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Art is obviously emotional and as such its value is determined absolutely subjectively. The big question though is how, because even though ambivalent, subjectivity can still give us a lot of various starting points to think about our target audience.

How people recognise a good story in objects and experiences differs from person to person — that’s why it’s subjective — but usually we can find basic guidelines that can help us define this perception. The main idea behind this exercise is to find what is most important for each person, that we are trying to understand.

What are their needs? What do they wish for? Do these wishes and needs have a certain urgency? Do they provide pain or discomfort for them and can our art elevate or even completely fix their issues?

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