Transitioning from creating art for personal fulfillment to selling it commercially is a significant milestone. This process involves moving from a private world of expression into a public marketplace, which requires new skills beyond the canvas or clay. Navigating this path successfully means embracing business-minded practices to complement your creative talents.
Price Your Artwork Correctly
A straightforward method is to price by size, using a price-per-square-inch formula. You multiply the artwork’s length by its width to get the total square inches, then multiply that number by a set dollar amount. For example, if a painter sets their rate at $3 per square inch, a 24×36 inch painting would be priced at $2,592. This approach creates a consistent pricing structure.
Another strategy is calculating the cost of materials and adding an hourly wage. Tally the cost of supplies, such as canvases and paints, then assign yourself an hourly rate and multiply it by the hours spent creating the piece. Combining these figures gives you a baseline price. Many artists then add a markup, often 50-100%, to this base price for profit and business overhead.
Beyond formulas, research what similar artists are charging. Look for artists at a comparable career stage who create work in a similar style, medium, and size. Analyze prices on their websites, online art marketplaces, and at local galleries. This market analysis helps you position your work competitively without devaluing it, and being prepared to explain your pricing builds confidence with potential buyers.
Photograph and Digitize Your Art
High-quality digital images are a primary asset for selling your art online, where the goal is to represent the piece accurately. Use natural, indirect light to avoid harsh shadows and glare. Place your artwork parallel to the light source and your camera, and ensure the camera lens is straight-on to prevent distortion, known as keystoning.
Capturing fine details is also important. Take several close-up shots to showcase texture, brushstrokes, or intricate patterns. These shots give buyers a better sense of the piece’s quality and craftsmanship. Use a tripod to ensure your camera remains steady for sharp images.
After the photoshoot, photo editing is necessary to ensure the digital image is a true representation of the artwork. The primary goal is color accuracy, so adjust brightness, contrast, and white balance to match the colors of the physical piece. You can do this by placing a white object in your initial photo as a reference. Most smartphones and basic photo editing software have the necessary tools for these adjustments.
Choose Your Sales Platforms
Personal Website and Portfolio
Creating a personal website serves as your professional hub, offering complete control over your presentation. Using platforms like Squarespace, Wix, or Shopify, you can build a portfolio with an integrated e-commerce store. This allows you to manage your brand and keep all profits, aside from payment processing fees, but the main challenge is that you are solely responsible for generating traffic to your site.
Online Art Marketplaces
Online marketplaces like Etsy, Saatchi Art, and Fine Art America provide access to a large audience of art buyers. These platforms offer immediate visibility that is difficult to achieve on your own, and they also handle the transaction process. This convenience comes at a cost, as most marketplaces charge listing fees, commissions on sales (from 5% to 35%), or both, and you must compete with thousands of other artists.
Social Media
Social media platforms are powerful tools for selling art directly to followers. Instagram’s visual focus is well-suited for artists to showcase their work and creative process. Features like Instagram Shop and Facebook Marketplace allow for direct sales within the apps. Building a following requires consistent posting and engagement with your audience, but managing sales can be manual, requiring direct messaging for inquiries and separate invoicing through services like PayPal.
Art Fairs and Local Markets
Participating in local art fairs and markets offers a way to sell your work directly and receive immediate feedback. These events allow you to connect with buyers in person, build a local following, and network with other artists. Costs include booth fees, which can range from under a hundred to several thousand dollars, as well as the expense of display materials and inventory. Success depends on your salesmanship and an inviting, professional display.
Galleries and Consignment
Securing representation with a commercial gallery is a traditional route for selling art. Galleries work on a consignment basis, taking your art to sell and keeping a 40-60% commission. Getting into a gallery requires a strong portfolio, an artist statement, and often, an existing reputation. A gallery can elevate your career and connect you with collectors, but the high commission rates and lack of control are significant considerations.
Market Yourself as an Artist
Marketing involves building a recognizable brand identity beyond simply listing your art for sale. This starts with an artist statement that explains your work’s “why.” It should articulate your artistic vision, the themes you explore, and the techniques you use. This statement is used on your website, in applications, and when talking to buyers, as it helps people connect with the meaning behind your work.
Storytelling is a powerful tool for engaging an audience. Share the narrative behind individual pieces or collections. You can write blog posts about your process, film time-lapse videos, or post on social media about your inspiration. When people understand the story behind a piece, they develop a stronger connection to it.
Building an email list is a reliable way to nurture a following. Unlike social media, email allows you to communicate directly with your most interested fans. Offer an incentive for people to subscribe, such as a discount or access to exclusive content. Use your newsletter to announce new work, share behind-the-scenes stories, and notify subscribers about upcoming sales.
Handle Shipping and Transactions
After a sale, safely packaging your artwork for shipment is necessary. For canvases, protect the surface with glassine paper, wrap the piece in bubble wrap, and add cardboard corner protectors. Place the wrapped canvas in a sturdy, well-fitting box, filling any empty space with packing material. Ship prints flat between foam boards or cardboard, or roll large prints in a sturdy mailing tube.
Choosing a shipping carrier and insuring the package are necessary steps. Carriers like FedEx and UPS offer services for shipping artwork with robust tracking and handling options. Always insure your shipment for the full retail value of the artwork. This protects you and the buyer from financial loss if the package is damaged or lost. Use online shipping calculators from carriers to accurately estimate costs.
Smooth and secure payment processing builds trust with customers. For online sales, payment gateways like Stripe and PayPal integrate with most website platforms and marketplaces, offering secure processing for credit and debit cards. For in-person sales, mobile card readers like Square or PayPal Zettle allow you to accept payments from a smartphone or tablet. These systems provide professional, secure transactions.