A majority of the respondents consider their spending decisions carefully, and are willing to pay more for style or design. Favourite colours are primarily blue and secondarily brown, white and green. Respondents feel both the way they dress and the way they decorate their home is at least somewhat important. Works of art are chosen mostly to agree with the owner's taste, and only secondarily to fit the decor at home. The preferred type of art is of traditional style, mostly Finnish, but also to some extent Scandinavian or European.
Respondents prefer slightly more often older objects to newer objects.
For outdoor scenes people prefer water, lakes and seas and sceneries in fall tints. For indoor paintings the favorites are domestic scenes with animals. The educational role of the art is of less importance, and people feel art can be just something one enjoys looking at. As to the techniques of the painting, people prefer expressive brush-strokes, thick textured surfaces, blended colors and paler shades of colors. In atmosphere, the paintings should show festive mood in simple settings.