Embracing the Unexpected: The Role of Risk in Art & Creative Marketing

In the process of compiling a digital portfolio, I’ve recently reflected on the many pieces I’ve crafted in my journey as an artist. Upon pondering what each of my favorite vases, mosaics, or paintings had in common, I concluded: the best pieces include leaps of faith. While taking the course Art 212: 3D Design- Form and Space at William & Mary , I created novel and unexpected pieces.?

As a marketing minor, I’ve contemplated how unexpected artistic processes often lead to the most interesting and engaging results. Specifically, in creative marketing, unexpected media advertisements often generate greater consumer interest. Why is this so? Often, seeing the same advertisements repeatedly leads to habituation in consumers. In one article written by a psychosocial rehabilitation specialist, Kendra Cherry, habituation is defined as “a decrease in response to a stimulus after repeated presentations.” In creative marketing, this could look like potential consumers paying less attention to advertisements because of frequent exposure without visual changes. Insticator, a company dedicated to helping businesses increase the engagement of their visitors, describes one way to combat habituation is through recirculation, which is “finding new ways to introduce old content.” Changing the delivery of content keeps consumers interested in a brand, which leads to a continued or new interest in that brand’s product or service. I argue that risk-taking is essential in recirculation: minor, creative design changes and content delivery strategies that catch customers’ eyes can increase the attention they pay to advertisements.?

Working in communications and social media marketing has allowed me to incorporate elements of surprise into my graphics and advertisements. I’d like to share what I have learned and provide three tips that have helped me successfully take risks in creating art and working in marketing.

Tip #1: Start small?

In Look Again: The Power of Noticing What Was Always There, Cass R. Sunstein and Tali Sharot write that even small changes can prompt dishabituation by “signaling that a new situation needs to be navigated.” Modest changes to art or advertisements help, too! In my role as a communications assistant at The Roy R. Charles Center , small modifications pertaining to the elements of design, particularly shape and color, provide a simple element of surprise for viewers; seeing something slightly unexpected creates interest, tracked through likes and re-shares.?

Tip #2: Embrace (but learn from) failure

Part of taking risks is learning how to fail! Part of the beauty of art is learning to go with the flow and take failure as an opportunity to improve skills. A recent marketing failure that appeared in my research was The Wonka Experience in Glasgow, Scotland. Here, marketers took a risk by heavily relying on AI-generated materials. As a result, customers had high expectations. They hoped to experience a real-life candy display similar to that of Willy Wonka & The Chocolate Factory. However, a disastrous event occurred, and many demanded refunds since expectations did not meet reality.

According to Starfish Ad Age, a digital marketing and advertising agency, one lesson learned from this failure is that marketing must accurately reflect delivery. In my experience as an artist, I’ve also learned that high expectations are not always met, and risk does not always lead to success. However, by learning from our setbacks, we can work towards success.

Tip #3: Surprise yourself! Welcome opportunities and discover new possibilities.

Often, we are afraid to take risks. However, in an article titled “Staying Challenged,” MindTools shares that we grow when we step outside our comfort zone. By challenging ourselves to embrace new opportunities and take unexpected actions, we develop greater perspectives and skills.?

One article I’ve recently reflected on examines the successful risk-taking that Trader Joe’s takes in their creative marketing strategies. Author of The Art of Trader Joe’s, Julie Averbach, says that Trader Joe’s is “appealing to customers’ different senses, everything from the eye-catching product packaging and the handmade artwork in the stores to the music on the speakers, the tasting counters for sampling products.” Trader Joe’s has seen an opportunity to appeal to their target market and has taken it. While other stores rely on similarity and uniformity to meet the expectations of customers, Trader Joe’s leans in a different direction. They take risks with colorful, creative packaging made by on-staff graphic designers and even incorporate local iconography into designs. These designs make groceries “giftable” and allow customers to discover new possibilities and intentions behind their purchases. As a result, consumers have a surprising and delightful grocery shopping experience and have the motivation to return to a place that is “more than a store.”

To conclude, reflecting on my journey in art and marketing, I’ve learned that creative risks can transform the ordinary into something creative, unique, and captivating. By embracing small changes, learning from failures, and taking bold steps, we open the door to unexpected and impactful outcomes.?