It's both. You can put in the time and master the craft and can turn out quality crankbaits with standard paint schemes that catch fish, without much artistic ability. I'm a very pedestrian painter and I KNOW! But if you aspire to produce the kind of top level work you'll see in some of the pics in the TU photo gallery, that requires raw artistic ability. Now, the extent to which game fish appreciate artistic ability is another question... At some level, and I think it's a fairly low level, paint means more to the fisherman than the fish.
Bottom line, don't be discouraged. You get better as time goes on and when your baits catch fish, that's the biggest reward.