There has been an inherent bias in many art institutions that bigger is better when it comes to art. Some galleries have focused on large pieces to the exclusion of smaller works such that poorly-executed large works will be shown while extremely well-crafted smaller works will not namely because of their size. This focus is shifting, though.
First and foremost, every artist should take measures to better understand his/her goals and thus to better achieve them. All artists need to consider what they are trying to say in their work. Are they seeking to create a whisper or an intimate vignette that invites the viewer in close or do they want to shout and make themselves heard? Smaller works naturally tend to be more intimate while larger works are more outgoing. This isn't always the case, for sometimes the juxtaposition of the two modes works amazingly well and results in even stronger work, but it is a good start. So size is something all artists should take into consideration - it shouldn't be an afterthought dictated by what sells, what will fit in one's car or what one is willing and able to ship.
Also, an artist needs to consider where he/she intends to show his/her work. Some galleries are better suited to larger pieces while others are better suited to smaller works. A detailed 4" x 6" etching will be lost in a vacuous space with 12' ceilings. Likewise, a 4' x 6' painting will be cramped in a smaller lobby or antechamber space or within the confines of many houses or offices. As with anything, it is always wise to research where you will be showing your art to make certain that it will be a good fit because, if your art is at odds with the space in which it is shown, then both your artwork and the space suffer for it.
I am personally drawn to making smaller and generally more intimate pieces that engage viewers by inviting them in rather than hitting them over the head with an idea. I prefer to work smaller in order to not be overly heavy-handed in my approach, since I sometimes confront societal norms in a rather direct manner while questioning the status quo. However, I am also interested in installation art which challenges the viewer to perceive of a space in a new way and can thusly be all-encompassing and monumental. But much of my installation work is comprised of multiple smaller pieces that, when installed, transform the space.
For me, the utmost consideration lies in determining where I will be showing my work. Much of this relies more on curating artworks so that they fit into the space in which they are displayed as opposed to imposing them upon a space. As a result, I prefer to research spaces where I would like to show my work first and then to approach those venues with works that are well-suited to both their spatial limitations and focuses (in regards to what sorts of art are typically exhibited and what sort of audience they draw).
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