Performance Institute Vol. 10

Understanding art from a branding point of view

With Luca Fontana

About this study

The purpose of this study has been to measure quantitatively what our readers perceive about Luca Fontana (@mountainscaper) art. By measuring 14 key components distributed along 5 sections it has been possible to understand what are the strengths and weaknesses of Luca Fontana’s art according to our readers. This research has been based on the following 9 photographs.

Research question

Section 1. Reach

Main question:

How many of our readers think that they know the name of the artist based on the 9 photos presented?

Subquestion:

1. I know who captured these photographs.

YES / NO

Section 2. Art

Main question:

What do our readers think about the 9 photos from an artistic and technical point of view?

Subquestions:

2. In my opinion, these compositions are different and rare.

YES / NO

3. The colors used in these images are appealing to the eye.

YES / NO

4. These images have been well exposed.

YES / NO

Section 3. Charisma

Main question:

To what extent do our readers think that the 9 photos represent a charismatic artist?

Subquestions:

5. These images inspire me to travel and go outdoors.

YES / NO

6. This artist can tell a story visually.

YES / NO

7. This artist has a unique style.

YES / NO

8. I would recommend this artist to my friends.

YES / NO

Section 4. Brand

Main question:

What do our readers perceive about the 9 photos presented from a branding point of view?

Subquestions:

9. These photos stand out of the crowd.

YES / NO

10. This artist is a professional photographer.

YES / NO

11. I would like to learn from this artist.

YES / NO

Section 5. Future

Main question:

What do our readers think about the future of the artist based on the 9 photos presented?

Subquestions:

12. This artist has more than 10k followers.

YES / NO

13. I would like to hang at least one of these photographs in my house.

YES / NO

14. I would like to follow this photographer.

YES / NO

Brand association

15. The word that best describes the art of this photographer is…?

Methodology

15 questions were asked to our readers via “instagram Stories”. This is a new format that allows researchers to ask questions to a specific segment of the market – composed by the most devoted users of the Instagram account. The responders are normally strongly attached to the corporate brand.

Initially, each reader had 10 seconds to answer each question. This is an ideal timing for them to provide an instinctive and spontaneous answer. Yet, they could go back to the previous question in order to read it again (if necessary) and provide a meaningful and trustworthy answer.

The first question was answered by 232 readers. However, question number 14 (the last multi choice question of this survey), was answered by 196 readers. Some of our readers did not provide an answer to all the questions, reducing the reliability of this study.

Results

Luca Fontana is an Italian landscape photographer having traveled to countless remote areas. From Alaska to the Japanese Alps, Luca has been exploring the world and himself trying to leave behind bad habits and negative thoughts.

To discover the world and capture its beauty have a significant impact in Luca’s life and this lifestyle allows him to keep his mind and body healthy. This is something worth celebrating!

As he continues with his adventures and progresses as an artist, Luca made a quick stop at @nomadict in order to learn where he is at as a photographer. Thanks to our readers (more than 220 responders) today we can help one of our fellow nomads. The following are the main highlights of the research:

Firstly, a quick glance to the results reveals that the features ‘art’ and ‘charisma’ are two of the major strengths of Luca as an artist.

The 58% of the responders believe that the photos presented are different and rare. In addition, they believe that the colors used in these images are appealing to the eye (77%) and that they have been well exposed (79%).

Almost half of the responders think that Luca has a unique style (49%), they are inspired by these images (77%) and they strongly believe that Luca can tell a story visually (67%).

Even if most of the responders don’t think that these images stand out of the crowd (60%), they would still recommend Luca’s art to their friends (57%). Furthermore, they believe that Luca is a professional photographer (58%), so they would like to learn from him (54%).

To conclude this small summary, it is worth mentioning that more than 120 of the responders would like to hang at least one of these photos in their home. Plus, the 59% of the responders would like to follow Luca’s work in the future!

The outcome, having balanced numbers and positive results, demonstrate that Luca is in the right path. Small improvements in his style and brand can allow him to grow even more as an artist.