With a number of art shows coming up soon, the question of pricing one's art comes up. There have been a number of good art blog articles, particularly by Lori Woodward (see below), that have helped clarify and explain this complex business.
When I first began painting, and then to begin selling some of my paintings I really had no idea how to calculate what would be a reasonable price, particularly when I was just beginning. I have now been painting steadily for about 9 years now, and am feel that during that time I have studied and learned a great deal, which has helped me improve my work. But pricing is still something to ruminate about when show time comes.
In Lori Woodward's first article about pricing, she talks about covering input costs, such as materials (paint, canvas), advertising etc. In the second article, she actually gives an example of her breakdown of costs and calculates how much it costs to make a painting. This includes frames as well. In the third article she talks about various pricing strategies. These articles are worth reading, plus the comments others have made on the posts, to get some sense of this issue.
I have taken a leap of faith and am trying some new frames for paintings from a place called King of Frames in California. It has been recommended on a number of art blogs. The prices are certainly good, and with the dollar almost at par, I thought - what the heck. So I've ordered a couple of sizes in two different models, and will see what they are like. Frames are such an expensive undertaking. I don't think that people, when they are looking at paintings, realize just how costly the frames are. Personally, I am not a fan of unframed pieces, even if they are done on the thicker, gallery style canvases which are commonly used. That is a personal preference though; many people don't mind it.
Also, if when looking at art in a gallery, people may not be aware that the gallery takes a significant percentage of the sale price, in the range of 40-50%. So the artist will receive the sale price minus the commission and sometimes the cost of the frame too. So in the end, the artist actually receives half or less than the gallery price. That is why many artists are looking at alternative ways of marketing their work, to improve their income.
Making a living as a professional artist is a challenge, because the success that person has rests, for the most part on that individual. Unless the artist is one of the few to be represented in a good, reliable gallery, and can command the prices required of gallery representation, then s/he ends up being a one person show - purchasing agent, creative director, producer, marketing manager. And they do it because they love to paint, or sculpt, or write, or compose, or take photographs and want to share it with others. So we keep on regardless because it is so much fun.
