Marketing Crafts and Visual Arts

The Role of Intellectual Property - A Practical Guide

image of Marketing Crafts and Visual Arts

This Guide provides basic knowledge and understanding of marketing techniques and of intellectual property (IP) issues to artisans, craft entrepreneurs and visual artists. It gives examples of situations where obtaining formal IP protection ought to be considered, explains how to implement marketing and IP strategies, and presents case studies of managing IP assets. Bibliographical references are included.

English Spanish, French


Definitions and outline

The distinction between crafts and visual arts has always been blurred. Some experts talk of ‘the useful arts’ (of the craftspeople) as objects produced for everyday use, and the ‘decorative arts’ (of the visual artists) as those created for their own sake. Some other experts refer to the ‘plastic arts’, in which they include painting, sculpture, photography, architecture, and sometimes even fine glassware, jewellery and furniture. The use of artistic works in artisanal products is common. The use of craft techniques and skills by visual artists is also easily seen. A photograph of a craft product is considered to be a manifestation of visual art. There can be no sharp dividing line between crafts and visual arts.

English French, Spanish

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