PUTTING A PRICE ON IT!

It appears within the art world that mystery is important to many. The most sophisticated art websites seem to include almost no information at all, just untitled, unexplained and unpriced images of work. Making one feel uncultured, unenlightened and rather unwelcome, and the artwork unattainable. It's all very trendy, but I feel the need to buck this trend (and risk being uncool!) My aim is to be transparent. For people to know that I'm learning, know about my mistakes and struggles, and from watching my journey be encouraged to have a go themselves.

So today I choose the somewhat embarrassing subject of pricing one's work – yes actually asking people to pay for my smudges of paint!

some of my art close up

I decided to start working full time as an artist in January and within 3 days I had received 3 separate commissions (great confirmation this was what I was meant to do). Taken by surprise I hadn't thought about prices, and as they were all for friends, I asked them to pay me what they felt was right. Ten months down the line having invested in materials and a painting coach, and with an exhibition coming up, someone kindly suggested that it was time for me to create a price list.

my current exhibition at City Church Cambridge

My first hurdle was getting over the confusion of whether, by selling my paintings, I was in fact charging for my prophetic gifting (a lot of my work has been in response to what I believe God is wanting to say to people or is an act of worship). Very keen not to be like the temple money lenders in the bible that Jesus got so frustrated with, I sort advice and accountability. I was reminded that many people earn money because of their gifting – preachers, prophets, administrators etc. By asking for payment for my artwork I am valuing what God is calling me to do, and I'm enabling myself to continue doing it. I was encouraged to not over-spiritualise things but rather be upfront and matter of fact/businesslike about it. Allowing people to invest in my art work, but also to invest in me and what God is doing in me.

paintings created during worship & prayer at my church

So next question... how on earth do I know what prices to charge?!… time for some more advice.
I asked my artist friends how they had done it and I asked Google. This was the most helpful article I found www.theabundantartist.com/pricing
These are the things I did or have decided in response to the advice given:

1. I researched prices online and locally
2. I decided (at least to begin with) that I would price work related to size, for clarity and consistency
3. I was told to think of my favourite piece and was asked what amount of money would make me feel comfortable in order to part with it, what felt right? (one of my 24x30” pieces - answer was £300) I then considered how long my paintings take on average to create (answer ~8 hours). I'm told a reasonable hourly rate is between £20-30, and added in the cost of materials and overheads. My conclusion was to price my 24x30” paintings at £270.
4. I then used the linear inch method (outlined in the website mentioned above) to calculate the prices for the other sizes ie. 24”+30” = 54 x £5 = £270, 20”+ 20” = 40 x £5 = £200. I reduced the cost slightly for work on paper as people don't expect to pay as much when work is not on canvas.
5. I was told that I should add about 30% to this price for commissions for the extra administration/work that is involved
6. I researched giclee printing, I was told people usually ask for 1/3 to ½ of the cost of the original (deciding to offer 10 limited edition prints on paper or canvas in 2 sizes – both smaller than the original piece)
7. I researched frame sizes and prices, it was suggested I offer framing as extra and add a 10% administration charge (otherwise I will sell prints in matting that fits standard 'off the shelf' sized frames)
8. When I next exhibit my work (which I aim to do next July) I will raise my prices a little to help cover exhibiting costs. When approaching galleries I will be doubling this price (this would mean I receive slightly less return for my work due to commission payments but is worth doing to keep my prices down for any private sales whilst benefiting from the publicity & exposure of a gallery).
9. Once I'd created my price list, I immediately 'went public' with it. Posting it on my Facebook page and my website.

And here it is…

PRICE LIST
24X30"
original acrylic painting: £270
A2 Ltd Edition giclee paper/canvas print: £125/185
A3 Ltd Edition giclee paper/canvas print: £100/152

Smaller Pieces
10x10" canvas: £100
11x11" on paper: £100
8x8" on paper: £70
5x5" on paper: £50 (incl. frame)

20X20"
original acrylic painting: £200
16x16" Ltd Edition giclee paper/canvas print: £115/165
12x12" Ltd Edition giclee paper/canvas print: £100/152


- all work signed by the artist
- giclee prints incl. certificate of authenticity
- paper pieces & prints come mounted to fit standard sized frames
- framing is available, please contact me for prices

COMMISSIONS
I'd love to paint a picture especially for you or your loved ones! All commissioned work is 30% extra to above prices.
Contact me to discuss a theme and choose a size

It's early days and I still feel awkward telling people my prices but at least now I know what to say. It helps a lot to know that I have done my research & followed advice. I've not just plucked figures out of the air but can explain the reasoning behind my pricing. I also have a number of ways that help people afford to make a purchase without shooting myself in the foot: I offer different sizes/prices of work (starting at 5x5” for £50), I accept payment in instalments if needed & I offer giclee prints, with the option of occasional discounts if I choose.

some of my 5x5" pieces

People are aware that I am just starting out and it's been suggested to me that they will expect my prices to rise over the next number of years. Because I am committed to pursuing this as a career, it actually makes my work a good investment for buyers/collectors as the value of my art should be on the increase!