| Summary: | This paper describes a pilot ethnomethodology study of visiting a 3D virtual gallery that exhibits 3D models of physical artworks and of viewing photographs of artworks in a 2D online artist portfolio. Artwork, with its intrinsic information and layers of meaning, is a form of data which narrates a compelling and evocative story to engage audience. The digital landscape is a compelling medium to deliver this storytelling. However, such approach demands a delicate balance between technology incorporation and artistic vision. In an era of converging data and art, this paper explores the aesthetics of data storytelling and immersive online art experiences. Amid CoVID-19 lockdowns, physical art exhibitions migrated online, prompting a study of 3D virtual gallery visits and 2D online artist portfolios. Participants engaged in think-aloud protocols while navigating both formats, revealing insights into rationalizing actions and interpreting artworks online. Challenges emerged, including disrupted responses due to the inability to discern texture in 3D models or artwork photos. Navigational control, viewing distance, detailed artwork descriptions, and stable internet connections further influenced the online viewing experience. This prompts a further exploration on means to curate online exhibitions thoughtfully, where data aesthetics and artistic storytelling is harmonized for realistic interpretation within the digital expanse. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
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