Why I’m in Love with this Fab Flow (ch)Art

Picking the right art for your home can be a frustrating prospect. As a novice art collector myself, the process can be so overwhelming that many of my walls are left bare. Sometimes I’d just rather not hang anything at all than sift through thousands of different works.

Enter Fab.com and a superb flowchart they sent out recently via email.


Wasn’t that nice?

But how do I love thee? Let me count the ways:

The Question: What Should Art Do?

I’m sure this question has created many a philosophical debate between aesthetics experts. Putting that aside, dammit if this doesn’t absolutely nail the experience for the novice art collector. Framing it in this way (pun intended) makes it so much easier to think about which category I want my art to be in.

Not only that, but the four categories (Be Cool, Be Timeless, Be Bold, Be Adventurous) are all emotionally charged phrases. They each carry a very specific, powerful feeling that encourages readers to make a choice about what they want their art to accomplish.


Flow charts are nice but sometimes they can be intimidating. Take this one by Karen Kavett. It is very well-thought-out and clear to follow, but goodness gracious isn’t it exhausting just looking at it?

Don’t get me wrong. I’m not saying it’s bad. It’s just so impressive that it’s difficult to fully appreciate it, kind of like the Grand Canyon or an Aaron Sorkin rant.


The Fab flow chart on the other hand took an inherently complicated topic and eliminated choices to make it easy on the consumer (and probably cater to the deals they had). Regardless, the beauty of simplicity remains.

It Puts the “Flow” in “Flow Chart”

I love how it naturally progresses as you scroll through the email. The branches are distinct and direct. The chart uses shapes and artwork to make it abundantly clear when you’ve reached a stopping point along your chosen path. You can tell it was made with the email user in mind.

It Actually Delivers

It’s so annoying when you click on an enticing email only to find that the product isn’t as advertised, or worse not even for sale. The art is interesting, varied, and some of it is exclusive to Fab.com, adding to the value of the user experience.

One Nitpick

The only thing I don’t like about this email is that the image is just one big link that sends you to the same page regardless of where you click. However, given the limitations and frustrations that come with coding an email, I can understand why they didn’t invest the time and resources to make each “Shop Now” button a unique experience.

– – –

At this point, you might be wondering if I actually purchased a painting. No, because I’m a maximizer (someone who has to research as much as possible before making a purchasing decision) to the point of annoyance. But I do wish more art websites would experiment with similar funnels. It would make choosing art a lot more fun and interesting.

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