested is reflected in interactions.


Relationships with artist/business to audience is the main aspect to growing the interest in your account. Better relationships, better interactions e.g. likes, comments, shares. This will invite new audiences to your account.


“profile searches are a signal Instagram looks at when ranking posts in your feed” (Lua, 2017) – the more you post/interact the more people will search/look for you and your account.


Instagram prioritises those who you favour/favour you – its impacted by feed/interaction/relationship with viewers and Instagram owner. Becomes a competition to other accounts.


Then effects how much your account will be shown/seen to the audience.

  • The more you post = the better.
  • Time of day based on when the audience are active. See below, my account says 6pm is when my followers are most likely to see my posts.

“The predictive ‘best time to post’ feature in Buffer’s analytics is a game-changer,” (Lua, 2017)

  • Tidy feed – attracts viewers, 3 posts a day that flow, creates order to your account see my pet portrait business below – I have started to introduce into my art account e.g drawings, different angles, behind the scenes, exploration.

Ella Lockwood Instagram