Gone are the days when you might have aspired to hang a Leonardo in your living room or a Canaletto in your kitchen.
Harold's work is the best-seller at this furniture store
According to art researchers, there's been a quiet revolution in taste in Britain over the last few years.
We've ditched the repro old masters which we used to hang on our walls - in favour of abstract, disposable works, which we choose to suit our decor.
David Sillito took a trip to the furniture store IKEA - where the top-seller is a photo of a white rose by Harold Feinstein.
It's part of a trend, according to academics, to go for anonymous, disposable art.
But Mr Feinstein's luck may not last - because this season's most sought-after look "something brown and swirly" according to art psychologist Dr Alison Kydd.
In the second of our reports, David Sillito meets an artist who has just won an award based on his popularity.
Doug Hyde at work in his studio
His fans queue for hours to see him and his works are selling out. But it's not Damien Hirst or Jack Vettriano, in fact you may never have heard of him at all.
Doug Hyde is riding on a new artistic wave which has captured the public's imagination because of its anonymity.