How to buy art for normal people.

FACT: less than 10% of Americans have an original painting hanging in their house.

"WHAT!?"


 So here's the thing- The problem is communication. People feel like they don't belong in galleries unless they A. have lots of money and B. know a lot about art and/or own a bit already.

Artists DREAM of being emailed out of the blue by somebody they've never met to say, "hey, my name is _____ and I really love your work. Is there anything in your body of work right now for sale in the ____ price range?" or even "hey, I'm looking for a commissioned painting of _____, and my budget is ______, are you interested?" Many people assume that because of the assumed steep learning curve to buying art, that it just isn't for them. Artists assume that because people aren't buying from them or finding them, that their art isn't good enough, or that the world is falling apart because nobody buys art anymore.


So, there is clearly a communication problem.

To Everybody- Artists would love to hear from you. First of all, most artists offer art at all price points. Yes, even original art. Lets take an example: I have a good friend who is a very accomplished oil painter with plenty of accolades. His original work frequently sells in the 5 figure range ($10,000+ ), but he sells original studies in the 3 figure ($100-999) range, canvas prints and giclee prints for under $100.00 and coffee mugs with his paintings on them for under $15.00. His work is wonderful, and anybody can enjoy it!

"Mark the Shark" birthday card commissioned painting done on request

It's also worth mentioning that artists paint because they need to. It is an intrinsic part of who they are. We know full well that even as successful artists, we won't be rich. We don't need to be. We have chosen this profession because we have a desire to share our art with people that love it. Because of this, Please know that even if you can't buy art at the moment, you should always let an artist know you love their work. It seriously means the world to hear from somebody that your work is touching.

To Artists-

"The light from beyond" an oil study I did that is for sale at a LOW price point ($80.00)

People often feel intimidated by you- they feel like they don't understand what you do, and that your art is created by some deep innate magical talent, and that they could never do it.

Be welcoming! Try and make buyers feel like they are in the know with friends, and remove any air of pretentiousness from the room.

Be prepared to haggle your price down- It is always better to offer a customer a slight discount, because you greatly increase the chances of making a friend and repeat customer. Again, 15-20% is a market standard, and not meant as offensive. If somebody asks you to halve your price, be kind in explaining why it isn't possible nor fair to do so.


Make sure you explain your price to your customer- let them in on why you charge what you do.

Be understanding and realistic- If you aren't willing to see yourself paying your price for another person's art, then maybe your expectation that other people will is
a bit off?

"Above the Tallest Tree"- Large painting for sale at high price point ($1200.00)

Don't Undercharge- If you drop your prices too low in hopes of selling lots of art, not only do you ruin the market for other artists, but you actually create the illusion that your art isn't particularly valuable. Offering a deal or a sale is ok, but blatantly undercharging for your work doesn't help anybody.

Don't Overcharge- If your prices are absurdly high, it doesn't help either. You may be trying to create the illusion that your work is very valuable or a commodity, but if your resume or sale history doesn't back it up, you are just perpetuating the problem of communication between buyers and artists.

A few other tips:

Try to always buy LOCAL ART- local artists are often greatly undervalued for their talent and are always under-priced compared to what their work is worth (because they aren't going through a gallery or selling in great quantity.)

Barter- Artists are salespeople and business people for their own work, and as such, their work has value. You would never ask a Lawyer to defend your son in court for free, but if you couldn't pay him in cash, you may try and barter a deal or exchange goods. I know artists that trade a painting or two per year for a 2 week vacation at their client's timeshare. It is never insulting to offer a barter to an artist so long as your goods have value.

Don't buy Box Store Prints- Canvas prints from Target or HomeGoods are literally destroying the art world. You can buy a large canvas print for $90.00 at a store like this, but after one year, the print will sag off the stretcher bars, and you know you're just buying a mass produced reproduction. Instead, contact an artist- many artists can offer you better quality ORIGINAL art in a similar price point. (especially art students at a local college or through a local art guild). You end up with a far superior, UNIQUE, ORIGINAL piece, and you're helping somebody make a living!

When looking at art from an artist directly (such as through their website, or studio)- Artists give prices on work that includes: Material Cost, Time Cost, and usually, a little extra to cover difficulty of subject. Know that an artist will typically leave a little wiggle room on a price quote- I rarely see an artist that won't negotiate price on their work, especially if the prospective buyer REALLY loves the piece. A typical discount that is acceptable and not offensive to haggle for is 15-20%.

"Holy Sunset" watercolor offered in printed 'get well' cards at a low price point ($3.00 each)

Framing- Typically, gallery pieces are framed, and when sold, are sold with a frame. When buying art from an artist directly, the pieces are usually loose (unframed). Framing is an art unto itself, and can be very expensive. For Watercolor pieces, frame quality (glass) is really important to protect your piece's longevity, but for canvas pieces, a frame isn't always needed. Expect to pay about $200.00/square foot for a professional frame job (the money is worth it- framed work done by a good framer looks wonderful!)

Final Thoughts-

Every time your smartphone dies, you run to the store to get a smartphone. Often, you spend $200.00+ on that phone BEFORE ANY MONTHLY BILLS, and then a good 50.00/month for at least two years. You know that within three years, your phone will break, or you will want a new one, at which point you will repeat this process again. We as busy people have no problem paying for things that we use for enjoyment, and art should be no different. Taken care of, a painting should outlive your grandchildren, and for a one time cost that (from local artists) averages less than one cell phone 2 year stint, I'd call that a good purchase if you enjoy the painting every time you look at it. (not to mention the investment value!)