Issue #7: Tips for how to price fine art photography
Last month in this column, I reported on my conversation with photographer Scott Indermaur on how to price commercial photography. This month I turned to D’lynne Plummer, from the Arts & Business Council, on how to set a price for fine art work. In a time when many artists sell work in multiple channels (e.g., Etsy.com and direct to collectors from a studio), D’lynne advises them to “have different product lines”.
Create product lines for your work
D’lynne shared an example from her experience with the Artist’s Professional Toolbox program. A recent graduate has very detailed, large and relatively expensive oil paintings. These pieces are represented by a traditional gallery. In addition, he sells prints on Etsy.com from different paintings, for a few hundred dollars.
D’lynne says “he would never have these less expensive prints available for purchase in his studio. Similarly people on Etsy would not be likely to purchase one of his more expensive oil paintings, they would generally make that type of commitment in person.”