What is the 'gallery test' for digital marketing decisions?

The gallery test is a framework: everything you do in the digital world should mimic what works in the real, physical world. If something works in a real gallery or retail store, copy it online. If it doesn’t work in the real world, stop doing it digitally. The internet didn’t invent a new game—it just moved the proven, established game onto a screen. Apply this test to every choice you make for your website, social media, and marketing. You already know the playbook from walking into thousands of galleries and stores; the digital version is the same paradigm on a glass screen.

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Asked by artists unsure how to approach online marketing · Answered by Patrick · art-marketing-podcast · 2026-05-20